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Holiday 2013: An Omni-Channel Approach for Retailers

Retail sales are expected to rise 2.4% this holiday season (versus 3% last year ((ShopperTrak)).This year, the Holy Grail in maximizing holiday performance will be engaging the omni-channel shopper. Shoppers are increasingly moving across channels—search, content, mobile, TV, marketplaces, social, in-store—in their purchase journeys. But still, most retailers struggle in creating seamless, complementary cross-channel shopping experiences. For instance, a recent RSR Research Report found that only 32% of retailers claimed to have achieved this experience.

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PERFORMANCE STRATEGIESRetailers must focus on building omni-channel experiences for holiday and beyond. Below, we highlight a number of omni-channel strategies. Some of these strategies can be utilized last-minute for holiday 2013, while others require a longer-term approach:

1. Elevate MeasurementMost retailers utilize “last click” measurement models. But, in the omni-channel world, multiple channels assist the last click. By not building assist data into attribution models, retailers are missing opportunities to invest in keywords/channels/devices that influence eventual conversions:

2. Master MobileAt Performics, we’re now seeing 38% of total paid search clicks coming from mobile. MediaPost estimates that smartphone retail sales will total $14.59B this year, and tablets will add another $26.05B. Furthermore, Deloitte anticipates that mobile will influence 8% ($66B) of in-store sales this holiday. Yet, many retailers aren’t positioned to capture this demand, mainly because they can’t visualize mobile’s true omni-channel impact:

LAST-MINUTE LONGER-TERM

Lay A FoundationComplete a tagging audit to reveal if you have all the capabilities in place to understand all interaction points across the decision journey, not just the last click before sale

Identify Data SourcesUnderstand the data streams available to you to visualize attribution opportunities. These include search engine, SEM platform or ad server data; third-party attribution platforms like ClearSaleing or Adometry; and digital-to-store measurement methods like comScore Panel Match.

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sales are incremental. For instance, retailers have found that Amazon shoppers generally aren’t

clear out-of-season or low-margin inventory

Test & Learn

visibility in organic search and social media, which increases sharing:

Holiday 2013: An Omni-Channel Approach for Retailers

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Content Audit Leverage SEO experts to perform a review to ensure that

Your customers—through “Likes,” +1s, tweets, blogs and reviews—now wield great influence over your SEO efforts, as social signals and incoming links influence

Contact Performics today for some out-of-the-box ways to build advocates!

Focus on Experiences As mobile usage soars, build compelling mobile experiences worth driving traffic to. On big in-store shopping days like Black Friday, create mobile experiences that drive shoppers to store (e.g. in-search scannable coupons, click-to-call).

Measure Mobile Conversions

on eventual conversion (e.g. see when someone clicks on a mobile ad but later converts

dedicate budget to mobile.