by Matt Wujciak, eMarketer
- Brick-and-mortar stores are crucial touchpoints in the customer journey
- Leveraging technology can help capture potential lost sales and enhance the shopping experience
- Adapting marketing messages based on shopping patterns enables retailers to target changing consumer behaviors
Matt Wujciak highlights four key focus areas for omnichannel growth in retail for 2023, emphasizing the importance of a connected marketing strategy.
Firstly, retailers must treat brick-and-mortar stores as a stop along the customer journey. Ethan Chernofsky, SVP of Marketing at Placer.ai, notes that “returns are a really big issue with retailers” and how in-store shopping can mitigate this by allowing for product try-ons. Secondly, leveraging technology in stores, such as in-store kiosks, can help retailers capture potentially lost sales due to the unavailability of specific items or associates.
Thirdly, retailers should learn from luxury brands, which provide unique and elevated in-store experiences. Chernofsky highlights how luxury stores and even Costco Wholesale have benefited from consumers moving to the suburbs. Lastly, understanding the impact of virtual work on shopping patterns is crucial, as it allows retailers to adapt their marketing messages and strategies to target changing consumer behaviors.
To understand the evolving retail landscape comprehensively and how to implement effective omnichannel strategies, read the full article Four Retail Focus Areas for Omnichannel Growth at eMarketer. Stay ahead of the competition and gain valuable insights into the future of retail and connected marketing.
Retailers shouldn’t consider the initial touchpoint purely as a one-time sale. The entire shopping journey builds a brand impression, and for many, that starts in stores
Ethan Chernofsky, SVP of Marketing at Placer.ai
Wujciak, Matt. “4 Retail Focus Areas for Omnichannel Growth in 2023.” Insider Intelligence, Insider Intelligence, 3 Feb. 2023, https://www.insiderintelligence.com/content/4-retail-focus-areas-omnichannel-growth-2023.