As people may know, these days, the birth of Omnichannel has led to a whole revolution in retail trading. Although most retailers are aware of Omnichannel’s effectiveness, not all of them could manipulate it successfully to operate the business at scale.
The problem came out when they know Omnichannel’s theoretical side effect but how to put it into practice is still a tough question. Obstacles might stem from the differences in diversified fields, firm’s scale, competitiveness and so on.
Thus, it doesn’t exist a typically perfectly authentic recipe for all business to win Omnichannel. However, it’s likely to learn from others’ achievements. And here is the list of 25 impressed Omnichannel Brands to imitate smartly.
In brief, the names of 25 omnichannel brands on top are:
|DSW||Dick’s Sporting Goods|
With the purpose of making coherency, we will divide those 25 brands into specific groups according to the products they provided to the market. Particularly, there are 6 kinds of which are Outfit, Cosmetics, Stuff for pets, Commodities, Gaming stores, and Off-price store.
1. DSW (Designer Shoe Warehouse)
DSW, Inc. (Designer Shoe Warehouse), is an American footwear retailer of designer and name brand shoes and fashion accessories with over 500 stores in the United States and an e-commerce website.
The retailer has been selected as having the “Best Omni-Channel Experience” by eBay Enterprise in 2015.
Mike MacDonald, president and CEO of DSW says:
”The successful deployment of our ship-from-store capability transformed our stores into over 400 fulfillment centers with significant proximity to DSW’s 23 million Rewards customers. Our omni-channel capability has doubled sales demanded in one place but fulfilled elsewhere to almost $100 million, volume equivalent to opening twenty DSW stores. Our goal is to expand the customer access from 2,500 choices within a local store to 15,000+ choices throughout the DSW network”
★ Key-take-aways from DSW:
- New endless aisle technology that gives shoppers an easier and faster way to shop additional colors, styles and extended sizes via mobile devices and digital displays.
- Using a new in-store mobile application, customers can view redeemable Rewards certificates, wish lists and personalized offers, as well as check out quickly at any point within the store.
- In other developments, DSW recently upgraded its e-commerce platform to unleash new capabilities in search and personalization. The upgrade allows customers to find more relevant search results on DSW.com and to experience personalized content in the future.
- The retailer also has plans to offer the capability to buy online pick-up in-store, which will further expand DSW’s unique brand of shopping convenience to busy customers.
Related Post: Omnichannel Order Fulfillment: The Key to Growth
UGG is a registered trademark in the United States and over 130 other countries for footwear, as well as bags, clothing, outerwear, home goods and other products.
They sell products through physical stores, wholesale partners, e-commerce site and mobile app. Thank to this, UGG has elevated a seamless shopping experience across channels.
★ Highlighted feature from UGG:
UGG won top scores for this omnichannel features: shop online, pick-up in store; search products online in-store; loyalty point (reward point); return product across channels; customer service; pricing consistency across channels.
It enables in-store sales associates to help customers view and purchase products not found in stores, as well as “Magic Carpet” RFID technology in select test stores. When shoppers try on shoes and step onto a carpet in front of a large interactive display, RFID communications render product details for the item on in-store touchscreen monitors. The customer can enter their phone number to receive a text with a URL to a product page on UGG’s mobile site for easy purchase.
3. Urban Outfitters
Urban Outfitters, Inc. is an American multinational clothing corporation headquartered in Philadelphia, Pennsylvania. It operates in the United States, Belgium, Canada, Denmark, France, Germany, Italy, Ireland, the Netherlands, Pakistan, Sweden, United Kingdom and Spain.
Its inventory primarily consists of women’s and men’s fashion apparel, footwear, beauty and accessories, activewear and gear, and housewares, as well as music, primarily vinyl records and cassettes.
★ The key-to-take from Urban Outfitters is that it puts digital first in Omnichannel Strategy:
Build up a rich and easily navigable website to make consumers feel welcomed as long as possible. They use a mix of media including videos, slideshows, drop-down box. The front-end is straightforward and intuitive. Shoppers easily scroll down to find items they want according to smart categories.
Fresh Take on Content: The brand has built out a video streaming channel and music series, “UO Live,” and its music-focused Instagram channel offers exclusive releases and giveaways.
CEO Trish Donnelly points out that the video series now has tens of thousands of subscribers. In addition to its store and online product offerings of vinyl, headphones and other music-related accessories, the retailer has expanded within the category to deliver a true omnichannel “surround sound” experience to its festival-going fanbase.
Using Instagram as Branding Tool: Urban Outfitters has used Instagram to refocus its marketing for an older demographic. Instagram was one of the tools that this brand used to make the change, cleaning up the imagery and presenting higher quality products that would appeal to an adult market.
The brand’s Instagram channel now has more than 700,000 followers and has received more than 19 million individual “likes” in Q2 2016 alone. Bloomberg notes that Urban Outfitters’s ads even took on an appearance reminiscent of Instagram.
Zumiez Inc. is an American specialty clothing store founded by Tom Campion and Gary Haakenson in 1978 and publicly traded since 2005. “Offering gear and clothing for the skater, snowboarder, and surfer,” Zumiez markets clothing for action sports, particularly skateboarding, snowboarding, and motocross.
★ The Key-take-away from Zumiez
Zumiez received a maximum score of 100 points across the seven criteria:
- Buy online, pick up in-store
- Search in-store products online
- Shared cart
- Loyalty points earned/redeemed across channels
- Return products across channels
- Three or more channels available for customer service
- And pricing consistency across channels
Zumiez’s customers are now able to reserve/buy online and pick up in-store same day; ship from any store to any location; and order online from the store. As you can see, stores are an essential part of Zumiez’s omnichannel experience.
Another essential part of the omnichannel experience for Zumiez is its loyalty program, Zumiez Stash. Shoppers can redeem points online and in-store, and there’s even a Zumiez Stash app that keeps track of points for its loyalty members.
5. The Finish Line
Finish Line is an American retail chain that sells athletic shoes and related apparel and accessories.
The company operates 660 stores in 47 states, mostly in enclosed shopping malls, as well as Finish Line-branded athletic shoe departments in more than 450 Macy’s stores.
★ Key-take-aways from The Finish Line:
Unlike other retailers, The Finish Line pursuits different Omnichannel’s approach. Instead of trying duplicate in-store experience on mobile and online, The Finish Line stay focused to improve its unique features on web as well as mobile experience and then integrate those into in-store experience.
Besides, The Finish Line also focus on matching the online and physical store experience. They are investing mobile beacons which can recognize customers coming or leaving stores. Plus, customers when using this technology are also allowed to get more information about the products for sale.
What’s more, other important things is that The Finish Line wants to enhance customers’ in-store experience. The integrations that allow consumers to use their phones to preview shoes they’re trying on in-store in front of famous landmark locations using augmented reality. In-store shoppers can even post pictures to social media accounts using the integration.
Related Post: What Omnichannel Distribution in the Retail World?
6. New York & Co
New York & Company, Inc. is a specialty retailer of women’s fashion apparel and accessories, and the modern wear-to-work destination for women, providing fashion that is feminine, polished, on-trend and versatile.
The Company’s proprietary branded New York & Company® merchandise is sold through its national network of retail stores and online at www.nyandcompany.com. The Company operates over 400 stores nationwide.
Total Retail, in conjunction with Radial, a technology and operations provider whose clients include New York & Company, evaluated the top brands in retail to determine which brands were actively responding to consumer trends.
★ The Key-take-away from New York & Company
New York & Company’s #3 ranking was determined by four criteria:
- Buy online and pick up in store
- Consistent pricing across channels
- Ability to return products across channels
- And search for in-store products online.
The strong point which distinguishes New York & Company’s from others is in-store kiosks experience. Customers, who cannot find their size, can view the entire assortment and order online or pick up from a nearby location.
Nordstrom is an American chain of department stores headquartered in Seattle, Washington. Founded in 1901 by John W. Nordstrom and Carl F. Wallin, the company began as a shoe retailer and expanded its inventory to include clothing, accessories, handbags, jewelry, cosmetics, and fragrances. Select Nordstrom stores also include wedding and home furnishings departments.
The company has 349 stores operating in 40 states, Puerto Rico and Canada, a number which includes 123 full-line stores and 215 Nordstrom Rack stores, five Trunk Club clubhouses, two Jeffrey boutiques and two clearance stores. Nordstrom also serves customers through nordstrom.com, nordstromrack.com, and its online private sale site, HauteLook.
★ The way in which Nordstrom runs Omnichannel has some point to highlight:
Omnichannel is about customer, not channel.
“We don’t think customers loyal to channel. we don’t hear customers talk about channel very much. Customer values experience”. According to this statement, we could pull out the main point: Share synergies across channels.
And that is the reason why Nordstrom uses Social Media Influence: Nordstrom made it possible to buy items on Instagram and find items based on Pinterest favorites. Pinterest gives Nordstrom the insight of which items become popular among shoppers and they brought the “Pinned Items” to physical stores.
8. Abercrombie & Fitch
Abercrombie & Fitch (A&F) is an American retailer that focuses on upscale casual wear for young consumers, its headquarters are in New Albany, Ohio. The company operates 1,049 stores across all three brands. The company operates two other offshoot brands: Abercrombie Kids & Hollister Co.
★ The strong points of Omnichannel from Abercrombie & Fitch are:
- They allowed customers to buy online and pickup instore
- The system is able to search in-store product online to extend customer’s decision
- No matter devices on which customers purchase products, cart will be shared to make sure the seamless experience as they shop online. It means that if a customer put some wares into cart and then, with some any reason the buying process is interrupted. At another time, they continue to purchase those products by accessing from mobile, they are able to move to the next step without starting again.
- Omnichannel of Abercrombie & Fitch also allows returning products across channels.
- Customer Service is available on three or more channels.
9. Foot Locker
Foot Locker Retail, Inc. is an American sportswear and footwear retailer, with its headquarters in Midtown Manhattan, New York City and operating in 28 countries worldwide.
To talk about the success of Foot Locker in major of running Omnichannel, it’s essential to introduce the effort in blurring the line between online and offline stores.
Video walls are showed at physical stores which allows customers to:
- Search online product in-store
- Rotate product to have 360-degree view
- Read the review from other people who have worn it before.
Besides, the connection between the online site and physical store is improved. For instance, if this brand had the price break on some products, customers can see the prices break in both 2 places. Thus, the criteria of having consistent price is ensured.
10. J.C. Penny
J.C. Penney (stylized as JCPenney) is an American department store chain with 1,095 locations in 49 U.S. states and Puerto Rico.
In addition to selling conventional merchandise, JCPenney stores often house several leased departments such as Sephora, Seattle’s Best Coffee, salons, optical centers, portrait studios, and jewelry repair.
★ The Key-take-away from J.C. Penny
J.C. Penny is one of the list of top 100 omnichannel retailers thanks to those criteria below:
- It allows customers to buy online and pick up in store. Any customers can buy online first and then go to physical stores to receive their products for further shopping as well as in-store experience.
- It supports customer to search product online in-store. All the process now may save time and increasingly convenient.
- Shared Cart function is available in case of customers shop via multiple devices. The seamless shopping experience is created.
- J.C.Penny has loyalty program across channels. Obviously, it helps the brand to boost sales and enhance customers’s engagement.
- In case customers wanted to return products, this issue will be synchronized automatically across channels.
- And the last thing is that the consistent price of the product is ensured helping customers have the best experience.
Macy’s, Inc. (originally Federated Department Stores, Inc.) is an American holding company headquartered in Cincinnati, Ohio.
It is the owner of department store chains Macy’s and Bloomingdale’s, which specialize in the sales of clothing, footwear, accessories, bedding, furniture, jewelry, beauty products, and housewares; and Bluemercury, a chain of luxury beauty products stores and spas.
As of 2016, the company operated approximately 888 stores in the United States, Guam, and Puerto Rico. Its namesake locations and related operations account for 90% of its revenue.
According to Deloitte, Macy’s, Inc. is the world’s largest fashion goods retailer and the 36th largest retailer overall, based on the company’s reported 2010 retail sales revenue of $25 billion (equivalent to $28.1 billion in 2018).
★ And here are prominent points that Macy’s uses to win Omnichannel customer experience:
- Same day Delivery: Macy’s tries its best to assure to limit the time of shipment within 24 hours.
- Buy online and pick up in store: Like Best Buy, Macy’s allows the customer to purchase items online and then go to brick-and-mortar to get them.
- Innovation in Stores Selling Technology: Macy’s uses devices and tablets to improve the in-store shopping experience, engage with customers more effectively and offer merchandise idea as well as product information. They use Connect@Macy’s Center for consumers to select destination for online order pickup
- Shopping App: Macy’s enhanced app for both IOS and Android. It allows users to move quickly between items, reach desired products with fewer clicks, check out more quickly or gift registries.
- Image Searching Tool: allow users to search the merchandise assortment on macys.com by taking or submitting any items they saw in real life. Then, the visual search will lead users to the similar products on Macy for them to purchase. This feature is available for iPhone on Appstore as well as incorporated into Macy’s app.
- Smart Fitting Room: Fitting rooms have a wall-mounted tablet for staffs and customers to scan items to view size and color available in stores as well as additional information or review/rating, recommendation helping consumers have “complete the look”. Besides, customers can also tap “Call button” for staff without leaving room. It might be the call for another size or color or any request that they want to let shop assistant know to serve them better.
12. Hat World Inc (LIDS)
Hat World Inc. is an American retailer specializing in athletic headwear. It primarily operates under the LIDS and Hat World brands with stores in the U.S., Puerto Rico and Canada. The majority of the stores operate in shopping malls and factory outlet centers.
The company was founded in 1995 and is based in Indianapolis, Indiana. Operating out of Indianapolis, Indiana, the retail businesses make up more than 1,000 mall-based, airport, street level, and factory outlet locations nationwide, and in Canada and Puerto Rico.
★ The Key-take-away from LIDS
In the process of running Omnichannel, LIDS has key point is Loyalty App
The new app for iOS and Android devices provides shoppers instant and mobile connection to unique options and perks provided through the Access Pass program. Members can easily leverage the app to track points and rewards, engage with the LIDS social channels, and receive the exclusive in-app offer. In addition, the app can be customized to track merchandise for favorite teams and brands.
13. Neiman Marcus
Neiman Marcus, originally Neiman-Marcus, is an American department store owned by the Neiman Marcus Group, headquartered in Dallas, Texas. The number of its location up to now is 42.
★ The Key-take-away from Neiman Marcus
To get the success in using Omnichannel, Neiman Marcus takes advantage of some keys below:
– Mobile App:
Customers have a way to shop on-the-go and find more products that cannot be found in Neiman Marcus stores.
In-store associates are equipped with tablets featuring the app and help customers quickly find products online and offline. Sales associates are also encouraged to direct customers to browse through the online and mobile stores. Customers can access these name sales associates via text, email, phone call, or Facetime on the app.
Neiman Marcus also has a solution for finding any item, from anywhere, within minutes. This mobile app has introduced a new feature called “Snap.Find.Shop”. The feature allows shoppers to take photos of clothing and accessories they see at any store, and the app will find the exact or similar product on the Neiman Marcus mobile store. The mobile app provides customers with a smooth blend of online and brick-and-mortar services, heightening the customer experience.
– Virtual Dressing Room:
Memory Mirror will be deployed at physical stores. It’s a device enabling customers to digitally compare outfits and items of clothing while in the physical store.
Acting as a large video screen and camera, Memory Mirror offers customers images of 360 degrees. Customers log into the mirror and can browse outfits they previously tried on and captured in 360 degrees, eight-second videos,
This try-on video can be saved to the customer’s mobile device, emailed, and shared on social media. Shoppers can also compare clothing options and then it helps consumers pursuit the right thing they desire most.
14. Dick’s Sporting Goods
Dick’s Sporting Goods, Inc., sometimes shortened to Dick’s, is a Fortune 500 American sporting goods retailing corporation headquartered in Coraopolis, Pennsylvania in Greater Pittsburgh.
Dick’s has 610 stores in 47 states, primarily in the Eastern United States. The company also owns Golf Galaxy, Inc., a golf specialty retailer, with 82 stores in 30 states. The company also operates specialty chains True Runner and Field & Stream.
Founded in 1948 by Richard “Dick” Stack, the chain has expanded to become one of the largest sporting goods retailers in the world.
★ The Key-take-away from Dick’s Sporting Goods
In terms of running Omnichannel, here are the strong points we can pull out from Dick’s:
First, Dick’s equipped its sales associates with handheld mobile devices that give them the ability to assist customers from anywhere in the store with purchases, easy online ordering of items that may not be in the store, and additional inventory product information. It’s called “endless aisle” service, using these smart mobile devices making faster and more convenient
Secondly, Dick’s created and continually improve on its mobile customer app, which not only gives customer instant access to online browsing, ordering and loyalty programs, but also uses geo-location data to target customers based on their location. Digitally sending local ads, personalized coupons, valuable loyalty offers, and location-specific specials to customers when they enter the designated “virtual perimeter” sprue store traffic and increase in-store and online sales.
15. Steve Madden
Steven Madden, Ltd., also known as Steve Madden, is a publicly traded company based in Long Island City, New York. Founded by the eponymous designer and businessman, Steve Madden, the company designs and markets shoes and fashion accessories for women, men, and children.
★ The Key-take-away from Steve Madden
During the process of running Omnichannel, there are several highlights can pull out from Steve Madden:
Reward for engagement
SM PASS points are the currency to rewards customers in Steve Madden system. Purchases made via the app earning member extra points. Besides, the member can also earn points for completing engagement activities such as sharing birthday and gender, connecting social accounts, downloading the app, referring friends, writing the product review or completing surveys around personal style.
Personalize email communication and promotion
For example, Steve Madden’s CRM (Customer Relationship Management) is fully integrated with the loyalty platform, which allows for some of the most comprehensive and personalized email strategies in the retail loyalty space. Gender, style preferences, real-time loyalty status/points balances/rewards availability all feed into exciting, targeted, and relevant email marketing communications
Leverage customer insight
As more members join and the data set grows, SM PASS will allow Steve Madden to unlock deeper insights into who their customers are, and how they engage across all brand touchpoints. Access to this customer insight will help drive the marketing strategies of the brand as they evolve the SM PASS program.
16. Kate Spade & Co
Kate Spade & Company, initially known as Liz Claiborne Inc. (founded in 1976 in Manhattan), and then as Fifth & Pacific Companies until February 25, 2014, is a fashion company that designs and markets a range of women’s and men’s apparel, accessories and fragrance products under the Kate Spade New York and Jack Spade labels.
★ The Key-take-away from Kate Spead & Co
Kate Spead & Co is given high value from the researcher for those features of Omnichannel:
- The ability to search in-store product online
- Shared cart function
- Return products across channels
- Three or more channels for customer service.
However, it still has 2 prominent functions which Kate Spead & Co can’t run are buying online picking-up in store and loyalty program redeem across channels.
17. Ann Taylor
Ann Inc. is an American group of specialty apparel retail chain stores for women. The company headquartered in New York City and currently operates as a subsidiary of Ascena Retail Group. The stores offer classic styled suits, separates, dresses, shoes, and accessories.
The brand is marketed under five divisions: Ann Taylor, Loft, Lou & Grey] Ann Taylor Factory and Loft Outlet.
In details, Score of Ann Taylor’s Omnichannel is equal to Kate Spead. Besides, those features of both 2 brand are the same.
18. American Eagle Outfitters
American Eagle Outfitters, Inc. is an American clothing and accessories retailer. The brand targets male and female college students, although older adults wear the brand, with 949 American Eagle Outfitters stores and 97 stand-alone and 67 side-by-side Aerie stores
They add New Relic Insights, gaining the ability to collect event and metric data from across the New Relic Digital Intelligence Platform in real time, and then organize, query, and visualize that data to answer key questions about application performance and customer experience.
Crocs, Inc. is a shoe manufacturer founded by Scott Seamans, Lyndon “Duke” Hanson, and George Boedecker, Jr. — to produce and distribute a foam clog design acquired from a company called Foam Creations. The shoe was originally developed as a boating shoe.
★ The Key-take-away from Crocs
And now, we will reveal the secret of Crocs using Omnichannel:
Firstly, email marketing remains critical to Omnichannel.
Crocs is focused on four primary areas of email marketing including engagement, conversion, reactivation, and transactions; all with the overarching strategy of using email as a retail store driver in addition to sparking online sales. Welcome streams and abandoned cart series are just two of the email marketing best practices being used by Crocs today. For their welcome stream, Crocs encourages social connectivity to further connect newly acquired customers to the brand.
Secondly, they consider all channels “endless aisle”. For example, customers when shopping at the store could be recommended by staff based on personal consumer’s multi-channel behavior. In case customer already bought your product before, brands can capture valuable interest and behavioral dât and apply it to email as well as web personalization
Express, Inc. is an American fashion retailer that caters mainly to young women and men. The company is headquartered in Columbus, Ohio. Express operates 635 stores in the United States, Canada, and Puerto Rico.
★ The Key-take-away from Express
On the list of top 100 omnichannel retailers, Express brand ranked 12th with the key features below:
They allow customers to share cart across many channels. It means when customers switch to another device, shopping process will remain and always available to continue.
Besides, their system supports all channels to synchronize loyalty point earned. Thus, by any methods, customers can easily get and use points.
Even in case consumers wanted to return products, this process will be simpler and easier with Express’s Omnichannel System.
Moreover, channels for customer services is at least three ones. The pricing consistency across channels is ensured by the way.
21. Ulta Beauty
Ulta Beauty, Inc., (formerly known as Ulta Salon, Cosmetics & Fragrance, Inc. until January 2017), is a chain of beauty stores in the United States, headquartered in Bolingbrook, Illinois.Ulta Beauty carries cosmetics and skincare brands, men’s and women’s fragrances, and hair care products. Each store is also equipped with a salon.
★ The Key-take-away from Ulta
And here are the initiatives Ulta wins thanks to Omnichannel:
- Connected inventory: Ulta’s stores and e-commerce business share the same inventory.
- Debut products online: For new products, Ulta adds them first to its e-commerce site, then typically two weeks later brings them into stores. This provides for discovery online, and drives them into the store, Hamm noted.
- Mobile-first mind-set: Ulta challenges itself to design the digital experience with mobile in mind, not desktop. We build on mobile, and then adapt to other mediums, Hamm said.
- Synced inventory: Much like other retailers, Ulta sees a significant portion of its web traffic — both mobile and desktop — checking to see if the product they’re looking at online is available in-store. Inventory levels are synced to enable Ulta to make stock availability known to web visitors.
- Collaborative leadership: The various teams within the Ulta organization are connected and constantly in communication. It’s one experience for the guest, no matter the department, whether it is a supply chain problem, inventory problem, merchandising problem, said Hamm. And it’s that collaboration between teams that helps to get omnichannel projects green lighted, budgeted and executed.
- Marketing attribution: All marketing efforts, online and offline, are measured to see the impact they have on purchases.
- Shared data: Guests are at the center of Ulta, Hamm said, and this requires shared data within the organization to make their experiences as seamless and easy as possible. For example, store associates are able to make product recommendations to in-store shoppers based on data they have on the customer’s previous online behavior.
III. Stuff for pet
22. Pet Smart
PetSmart Inc. is an American retail chain operating in the United States, Canada, and Puerto Rico that is engaged in the sale of pet animal products and services such as dog grooming and dog training, cat and dog boarding facilities, and daycare.
PetSmart also offers a variety of small animals for sale and adoption, such as birds, fish, amphibians, reptiles, and several different small animals, like guinea pigs, chinchillas, gerbils (except in California), many different species of hamster, and mice.
★ The Key-take-away from PetSmart
According to the report, PetSmart ranked 6th thanks to those features below:
- Pick online and pick-up in store.
- Search in-store products online.
- Sharing cart across the devices is passed through and the feature of accepting return products is ensured.
- The consistent price is ideal.
23. Container Store
The Container Store Group, Inc. is an American specialty retail chain company that operates The Container Store, which offers storage and organization products and now the number of stores they have reached is 79.
★ The Key-take-away from Container Store
In the March of 2017, Container Store optimizes e-commerce site with a third-party platform.
It improves page load speeds across all of the Container Store’s web pages and increases conversion rates on those pages. Other features include Application Sequencing, which manages third-script and implements responsive imaging, which loads images in response to visitor scrolling and clicking behavior. The patented software enables real-time management, more efficient load balancing and traffic routing; and protective technology that shields the site from threats and attacks.
Besides, ranking 6th on the list top 100 omnichannel brands in retail, researchers also deem highly on this brand due to those features below:
- Buy online and pick up in store
- Search in-store product online
- Shared cart
- Return products across channels.
V. Gaming Store
GameStop Corp., or simply referred to as GameStop, is an American video game, consumer electronics, and wireless services retailer. The company is headquartered in Grapevine, Texas, United States, a suburb of Dallas, and operates 7,117 retail stores throughout the United States, Canada, Australia, New Zealand, and Europe.
★ The Key-take-away from GameStop
GameStop’s omnichannel model begins with the customer.
Approximately 60 percent of its shoppers are millennials, who demand an authentic and transparent experience. Despite what people may think, millennial consumers want in-store human interaction. But the retailer still wants to provide the easiest shopping experience, whenever or wherever the consumer is.
Therefore, the shop offers ship-to-home; buy online, pick up in-store; and reserve online, buy in-store—the company’s fastest-growing channel.
On the back end, the retailer ensures that online and offline work together and don’t compete with one another. Externally, that relationship factor is just as important. The company has a metric it calls “influenced revenue.” Upon engagement with the brand, GameStop follows a shopper for three days to see their activities and behaviors after the initial research. GameStop monitors post engagement both in-store and online.
VI. Off-price Store
25. Sierra Trading Post
Sierra Trading Post is an online, brick-and-mortar, and catalog retailer of off-price merchandise operated by the TJX Companies. The Cheyenne, Wyoming-based company offers products in categories such as outdoor recreation, fitness and adventure gear, and apparel, along with footwear, clothing, and home decor.
Sierra Trading Post sells merchandise through 16 retail stores (as of June 2017), two mailed catalog titles, and a company website. It carries products from approximately 3,000 name-brand manufacturers.
★ The Key-take-away from Sierra Trading
Sierra Trading Post deeply aware that showroomers love to compare price, so this feature is also available on its web. This brands called out the suggested price. Besides, with the purpose of providing a seamless experience for shoppers, Sierra Trading Post also offer those functions:
- Buy online/pickup in store
- Search in-store product online
- Shared cart
- Three or more channels for customer service
- The price consistency across.
In conclusion, to run omnichannel successfully, each retailer needs its own coherence strategy. It’s not only the issue of making shoppers satisfied and delighted with seamless experience but also the process of managing this system in back-end wisely as well as competently. Thus, almost best Omnichannel brands decided to optimize their business operation with the third parties. They are the real experts who can give retailers the best solution as well as willingly support and utilize the system professionally whenever problems come out.
With 8-year experience in Magento and officially being Magento technology partner, Magestore’s proud to be an expert in running Omnichannel and Magento POS system, offer ideally completed online to offline solution. And in the continuous process serving more than 70,000 global customers up to now, Magestore has been always here waiting for the call to carry out the best Omnichannel solution for Magento. Feel free and released to contact us now!