Future of Retail - Target Multi-Channel President On Winning Showrooming


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English: Logo of Target, US-based retail chain
asey Carl of Target Stores explains how you win at showrooming.
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Excerpt from blog:

There's no question that showrooming, where shoppers browse products in a store and then purchase online, is a threat to retailers like Target that have a significant investment in real estate and physical stores.

However, less publicized is the fact that showrooming is also the greatest opportunity for retailers.



The blog can be read here.

The main point Carl makes are:

  • Showrooming is natural evolution increasing competitive nature
  • Embrace both your physical and your digital strengths
  • Smartphone shoppers 14% more likely to purchase in store
  • That % doubles if the customer uses retailer site or app
  • Exceptional inspirational experiences matter
  • Online digital must sync with store.
  • Big step was Free wifi in stores
  • Gigantic step was Cartwheel digital savings program  [link]
  • New initiate Baby 360. First deployed Chicago
  • Target focused on Mothers, Expectant Moms. >> Multi-generational marketing
  • All about better serving digitally-connected guests
  • Involving key partners as well

Lexical notes:

  • 94% words 3 syllable or less
  • Average syllables 1.82
  • Lexical density 67%   (textalyser.net)
  • Word examples - survive & thrive, opportunity, game-changer, inspiring, discovery, inspiration,guest experience,brand experience, meaningful content, reviews, recommendations, experience, experiences




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This page contains a single entry by Staff published on October 21, 2013 6:59 AM.

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