DDi - April/May 2012 - (Page 16)

16 | Shopper Insights The omnichannel shopper e’ve heard the same story told by multiple industries, each with its own unique take on what is perhaps becoming the most infamous urban legend of all time. Heralded by newspapers, magazines, cable television and even the shopper marketing industry, it appears as though we are kneeling at our deathbeds as today’s consumer increasingly steps into a digital world. Yes, that’s correct. The Internet and the multitude of ways that people access it, from smart phones to PCs to tablets, is apparently the universal Achilles’ heel of myriad business models. Yet, despite the numerous claims that the online world will erode away the physical one, it’s hard to think that this is an absolute truth. As any savvy marketer knows, if you’re not willing to adapt, you are likely to face extinction—so, perhaps there is a bit of truth to this widespread paranoia. Shopper marketers, however, are in a unique position to leverage the power and capabilities of the wired shopper to further strengthen the offer and in-store engagement. The biggest barrier we face is acknowledging that, for the shopper, it’s not a multichannel experience, it’s an omnichannel reality as the lines increasingly blur between “clicks” and “bricks.” So, what does this new reality mean for in-store marketers and retailers? First and foremost, it means that we have the opportunity to reimagine and re-engineer the shopping experience. By tapping into the physical attributes of the retail environment and augmenting it with the capabilities offered by digital, not only can we provide shoppers with a seamless, fun and fast shopping experience, but we can also engage them and unearth insights that can help us grow our share of the basket. W Through integrating online channels, mobile channels and social media channels with existing retail channels, we can create greater value for the shopper. This means value, in terms of the information we provide about our products, in addition to price transparency. This arguably is our quid, and our pro quo comes from the wired shopper who is unknowingly influencing his/her network when they share an experience or delight they’ve had with a product or retail outlet. Still not convinced that the omnichannel shopper can be called a savior and saint? Consider this: findings from a 2009 IDC Retail Insights report show that, while multichannel shoppers spend, on average, 15 percent to 30 percent more with a retailer than someone who uses only one channel, omnichannel shoppers will spend 15 percent to 30 percent more than multichannel shoppers. That’s right, an omnichannel shopper will spend between 30 percent to 60 percent more on your brand or with your store if you’re willing to embrace his/her shopping habits. In addition, omnichannel shoppers are more likely to not only exhibit strong loyalty, but also to influence others via their social networks and online activity. Still not sold on the omnichannel shopping experience? Well, let’s think about it in more simplistic terms. The fact is that retailers and brands are able to interact with shoppers through countless channels—websites, physical stores, kiosks, direct mail and catalogs, call centers, social media, mobile devices, gaming consoles, televisions, networked appliances, home services and more. Unless you’re willing to adopt an entirely new perspective—one that allows you to integrate disparate channels into a single seamless omnichannel experience—you’re likely to lose relevance and fade away. Understanding and striving to create an omnichannel experience is no longer an option, it is a necessity. By learning how to “channel” your omnichannel fears now, you can reap the benefits of being an early adopter. More importantly, you can help pave the path for in-store to lead the charge for a truly omnichannel experience and gain the loyalty (and dollars) of the omnichannel shopper. —Richard Winter is the president of POPAI, The Global Association for Marketing at Retail, an information source for brand marketers, retailers, producers and suppliers. Find out more at www.popai.com. | April/May 2012 www.ddionline.com http://www.popai.com http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - April/May 2012

DDi - April/May 2012
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor’s Choice
Design Snapshot
Loblaws
The new food retail
Channel Focus: Jewelry
What’s next for digital retail?
Mobile wallets
Product Spotlight: Technology
Right Light
Post-Show Coverage
Calendar
Advertisers
Classifieds
Think Tank

DDi - April/May 2012