Canadian Retailer - Spring 2014 - 16
OMNICHANNEL RETAIL
REVERSAL OF FLOW
The consumer is king, and in today's omnichannel environment,
retailers across the country are innovating to meet their needs
and preferences, whatever they might be.
BY DAVID MCPHERSON
THINK of today's retail world like an an-
store such as pricing. In February, the comcient Persian bazaar; the customer is king. pany announced that it was investing close
If they don't like your price, your service, to $31 million for e-commerce projects to
or your goods, they'll just leave and go to further grow its online store offerings (curthe next stall in the market-whether that rently numbering more than 150,000 prodstall is a competitor's store across the street ucts) and to provide even better service to
or the online retailer where they choose to its customers, which includes free shipping
shop from their mobile device-and haggle throughout most of Canada.
for the best price.
Retailers continue to make
"It still feels like the sex in high school thing.
an omnichannel operations
strategy a top priority in 2014. Everyone is talking about it and probably
Home Depot told investors it very few people are doing it. And, if they are
would spend about $300 million to give customers what doing it, very few of them are doing it well."
they want: such as improv- MITCH JOEL
ing mobile apps, and making
Twist Image
supply chain improvements
to offer better service options for customers Definitively speaking
Despite these innovations, however, ofsuch as the ability to buy online, pick up instore, buy online, and ship to store for pick- fering a seamless omnichannel experience
up. Other retailers such as Best Buy and is still a fantasy for many retailers because
The Gap are shifting their stores into distri- the definition of the word changes and
bution hubs to route orders close to custom- evolves daily.
"It still feels like the sex in high school
ers' homes-empowering the consumer.
Last fall, Walmart Canada launched thing," says Mitch Joel, President of Twist
a new website, working closely with its Image. "Everyone is talking about it and
global e-commerce team to provide a more probably very few people are doing it. And,
seamless approach for its customers across if they are doing it, very few of them are doall channels. Features include the ability ing it well."
Jim Danahy, Managing Principal/CEO
for consumers to view which products are
in stock at their four nearest bricks-and- of CustomerLAB, says there is a chasm that
mortar Walmart stores and find out addi- needs to be crossed.
"Consultants and digital service providtional information about their preferred
16 |
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Canadian Retailer - Spring 2014
Table of Contents for the Digital Edition of Canadian Retailer - Spring 2014
Publisher’s Desk
Retail Currents
Retail: At Issue
Understanding the Channels
Reversal of Flow
Omnichannel Retail—Everywhere All the Time
At Home Online
A Space to Grow
Blocking and Tackling With a Canadian Marketing Legend
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Spring 2014 - cover1
Canadian Retailer - Spring 2014 - cover2
Canadian Retailer - Spring 2014 - 3
Canadian Retailer - Spring 2014 - Publisher’s Desk
Canadian Retailer - Spring 2014 - 5
Canadian Retailer - Spring 2014 - 6
Canadian Retailer - Spring 2014 - 7
Canadian Retailer - Spring 2014 - Retail Currents
Canadian Retailer - Spring 2014 - 9
Canadian Retailer - Spring 2014 - 10
Canadian Retailer - Spring 2014 - 11
Canadian Retailer - Spring 2014 - Retail: At Issue
Canadian Retailer - Spring 2014 - 13
Canadian Retailer - Spring 2014 - Understanding the Channels
Canadian Retailer - Spring 2014 - 15
Canadian Retailer - Spring 2014 - Reversal of Flow
Canadian Retailer - Spring 2014 - 17
Canadian Retailer - Spring 2014 - 18
Canadian Retailer - Spring 2014 - 19
Canadian Retailer - Spring 2014 - 20
Canadian Retailer - Spring 2014 - 21
Canadian Retailer - Spring 2014 - Omnichannel Retail—Everywhere All the Time
Canadian Retailer - Spring 2014 - 23
Canadian Retailer - Spring 2014 - 24
Canadian Retailer - Spring 2014 - 25
Canadian Retailer - Spring 2014 - 26
Canadian Retailer - Spring 2014 - At Home Online
Canadian Retailer - Spring 2014 - 28
Canadian Retailer - Spring 2014 - 29
Canadian Retailer - Spring 2014 - 30
Canadian Retailer - Spring 2014 - 31
Canadian Retailer - Spring 2014 - A Space to Grow
Canadian Retailer - Spring 2014 - 33
Canadian Retailer - Spring 2014 - 34
Canadian Retailer - Spring 2014 - 35
Canadian Retailer - Spring 2014 - Blocking and Tackling With a Canadian Marketing Legend
Canadian Retailer - Spring 2014 - 37
Canadian Retailer - Spring 2014 - 38
Canadian Retailer - Spring 2014 - 39
Canadian Retailer - Spring 2014 - 40
Canadian Retailer - Spring 2014 - 41
Canadian Retailer - Spring 2014 - 42
Canadian Retailer - Spring 2014 - 43
Canadian Retailer - Spring 2014 - 44
Canadian Retailer - Spring 2014 - 45
Canadian Retailer - Spring 2014 - 46
Canadian Retailer - Spring 2014 - 47
Canadian Retailer - Spring 2014 - 48
Canadian Retailer - Spring 2014 - Advertiser's Index
Canadian Retailer - Spring 2014 - Retail Quick Tips
Canadian Retailer - Spring 2014 - cover3
Canadian Retailer - Spring 2014 - cover4
Canadian Retailer - Spring 2014 - outsert1
Canadian Retailer - Spring 2014 - outsert2
Canadian Retailer - Spring 2014 - 51
Canadian Retailer - Spring 2014 - 52
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