The Multichannel Consumer

Lesley MattThis year’s Annual Summit is officially underway in Dallas. One of the highlights of the first day was the opening keynote by Urban Outfitters CEO Glen Senk.
Senk noted that today’s consumers are increasingly multichannel, adding that those who shop across three channels are likely to spend six times as much as consumers that only shop in just one channel.

Here are a few interesting points from Senk’s keynote:

Because the consumer is interacting with a brand across multiple channels, Senk stressed the importance of having a singular view of the consumer. This particular point resonated with me. As a marketer, I know the value of having a central location for every marketing data point.

Having all customer data in a central location makes it easy to create a seamless shopping experience, whether a customer made a purchase via their mobile device, clicked on an email, or ordered something online.

Another interesting point was Senk’s emphasis on connecting shopping experiences via mobile. He noted that the key to making the connection will be allowing customers to scan a tag on an item and instantly receive consumer reviews and information and make a purchase all via the mobile device and all without having to have a store associate nearby. (Similar to the in-store mobile program Canon recently launched.)

As Senk and his team have studied the mobile opportunity, they have come to the conclusion that mobile devices may impact the in-store experience more than they actually impact the online experience.

“Gone will be the cash registers,” he said.

Bringing this trend to life, Senk estimates that Urban Outfitters will have some sort of mobile technology in its brick-and-mortar stores by the end of the year.

When formulating any kind of mobile strategy, it is important that marketers avoid the urge to attack the channel in a piecemeal fashion, and instead create a holistic mobile strategy that focuses on the consumer.

Here are some mobile resources that may be helpful:

Mobile Marketing Experts Agree on the Fundamentals

3 Keys to a Successful Mobile Strategy

Indentifying a Good Mobile Strategist

If you’re attending, what did you most enjoy about the first day of the show?

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