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Full Description
The retail industry is under significant pressure. Not only are retailers grappling with rising costs, but they are trying to keep up with rapidly changing consumer behaviours, technological advancements and ever-increasing competition.
To win, retailers today have to learn how to serve customers equally well both on and offline. This means integrating the physical seamlessly with the digital and creating something that is flawlessly omnichannel as, more than ever, customers are seeking convenient, personalized and unified shopping experiences, regardless of when or where they choose to engage. An omnichannel approach to retail delivers the potential to boost footfall, enhance customer insight, improve service, grow loyalty and ultimately drive sales.
Omnichannel Retail serves as a practical guide for businesses on how they can better serve customers to fuel their growth by harnessing the opportunity that being digitally enabled and data-driven brings. This fully updated new edition explains how to build engaging loyalty schemes, deliver personalized marketing and how to maximize the power of customer data. Featuring case studies from omnichannel leaders worldwide such as Asda, Woolworths Australia, Target and Pret A Manger, this book provides tangible and proven examples of how retailers can capitalize on the opportunity that our hyper-connected and always-on world presents.
Contents
Chapter - 00: Introduction;
Chapter - 01: The digital imperative;
Chapter - 02: Analogue learnings;
Chapter - 03: Is loyalty dead?;
Chapter - 04: The fundamentals of loyalty;
Chapter - 05: Data-based retailing;
Chapter - 06: The power of personalization;
Chapter - 07: 'Near me' - the importance of place;
Chapter - 08: The digitally augmented store;
Chapter - 09: Mobile makeover;
Chapter - 10: Marketing in the moment;
Chapter - 11: Monetizing the customer connection;
Chapter - 12: The culture of loyalty;
Chapter - 13: Lessons learnt;
