Cross-Channel Shopping This Holiday Season

Casey BartoThe holiday season is just around the corner, and according to an article from Internet Retailer, more and more consumers will be likely be cross-channel shopping this holiday season.
In his article, Zak Stambor notes a recent report from Retail Systems Research (RSR) urging retailers to engage consumers regardless of channel. Paula Rosenblum, managing partner at RSR states that retailers need to create a single brand identity across channels.

With ecommerce spending on the rise, it is assumed retailers will likely seek out software with a universal profile management system capable of providing consumers with valuable targeted content on a Web site, mobile device or through email.

A few other points from Stambor’s article jumped out at me as well. First, 65 percent of retailers say consumers shop across multiple channels, and are more profitable than consumers that shop across single channels. A second interesting point is that retailers must have a working mobile Web site because consumers expect to be able to navigate and use a mobile Web site easily, according to Rosenblum.

Some tips for creating a user-friendly mobile Web experience include providing the customer with small bits of valuable information, and as Rosenblum notes, making sure your site is up-to-date with product listings, and other helpful information. Frequent Lunch Pail contributor and mobile marketing expert Bryce Marshall also offers some simple tips creating great mobile Web experience in this post. Among them, Bryce notes that most consumers use their mobile device to help make purchase decisions while they are at a retail location. Provide consumers with easy access to the information they need, and they will be grateful.

Direct digital marketing plays a large role in the present and future of cross-channel retail. Stay tuned for more information on the important role of direct digital marketing and the happenings in retail this holiday season.

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  1. […] Cross-Channel Shopping This Holiday Season Frequent Lunch Pail contributor and mobile marketing expert Bryce Marshall also offers some simple tips creating great mobile Web experience in this post. Among them, Bryce notes that most consumers use their mobile device to help make . […]

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