The Perspective 
Tuesday, 09 July 2013

By David Anzia, Frank Mayer & Associates, Inc.

Two big motivators are pushing retailers to transcend walled-off commerce and implement omni-channel strategies.  The first is connected consumers who have expectations of both individualized and seamless interactions with retailers. The second is the pressure certain retailers are feeling from shoppers engaged in showrooming and the unrelenting competition from online retailers like Amazon, who are the beneficiaries of that behavior.

You need only to attend a retail conference or engage a few retail executives in conversation to understand the need for speed in overcoming infrastructure hurdles to erase the barriers between consumer touchpoints. More than half of respondents to RSR’s 2013 Cross Channel Benchmark survey feel consumer expectations outpace their ability to deliver on a consistent retail experience.

On the consumer-facing side of this retail upheaval, continuity of experience – enabled by engaging interactive merchandising, a choice of self-service options and informed assisted selling – will be the driver for garnering the loyalty of digitally savvy Millennial shoppers. Those are the shoppers that will account for nearly a third of retail sales by the end of the decade.

As an in-store merchandising company whose projects often involve bridging retail channels, it is clear to us that omni-channel retailing offers benefits that transcend the challenges of implementation. Beyond the infrastructure changes and organizational realignments required is a vision for attracting and retaining high value customers and driving greater sales.

Improved Customer Perception

Customers expect integration and will become impatient waiting for it to become a reality. The blurring of channels isn’t just a retail phenomenon. It is advancing into other aspects of consumers’ lives like entertainment, where two-screen viewing is becoming a behavioral norm. Retailers are in a transitional time where speed of implementation can be differentiating and brand-building or slow response can be frustrating and damaging.

Increased Sales

Retailers who have inventory visibility and availability in the customer’s channel of choice have a better opportunity to complete the sale. The proof of this tenant is in the success of department store shopping kiosks and category tablet kiosks that give shoppers access to a wider selection and provide multiple points of access to complete the purchase. Consumers who shop across channels are actually spending more with their favorite retailers.

Better Data Collection

Visibility across channels means a more customized experience. Retailers that can track customers across channels and understand preferences can better serve their customers.  They also gain insights into crafting offers that motivate customers to get out from behind their screens and engaged in store, where the likelihood of impulse purchase is greater.

Enhanced Productivity

An omni-channel strategy can arm store associates with tools that increase access to information and promote efficiency. Tablets have become the front line of defense against customers armed with more information than store employees and a great offense for turning customer data into loyalty-building service.

There are benefits and best practices involved in the use of technologies – tablets, smartphones and touchscreens – that are the face of omni-channel retailing for consumers. The Convergence of the Connected Consumer and Omni-channel Retailing is a new resource we’re offering. It examines how retailers can take advantage of these tools to carry out their omni-channel strategies.

Posted by: Admin AT 09:34 am   |  Permalink   |  0 Comments  |  
Monday, 06 May 2013

By Paul Shwabe, Practice Leader - Retail Solutions, RMG Networks

The next mega-challenge for retailers is their ability to measure and analyze when, where and how consumers “touch” each fulfillment channel along their path-to-purchase.

Retailers are spending millions to development modern processes in this era of agile commerce with flexibility to meet the consumer’s multi-channel demand. Presently retailers are struggling with actually tracking the entire journey beginning to end (web, mobile, in-store) as a consumer jumps from one channel to the next channel as they get to the moment of purchase.

Before retailers can solve this question/problem they must ask themselves more questions about the consumer. It is critical for retailers to understand the context, content, and community which the consumer will travel… and only then will retailers be able to analyze and build metrics of commerce.


In the past retailers used to control the entire brand message and communicate it in a very linear and one-directional modality to their consumers. Clearly, those days are long gone and today’s consumers are liberated and free to research a brand to their hearts content, price compare, and now “buy anywhere” (web, mobile, in-store) and even abandon a specific channel experience only to resume their quest later with another channel with the eventual purchase with the demand “get anywhere” (in-store, store-pickup, store-delivery, delivery-to-home).


Retailers need to recognize the relevancy of a consumer’s awareness and selection of a brand product or category based upon the physical proximity and decision proximity. The context of proximity will dictate the consumer’s preferred channel.
As well content and community will influence a consumer based upon whether they are making a product choice or comparison or simply looking for more category educational information. Retailers / store associates whom understand each aspect of relevancy of a consumer will also drive a consumer’s behavior.


Retailers and advertisers blend the physical environment as well as every imaginable digital asset (music, video, and graphics) and technology (WiFi, interactivity, augmented reality, RFID, NFC) to influence and shape the consumers experience in their purchase decision.

The skill and balance is that content visually presented and personalized can be used for both Educational – early in the awareness stage and then Selection – later in brand product comparisons or product choice.


Retailers and brands are recognizing the power of social networks (YouTube, Facebook, Twitter, Pinterest and Google+) as well that consumers are inclined to reach out to family, friends, co-workers, store associates, and even strangers with whom have made similar life style purchase choices for their opinions, feedback, how-to, knowledge before they will make their final decision.
Consider the number of retailers that are launching other web sites, mobile apps, blogs to support their brand community (MyLowes, Home Depot’s – The Apron, Macy’s mBLOG, Neiman Marcus’ NMdaily).


Retailers must re-educate their store associates as well sponsor increased employee communicate to alter an era of transaction based culture & attitude toward the consumer so it is transformed to a relationship culture. There is a shift in thinking with both Retailers and Consumers as reference in “The AVATAR moment for Consumers and Retailers.” Commerce maybe a primary objective, but relationship is critical to sustain and grow.

Technology helps support the consumer experience, but consistency in the consumer’s path-to-purchase is the first step to innovation and transformation.

photo credit: VinothChandar

View original article on the RMG Networks blog


Posted by: Admin AT 04:49 pm   |  Permalink   |  0 Comments  |  
Add to favorites

Our members are among the most prominent and respected suppliers of digital signage, kiosk, self-service and mobile technology solutions.

Request project help from DSA members

 The Perspective 
Latest Posts

Tweets by @iDigScreenmedia

Digital Screenmedia Association | 13100 Eastpoint Park Blvd. Louisville, KY 40223 | Phone: 502-489-3915 | Fax: 502-241-2795



Website managed by Networld Media Group