Ever wonder why one retail brand steps firmly out ahead while another struggles to keep the lights on? More and more lately we are seeing the effect consumer preferences are having in the way retailers adapt and serve customers. You can see it in the way they market their commercials, you can see it in the influx of retail shopping apps, and you can see it in wildly different styled websites that reflect progress towards what it means to be truly multi channel capable. Not only now are retailers becoming multichannel but they are interweaving aspects of the marketing channels that have historically worked apart from each other, like putting Facebook likes relating to product for a social approval score, and Pinterest pin tags on bags in store to get more shares. This intersection is starting off strong and will continue to grow. With this being said we wanted to draw attention to the one’s who are delivering a multichannel retail marketing campaign to effectively drive new traffic to their stores and sales to their drawers.
Well, I realize this is just such a classic answer, and I’m a bit dissapointed for saying it because everyone knows they do retail well to say the least. But, I want to give some new perspective here in that most don’t truly know whats going into the multichannel marketing efforts for Walmart. I spoke with a Walmart store manager to figure a bit more out about what they are responsible for in a Walmart. The list goes something like this:
The number one seed goes to…Walmart
While this list is not all inclusive you can see the multiple facets of a true multichannel marketing strategy. What you’ll notice is many of the channels they use are traditional channels, while the vast majority, and impactful channels are more modern, digital based channels. This is a pattern of the top retailers, and is designed to build out their multichannel presence across a wide range of mediums. One thing to point out however is Walmart’s massive size and appeal to a wide range of individual personas. With other brands are more specialized on a certain category it would make sense to still use the same channels, with more specialized content and networks chosen to deliver on. Walmart was chosen for this spot because they have really streamlined their entire process for announcing new promotions and new items to draw visitors to their stores. Increasingly Walmart has made a push towards mobile devices, as a increasingly large percentage of their sales (70%) to Walmart.com came from mobile devices on Thanksgiving and Cyber Monday. This is a staggering growth rate at Walmart for mobile based commerce which is why they have excelled so much in their multichannel marketing success.
Number two is sitting pretty at Sephora
Sephora, most men may not know about this company, because it’s a beauty products retailer. They have done a great job with their ability to captivate the woman’s spirit of beauty with a seamless online, and offline multichannel retail marketing campaign. With their semi recent new employees such as Julie Bornstein who acts as both Chief Marketing Officer and Chief Digital Officer you can see their efforts are going much closer to a true digital brand experience. For this reason Sephora has made a serious push to align the interests of their in store brand experience, their online site, mobile app, and event’s held. Sephora has made good progress in leveraging these mobile channels for a product that many women want to put their hands on first. For Sephora, their services and event’s channel has been huge. This is a chance for them to get the product in customers hands, so they find the right fit the first time, pay for it, and then know what they should order and can order it directly through the Sephora website, or one of their mobile applications.
This is a great, and semi disguised way to bring in new customers to their stores, while utilizing multichannel retail marketing to get in front of their customers and sell more product. Sephora has also spanned it’s organization across the classic new age multichannel retail marketing to include social profiles, in mall advertising (as this is their main audience and location bases), and Google Adwords is a heavily used marketing channel to get specialized traffic from online sources to their sites.
American Apparel Takes Third with Best In-Store Multichannel Marketing
American Apparel is betting on a better in store approach to drive multichannel retail marketing sales dollars. With heavy investment into applications that make the in-store experience more digitally enhanced, they are utilizing multichannel retail marketing strategies that are meant to enhance the experience and provide more options to customers while they shop, hold, and buy new products. This is a marketing tactic because it’s meant to engage the customers with something they already enjoy shopping! For instance, American Apparel has done it’s best to give all possible options in an effort to reduce stockouts and make it always available no matter what the customer is interested in. These efforts go a long way in leaving lasting impact on a customer, to increase loyalty, and virality of their store experience. This is a great example of the power that can come when you merge in store retailing with the digital aspect of mobile phones and smart displays.
Multichannel Beverage Distributor BevMo Comes In Fourth
You wouldn’t really think of a beverage retailer as a true multichannel retail marketing maverick but indeed they are doing things right. BevMo has launched a series of campaigns to ignite their multichannel capability to deliver cold alcohol to beachgoers and others. It’s one of the best uses of buying online and picking up in store as well, with your booze waiting for you as you roll up. An interesting channel they are using, which they are not alone in, but certainly do well in is the subscription service. Increasingly we have seen this become a wildly effective business model as it creates a serious sense of loyalty for your customers. When they get a new package delivered monthly from your stores, you’re extending the experience to include an element of surprise from the business itself. This lends well to an existing retail store in that it offers a fresh way to entice customers to return to your brand which can be advertised across multiple channels as a bonus just to come in the store and figure out what this monthly mystery box is all about.
Mega Multichannel Marketer Nordstrom Shows Some Pinterest for Fifth
Pinterest has come a long way, and now competes with Facebook for driving the most traffic and sales to retailers across the internet. For this reason we chose Nordstrom as the fifth best example of true multichannel retail marketing coming into play. By placing the “top pinned items” in the front of the store there is instant social proof of why to shop there. This works. People are increasingly being driven by what the media (especially social media) is saying about trends, stories, and other sources around the internet. This impacts directly what people are going to be buying from retailers, no matter who they are. Think about it, the barriers of entry are significantly lowered when you provide social proof because now whoever the shopper is doesn’t have to worry about the post purchase dread of getting an item that doesn’t fit current fashion trends.
This list is a small composition of the whole movement towards a more unified, multichannel retail marketing approach with customers. Don’t use the wrong approach in this day or you’ll surely be out of business quickly. The goal here is to open your mind up to some of the seemingly crazy retail technologies that are actually collectively having an impact. Retail shoppers want these things, all of them, whether they know it or not. While it makes sense to really evaluate your options so as to make a best fit of your resources, many of these are simple additions to existing infrastructure that make it easier to grow and become viable for the customers you serve on a daily basis. For more information on multichannel retail marketing strategies you can visit orkiv.com or shoot us an email.