Creating a seamless cross-channel experience is likely your goal. But your customers may not be experiencing that, at least according to a March study from Forrester Research: US Online Retail Forecast, 2009 To 2014.
Cross-channel retail integration can mean many different things to many different people. It can refer to integrating a brand across a variety of channels, such as retail store, website and catalog, for example, which Brent Niemuth discusses in "The Integrated Shopper," beginning on page 13. Niemuth explains that for consumers to really connect with a brand, they must have the same brand experience online, in-store or with its catalog.
Victoria's Secret Online, Offline Coupons Draw Shoppers; Target Catalog Goes Back to School
Crutcheze.com Leans on Search for Growth; OfficeMax Targets Women With New Catalogs, Campaign; Sears, Penney Ramp Up Diverse, Seasonal Campaigns.
This year’s ACCM, held two weeks ago in New Orleans, was the 23rd consecutive one I’ve attended. And like many of the sad few who showed up to this year’s, it left me longing for the good ole days.
Lane Bryant: The women’s plus-size specialty apparel retailer has launched a new fashion retail catalog. The catalog was mailed to 3 million existing customers beginning in March. Lane Bryant, which isn’t connected with the former Lane Bryant catalog that Redcats USA (and before that, Brylane) used to operate, also unveiled a new toll-free number to handle orders and customer service inquiries, joining its retail stores and e-commerce site. The new catalog conveys a fashion-inspired look with a new attitude and bright colors.
Mired in a “sea of sameness,” multichannel retailer J.C. Penney is challenged to differentiate itself from its competitors. By creating emotional connections with consumers through easy and enjoyable shopping experiences — no matter the channel — it believes it can do just that. At last month's National Retail Federation Convention in New York, Clarence Kelley, executive vice president of planning and allocation at J.C. Penney, outlined four tactics the company uses to better serve its customers.
Fresh on the heels of a report from the Department of Commerce that December retail sales dropped 2.7 percent, more than double the 1.2 percent decline Wall Street analysts predicted, comes more bad news for multichannel retailers: 2009 doesn't figure to be any better. Such was the sentiment of a panel of retail experts during a session at this month's National Retail Federation Convention & Expo in New York.
Finding a nonstruggling multichannel retailer these days isn’t easy, but finding some that seem to know how to get through the recession is very possible. And during a session at the recent National Retail Federation Convention & Expo in New York ...
In his keynote address at the 2008 Internet Retailer Conference & Exhibition in Chicago last week, Mike Boylson, executive vice president and chief marketing officer of J.C. Penney, discussed his company’s evolution and how the Web has become central to its growth mission. With a $1.4 billion marketing budget, Penney certainly intends to fund its Web development generously. “It’s becoming an economic necessity to transform the marketing initiative to the digital space,” Boylson said, noting the rising costs involved with mailing catalogs. This isn’t to say that Penney has abandoned the catalog as a marketing channel. It’s just scaling back. And the message being