Posts tagged with Multichannel

Reserve and collect is paying off for Halfords

The benefits for retailers of a multichannel approach are highlighted this week by the fact that Halfords has recently reached it's one millionth online reservation for in store collection. 

Customers like to do their research online, and it makes perfect sense for those online retailers with a high street presence to offer in store collection services and thus cater for shoppers who would rather shop offline.

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Create and use your personal QR code in five minutes

QR codes are smart barcodes that have a lot of potential to bridge the gap between online and offline marketing.

QR codes are image-based links to information. QR stands for ‘quick response’... instead of remembering and typing a URL / phone number you just take a picture of a QR code, and it does the rest.

In a nut, here’s how it works:

  1. You create a code (an image).
  2. Someone takes a picture of it on a smartphone. 
  3. The code is deciphered via a QR reader. 
  4. It becomes a link to provide the viewer with information. 

In a moment I’ll show you how to set one up...

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Interview with John Squire of Coremetrics on web analytics

John Squire of CoremetricsJohn Squire, Chief Strategy Officer at web analytics vendor Coremetrics, has a wealth of knowledge about the web analytics industry and he shared some insights with Econsultancy about the company's strategy and proposition on a recent trip to London.

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Reserve and collect works for Halfords and Argos

Allowing customers to reserve items online for instore pick up is working well for retailers, with both Argos and Halfords posting impressive improvements in multichannel revenues.

In both cases, reserve and collect services were responsible for driving significant numbers of offline sales.

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Retailers should be emailing checkout dropouts

Though the majority of companies in the UK are failing to send emails to customers who have abandoned their shopping baskets, yet 46% of consumers say they would be likely to complete a purchase if they received a reminder. 

An e-Dialog survey revealed the latter statistic, while our Email Marketing Census earlier this year found that 67% of companies were not employing this tactic to attempt to revive abandoned sales.

The email survey also revealed some useful stats about email's effectiveness as a direct marketing channel, and the potential for driving offline sales. Some highlights after the jump...

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Collecting multichannel customer feedback

It's increasingly common for businesses to seek out feedback from consumers and their customers, both directly and indirectly. From email surveys to customer reviews to brand monitoring solutions, companies have no shortage of tools to try to find out what customers think of them.

The biggest challenge is collecting the data and analyzing it to gain actionable insights.

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Q&A: Mike Welch of online tyre seller Blackcircles.com

Blackcircles.com is an online tyre retailer which allows customers to buy tyres online and arrange to have them fitted at a local independent garage.

Having launched in 2001, Blackcircles.com now has 300,000 customers and a turnover of £10m. I've been talking to founder and MD Mike Welch about how he built a successful e-commerce business from scratch.

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Sears is serious about channel integration

sears logoSears Holding is reorganizing its on and offline channels under an ambitious new initiative dubbed ShopYourWay. The program intends to integrate the scope of the goods and services the retail conglomerate provides across a panoply of channels, including in-store, online, mobile, electronic kiosks, even PDAs.

ShopYourWay has launched on Sears.com, and will soon be introduced to Kmart.com. When that happens, the full range of Sears products will be available to shoppers on Kmart, and vice-versa. Such cross-merchandising will increase the options available to consumers. Shoppers on Sears property LandsEnd.com, for example, will be able to view apparel from other Sears brands.

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The importance of integrated multichannel marketing

Integration and Multichannel are words on the lips of almost every marketer in the world.  Whether you are an offline marketer or digital marketer, developing integrated, multichannel marketing campaigns is now a critical element of planning and strategy, but the skill-sets to be able to do this effectively are often lacking. 

In Econsultancy's course on 'Multichannel Marketing', I'll be exploring how integration really works and how to plan, execute and measure campaigns in a multichannel environment. Read this extract below of some of the themes that are discussed in the course.

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E-commerce tips: 13 recommendations for multichannel integration

Web project management can be a challenge for the most experienced project managers, much less for relative newcomers, and when e-commerce is involved, the stakes are that much higher. 

With this in mind we recently commissioned e-commerce expert Martin Newman to compile a best practice report to help steer you down the right path, called 'Delivering Successful E-commerce Projects'. It has more than 400 individual recommendations and is a terrific investment for anybody working in this area (as with all of our research, it is priced at just £150 / $215, or is free for Econsultancy subscribers).

The report focuses on client-side challenges, supplier challenges, and joint challenges. I thought I'd give you a taste of what's contained within the guide by publishing a few extracts. Here's the first one, which focuses on multichannel integration.

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E-tailers need to work on customer service

online customer serviceA new survey finds that, though some of the most popular online retailers are performing well for usability of search and navigation, as well as delivery, they are often failing when it comes to effective customer service. 

According to the eDigital Research survey, e-tailers scored especially poorly on providing customer service by email, something which customers increasingly want to do to save spending time on the phone. However, customers often received inadequate information, or no response at all.

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Inflexible high street retailers lose sales due to rigid trading hours

HMV says NO ENTRY; image thanks to zappowbang via FlickrIn the past two weeks I have twice been prevented from entering two different HMV stores on the high street. And not because I’m a known kleptomaniac, but because of the retailer’s lack of flexibility.

On both occasions I rocked up about five minutes before the store was due to close, so I knew I was pushing it. But I also knew exactly what I wanted, and I could see dozens of people milling about inside. 

Despite this, the security guards on the door wouldn’t let me in. Rules is rules!

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