Canadian Retailer - Spring 2014 - 17
ers know exactly how the world is unfolding and exactly
what the prescription is for omnichannel success, but many
retailers are cynical whether the definition is clear, let alone
whether the solutions are as crystal clear as those that are
trying to sell them these solutions claims."
While it's easy to write and talk about
PERCENTAGE OF RETAILERS WITH LOYALTY
omnichannel, the practical application is
an immense challenge. Even with technological advances, there are so many im46%
mediate limitations and barriers to entry.
Transactional loyalty program
Assigning e-commerce to a specific de38%
Loyalty program via branded credit card
partment is not necessarily an effective
solution. You need to think of omnichannel
Non-credit card loyalty program
as the way the whole company is rewarded
for satisfying the customer where crossMobile app supporting loyalty program
functional collaboration is required to de4%
liver this unforgettable experience.
Loyalty program is tiered
"It's about the service of the customer as
opposed to customer service," Danahy says.
Retailers that get it recognize that customers don't care whether you have an omnichannel executive
leading the charge; or, that you've invested millions of dollars into your information technology and changed your supply chain practices and order fulfillment to meet increased ecommerce demands. Sure, these are all pieces to the puzzle,
but all customers care about is their experience with your
brand: wherever and however they choose to interact with
your products and whether this experience not only meets,
but exceeds their expectations. That's true omnichannel. If
the brand experience is memorable and there's a consistent
message, no matter the channel, consumers will like your
product on Facebook, Tweet about it, and socially share this
positive experience-engaging others in your organization.
www.retailcouncil.org/cdnretailer | spring 2014 | canadian retailer |