Retailers believe their in-store sales will shrink 14% in the next 12 to 18 months. This kind of statistic should set off alarms for your clients.
"Customers that browse across multiple digital environments hold the highest conversion rates — and lifetime value."
As multichannel shoppers spend more, retailer are gearing up for the crucial holiday shopping season by cementing omnichannel strategies. eMarketer expects more than one-fifth (23.7%) of the $262.3 billion in U.S. retail ecommerce sales forecast for all of 2013 to occur in November and December. One of the key benefits of adopting an omnichannel strategy will be that it sidelines concerns over showrooming.
Last week, I highlighted the Borrell Associates report regarding the importance of digital specialists. While media companies may be gravitating toward hiring more digital specialists, they should also keep an eye on the rise of omnichannel engagement. The IAB and Winterberry are reminding media companies and marketers that the most effective campaigns cross all customer touch points with a consistent message. This trend increases the importance of being able to sell a multi-format media solution to marketers and may give rise to 4 new Ps of marketing, especially on the digital front.