Omnichannel Retail (how To Build Winning Stores In A Digital World)

By (author) Mason Tim; By (author) Knights, Miya
Short description/annotation
Understand the importance of bringing the power of digital and the omnichannel experience to everyday shopping, and learn how to deliver an instant, profitable, bricks and mortar retail solution.
Description
FINALIST: Business Book Awards 2020 - Sales and Marketing Category According to many reports, the physical retail experience is in crisis as more and more consumers shift to internet shopping. Despite this, the majority of global purchases still happen offline, from 90% of sales in the US through to 92% of sales in the UK and 94% in China. The big change is that today''s shopper seeks content and advice online before buying in store. Omnichannel Retail celebrates all the advantages of the physical shopping experience, from its sensory selection through to try-before-you buy, and its potential for providing an instant and profitable retail solution, while explaining the imperative of bringing the power of digital and an omnichannel experience to everyday shopping. Connecting the digital customer to the physical customer, Omnichannel Retail delivers a wealth of opportunities for the bricks and mortar store, including an enhanced customer journey, effortlessly tailoring specific products to a particular customer, exploiting surge pricing, upselling lucrative products and above all, building real, and profitable, relationships with your best customers. Based on over thirty years in loyalty marketing, Tim Mason diligently addresses the challenges facing retailers, providing tangible and proven solutions to capitalize on the changing retail landscape.
Table of contents

• • Chapter - 00: Introduction;
  • Chapter - 01: The digital imperative;
  • Chapter - 02: Analogue learnings;
  • Chapter - 03: Loyalty is dead;
  • Chapter - 04: Your location in the physical world;
  • Chapter - 05: The digitally augmented store;
  • Chapter - 06: Mobile makeover;
  • Chapter - 07: Data-based retailing;
  • Chapter - 08: Performance marketing;
  • Chapter - 09: The importance of e-commerce;
  • Chapter - 10: New media, new content;
  • Chapter - 11: Lessons learned;
  • Chapter - 12: Index

Review quote
"Customers live and shop digitally and physically now... but they don''t see the distinction that retailers make between the two. The retailers that will win in the future will be able to seamlessly combine physical and digital experiences and marketing. Taking the disciplines of digital marketing that deliver more targeted, more scaled and more interactive messages for customers is now a "must-do" to create that seamless experience. Omnichannel Retail helps to address how to deliver this."
Review quote
"This book nails the "life or death" approach we should be taking in embedding data and technology at the epicentre of our businesses. Today, the customer is king and the landscape is crowded. Tim''s view is truth, in that a data-driven and digitally enabled business model will deliver a better customer experience across all channels and therefore real-time information and actions; the result being brand trust and customer relevance which will support growth and sustainability. This book is a brilliant read in explaining the why and how."
Review quote
"I worked alongside Tim Mason for 15 years and he is the best marketer I have ever worked with. Whilst "success has many fathers", Tim can genuinely lay claim to many of the customer initiatives that drove the growth of Tesco over a remarkable 20 plus years. This book brings all that customer knowledge and focus to life for the digital age."
Review quote
"People''s lives are getting more complex, not less, and they are looking for retailers who understand th