This document provides a marketing plan for Macy's omni-channel merchandising concept. It discusses Macy's target customers as millennials and details several omni-channel applications being implemented including Buy Online Pickup in Store (BOPS) and Macy's Wallet. Challenges of omni-channel include ensuring consistency across channels and an efficient supply chain. Opportunities include attracting new customers and competing with online-only retailers.
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Change, innovate, explore and adjust. These will become the hallmarks of financial institutions that survive and thrive in today’s consumer-driven market. Digital Insight explored importance of an omni-channel offering in today's marketplace, why more engagement across all channels is critical, and how to get started on developing your own omni-channel strategy.
Sales & marketing- marketing to consumers one at a timeeTailing India
Consumers have evolved a lot. Business models are following the consumer evolution. Few disruptions that have happened are internet penetration and mobile phones. Most of the users have multi-screen behavior. From browsing products to compare prices, there are more choices available for users. These have led to an impulsive behavior which has given rise to new marketing challenges. Marketing has evolved where digital marketing is working along with traditional media.
Omni Channel Best Practices Guide by RaymarkRaymark
Omni-channel retail is getting a lot of buzz these days. For good reason: consumers are shopping in new ways, and they expect to relate with brands on their own terms, whenever, wherever and however they desire. Faced with a world of options at their fingertips, gaining consumer loyalty can be an uphill battle. In this guide, Raymark explores the best practices retailers must consider when implementing omni-channel point of sale, clienteling and other retail systems.
For more information, visit www.raymark.com.
Branding in Omni-Channel Environment: Fashion Industry of BangladeshAhsanul Kabir Palash
Omni channel marketing offers marketers and retailers a holistic approach to reaching consumers with a more integrated message, through any channel and at any point in their path to purchase.
Interaction with brands has become nonlinear and shaped by many interactions across several touch points. The interconnectivity between these touch points is called omni-channel.
Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a convergence point of view. Our recent partnership with EE embodies this philosophy. In “Retail, Mobile and OOH” we draw on various insights which helped formulate our view on the importance and role of smartphones in today’s retail landscape and how this converges with OOH.
We believe smartphones current role in the UK retail landscape is predominantly one of researching products and services, comparing prices and reading reviews rather than as a sales platform. We argue that the specific act of purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-town locations and smartphones play a key role in driving and influencing these in store sales.
Report: Integrated marketing communications plan WeveIan Adams
Presentation: http://www.slideshare.net/adamsian3/presentation-integrated-marketing-communications-plan
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Change, innovate, explore and adjust. These will become the hallmarks of financial institutions that survive and thrive in today’s consumer-driven market. Digital Insight explored importance of an omni-channel offering in today's marketplace, why more engagement across all channels is critical, and how to get started on developing your own omni-channel strategy.
Sales & marketing- marketing to consumers one at a timeeTailing India
Consumers have evolved a lot. Business models are following the consumer evolution. Few disruptions that have happened are internet penetration and mobile phones. Most of the users have multi-screen behavior. From browsing products to compare prices, there are more choices available for users. These have led to an impulsive behavior which has given rise to new marketing challenges. Marketing has evolved where digital marketing is working along with traditional media.
Omni Channel Best Practices Guide by RaymarkRaymark
Omni-channel retail is getting a lot of buzz these days. For good reason: consumers are shopping in new ways, and they expect to relate with brands on their own terms, whenever, wherever and however they desire. Faced with a world of options at their fingertips, gaining consumer loyalty can be an uphill battle. In this guide, Raymark explores the best practices retailers must consider when implementing omni-channel point of sale, clienteling and other retail systems.
For more information, visit www.raymark.com.
Branding in Omni-Channel Environment: Fashion Industry of BangladeshAhsanul Kabir Palash
Omni channel marketing offers marketers and retailers a holistic approach to reaching consumers with a more integrated message, through any channel and at any point in their path to purchase.
Interaction with brands has become nonlinear and shaped by many interactions across several touch points. The interconnectivity between these touch points is called omni-channel.
Understanding how consumers use their smartphones is key to how Posterscope plans OOH from a convergence point of view. Our recent partnership with EE embodies this philosophy. In “Retail, Mobile and OOH” we draw on various insights which helped formulate our view on the importance and role of smartphones in today’s retail landscape and how this converges with OOH.
We believe smartphones current role in the UK retail landscape is predominantly one of researching products and services, comparing prices and reading reviews rather than as a sales platform. We argue that the specific act of purchasing for the retail category is still dominated by physical stores in high street, malls and out-of-town locations and smartphones play a key role in driving and influencing these in store sales.
This presentation was given by Mark Strella and Mike Massey of Locally at the June 2017 Grassroots Outdoor Alliance in Albuquerque, New Mexico. Mark and Mike covered the changing landscape of omni-channel shopping, and how brands can leverage their retailer network to effective serve this ever evolving breed of shopper.
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
How The Evolving Tech Landscape Is Forever Shifting Brand Interactions & Cons...Sam Zises
[L]earned Media University Presents: The New Age of Buyer Behavior: How The Evolving Tech Landscape Is Forever Shifting Brand Interactions & Consumer Experiences
What this class will cover:
1) The "New Age” Is Now
Current landscape and outlook
2) Three Content & Communications Strategies
To exploit the new age
3) Three Case Studies
4) Actionable Takeaways
The Rise of the Platform Marketer: Connected CRM in a Digital WorldArgyle Executive Forum
David Williams, Chairman and CEO of Merkle, discussed how an organization can build and maintain a data-driven customer relationship management (CRM) strategy during a Thought Leadership Spotlight Presented by Merkle at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Connected CRM: Delivering on a Data-Driven Business Strategy,” Williams noted the marketing landscape is changing, and delivering an omni-channel CRM experience is key for organizations to effectively engage consumers.
According to Williams, organizations need to consider the whole spectrum of consumer experiences to improve their customer interactions. However, organizations also need to understand how to collect and leverage data across this entire spectrum: “I would argue that for most organizations, they don’t fully realize that all of this data can be managed across the enterprise and across a set of hundreds of millions or tens of millions of consumers and that there’s value in this data across the entire spectrum.”
Data can deliver a competitive advantage for organizations of all sizes, Williams said. Organizations that differentiate between a customer strategy and a marketing strategy, Williams added, can find ways to incorporate data into their CRM strategies. Williams pointed out that the digitalization of media and channels is transforming how organizations connect with customers too: “We start talking about how digitalization of media and channels is changing our ability to know about consumers and their attitudes, needs, wants, behaviors, values and then how we might enhance or personalize experiences with them. In reality, many of these conversations are actually too narrow.”
- See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-merkle-connected-crm-delivering-on-a-data-driven-business-strategy-david-williams-chairman-and-ceo-merkle/#sthash.IppTS2Iw.dpuf
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
The Growth Imperative: How Communications Service Providers Can Get their Moj...Cognizant
To thrive in new market realities, communications service providers must embrace human-centric customer service, enter adjacent verticals and monetize their data.
E - Commerce StrategiesDefinition and origin of Omni-channel Ret.docxjacksnathalie
E - Commerce Strategies
Definition and origin of Omni-channel Retailing
Omni-channel alludes to a multi-channel way to deal with transactions that aim to furnish the client with the shopping of items. It equips the customer with the ability of either purchasing items online from a cell phone or a desktop. Also, omni-channel refers to beyond ordering on the telephone. In regards to Omni-channel, customers can shop in bricks and mortar store or by phone. It is with this characteristic and capability enabled to clients in the shopping process thus eventually defines the term Omni-channel retailing.
It is a marketing strategy that began in 2003 whereby it has progressed from a new idea to in trendy vogue expression, to a fundamental part of effective promoting. Its origin was not only ventured into by one business but by rivals who competed in regards to the market price, the quality of items produced and sold, finally the rivals aimed at getting more buyers. Therefore, Omni-channel began and mainly based itself on Customer Centricity in stores (Bernstein, 2008).
Omni-channel origin was figured out by ‘Best Buy’ when they understood they couldn't beat Walmart on cost. Hence, the procedure wandered by Best Buy went for contending with Walmart to out destroy them web retailing. It is in such manner that innovation can obscure the qualification in the middle of online and physical retailing, consequently empowering the retailers and their store network accomplices reexamine their focused techniques.
Current issues in Omni-channel retailing:
As of now, most retailers and vendors are "Omni-channel" in their conduct and viewpoint. It is because they are significantly wandering into the disconnected from the net and online retails channel to do their showcasing and deals to customers. These features of omnichannel have helped the retailers and merchants in their new environment, thus can prosper through reconsidering their methodologies for conveying items and data to their customers (Bell, D., Gallia, S., Moreno, & A., 2014).
There is a rise of a non-significant market share of the physical stores, the small merchants, and retailers from the channel integration. With the ascent in the notoriety of omnichannel retailing, adding brick and mortar stores to existing systems, for example, sites or indexes expands brand incomes in a global setting. The retailers advocate an upper hand through channel combination of both logged off and web retailing. It has prompted the readiness of the clients paying for goods across many channels (Herhausen, et al., 2015). The many channels are online and offline businesses that sell variety items without any boundaries.
Developments need to address industry, and administrative based difficulties all together to encourage the globalization of business sectors. Particular changes must be consolidated in the current full grown, rising and less created markets.It 's hard to start a new business model combining online sales ...
This presentation was given by Mark Strella and Mike Massey of Locally at the June 2017 Grassroots Outdoor Alliance in Albuquerque, New Mexico. Mark and Mike covered the changing landscape of omni-channel shopping, and how brands can leverage their retailer network to effective serve this ever evolving breed of shopper.
Omni-Channel Retailing: The Future Trend in Fashion and Luxury Industry - Par...Fashionbi
This publication offers you insights into:
-The most important findings from various surveys that were recently conducted on the changing behauviors of consumer
-Best Omni-Channel marketing practices of more than 60 famous brands and retailers.
-More than 25 successful future retail trends and opportunities in Fashion
How The Evolving Tech Landscape Is Forever Shifting Brand Interactions & Cons...Sam Zises
[L]earned Media University Presents: The New Age of Buyer Behavior: How The Evolving Tech Landscape Is Forever Shifting Brand Interactions & Consumer Experiences
What this class will cover:
1) The "New Age” Is Now
Current landscape and outlook
2) Three Content & Communications Strategies
To exploit the new age
3) Three Case Studies
4) Actionable Takeaways
The Rise of the Platform Marketer: Connected CRM in a Digital WorldArgyle Executive Forum
David Williams, Chairman and CEO of Merkle, discussed how an organization can build and maintain a data-driven customer relationship management (CRM) strategy during a Thought Leadership Spotlight Presented by Merkle at the 2014 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 6. In his presentation, “Connected CRM: Delivering on a Data-Driven Business Strategy,” Williams noted the marketing landscape is changing, and delivering an omni-channel CRM experience is key for organizations to effectively engage consumers.
According to Williams, organizations need to consider the whole spectrum of consumer experiences to improve their customer interactions. However, organizations also need to understand how to collect and leverage data across this entire spectrum: “I would argue that for most organizations, they don’t fully realize that all of this data can be managed across the enterprise and across a set of hundreds of millions or tens of millions of consumers and that there’s value in this data across the entire spectrum.”
Data can deliver a competitive advantage for organizations of all sizes, Williams said. Organizations that differentiate between a customer strategy and a marketing strategy, Williams added, can find ways to incorporate data into their CRM strategies. Williams pointed out that the digitalization of media and channels is transforming how organizations connect with customers too: “We start talking about how digitalization of media and channels is changing our ability to know about consumers and their attitudes, needs, wants, behaviors, values and then how we might enhance or personalize experiences with them. In reality, many of these conversations are actually too narrow.”
- See more at: http://www.argylejournal.com/chief-marketing-officer/thought-leadership-spotlight-presented-by-merkle-connected-crm-delivering-on-a-data-driven-business-strategy-david-williams-chairman-and-ceo-merkle/#sthash.IppTS2Iw.dpuf
With an impressive 70% viewing mobile ads as a personal invitation from brands rather than an invasion, it opens up new opportunities for brand advertisers to engage with their consumers.
The Growth Imperative: How Communications Service Providers Can Get their Moj...Cognizant
To thrive in new market realities, communications service providers must embrace human-centric customer service, enter adjacent verticals and monetize their data.
E - Commerce StrategiesDefinition and origin of Omni-channel Ret.docxjacksnathalie
E - Commerce Strategies
Definition and origin of Omni-channel Retailing
Omni-channel alludes to a multi-channel way to deal with transactions that aim to furnish the client with the shopping of items. It equips the customer with the ability of either purchasing items online from a cell phone or a desktop. Also, omni-channel refers to beyond ordering on the telephone. In regards to Omni-channel, customers can shop in bricks and mortar store or by phone. It is with this characteristic and capability enabled to clients in the shopping process thus eventually defines the term Omni-channel retailing.
It is a marketing strategy that began in 2003 whereby it has progressed from a new idea to in trendy vogue expression, to a fundamental part of effective promoting. Its origin was not only ventured into by one business but by rivals who competed in regards to the market price, the quality of items produced and sold, finally the rivals aimed at getting more buyers. Therefore, Omni-channel began and mainly based itself on Customer Centricity in stores (Bernstein, 2008).
Omni-channel origin was figured out by ‘Best Buy’ when they understood they couldn't beat Walmart on cost. Hence, the procedure wandered by Best Buy went for contending with Walmart to out destroy them web retailing. It is in such manner that innovation can obscure the qualification in the middle of online and physical retailing, consequently empowering the retailers and their store network accomplices reexamine their focused techniques.
Current issues in Omni-channel retailing:
As of now, most retailers and vendors are "Omni-channel" in their conduct and viewpoint. It is because they are significantly wandering into the disconnected from the net and online retails channel to do their showcasing and deals to customers. These features of omnichannel have helped the retailers and merchants in their new environment, thus can prosper through reconsidering their methodologies for conveying items and data to their customers (Bell, D., Gallia, S., Moreno, & A., 2014).
There is a rise of a non-significant market share of the physical stores, the small merchants, and retailers from the channel integration. With the ascent in the notoriety of omnichannel retailing, adding brick and mortar stores to existing systems, for example, sites or indexes expands brand incomes in a global setting. The retailers advocate an upper hand through channel combination of both logged off and web retailing. It has prompted the readiness of the clients paying for goods across many channels (Herhausen, et al., 2015). The many channels are online and offline businesses that sell variety items without any boundaries.
Developments need to address industry, and administrative based difficulties all together to encourage the globalization of business sectors. Particular changes must be consolidated in the current full grown, rising and less created markets.It 's hard to start a new business model combining online sales ...
Customers Are Channel Neutral: The truth about multi-channel marketingDavid Harkins
Originally written in 2003 as a prediction for what would come to be known as "Omni-Channel marketing."
______
From 2003:
The term "multi-channel marketing" refers to the process of building a customer relationship across two or more marketing or sales channels.The channels are those that are interactive,such as face-to-face,telephone,email,Internet,or perhaps direct mail.These channels provide an organization the opportunity to develop and maintain the brand promise as the customer engages the organization at each point of contact.
Modern World has witnessed tremendous growth of e-commerce industry in term of volume of business and its acceptance among the customers. It has really posed a question on traditional commerce module so as many of them has associated or converted themselves into e-commerce. The question remains whether all of India has been included in it or only urban population is availing the facilities available via e-commerce; and secondly are the online customers fully satisfied and do not expect anything else save what is offered right now ? In this research we have tried to find out answer to these questions so as the customer can share their experiences and perceptions towards the e-commerce business module and how the relationship could be better by identifying areas of improvement and inclusion for the e-commerce industry to make the relationship fruitful.
Today’s retail customers expect flexible interaction channels that allow them to shop wherever they are, whenever they want – supported by personalised offers, a sufficiently high availability and assortment of product, and rich product information that enhances their shopping experience.
From Web Traffic to Foot Traffic: How Brands & Retailers Can Leverage Digital...Rebecca Lieb
My latest research report highlights how brands can harness the power of digital content and media to reach consumers and influence their in-store buying decisions. We surveyed 500 brand and agency marketers, including interviews with marketing leaders from PepsiCo, McDonalds, The Home Depot and Staples,
International Journal of Business and Management Invention (IJBMI)inventionjournals
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
Thats what did you do you just wrote on sentences i need more detail.docxjonghollingberry
Thats what did you do you just wrote on sentences i need more details plz
2 and 1\2 pages
i dont want it to look like qustion and you already used and have the source
Literature Review
E - Commerce Strategies.
Definition and origin of Omni-channel retailing:
i.
What is Omni-channel
retailing
?
Omni-channel refers to a
multichannel
approach to sales that seeks to provide the customer with seamless shopping experiences. It provides the customer with the capability of either
buying
products online from a mobile device or a desktop. Also, customers can shop in bricks and mortar store or by telephone.
ii.
Describe the origin of Omni-channel?
Its
reason for implementing it?
It is a marketing strategy that begun way back 2003 whereby it has evolved from unfamiliar
concept
to trendy buzzword, to a critical component
of
successful marketing. Omni-channel began and
mainly
based itself on Customer Centricity in stores.
Its origin was figured out by
Best Buy
when they realized they could not beat
Walmart
on price. Therefore, the strategy ventured by Best Buy aimed at competing with Walmart
to
out do
them in online retailing.
It is in this regard that technology can blur the distinction between online and physical retailing, hence enabling the retailers and their supply chain partners rethink their competitive strategies.
References
Morse, G. (2011). Retail Isn't Broken. Stores Are. Harvard Business Review, 89(12), 78-82.
Bernstein,
F.,
Song,
J.,
& Zheng, X. (2008). “bricks-and-mortar” vs. “clicks-and-mortar”: An equilibrium analysis
. European
Journal of Operational Research,
187
(3), 671-690.
Brynjolfsson,
E.,
Hu,
Y.
, &
Rahman,
M.
(2013).
Competing in the age of Omni-channel retailing.
MIT
Sloan Management Review, 54(4), 23-29.
Current issues in Omni-channel retailing:
i.
What are the current issues of retailers and merchants?
Currently, most retailers and merchants are “Omni-channel” in their behavior and outlook. It is because they are majorly venturing into the offline and online retails channel to do their marketing and sales to clients. Merchants and Retailers in new environment flourish through re-examining their strategies for delivering products and information to their customers.
ii.
What are the impacts of online-offline integration of Omni-channel retailing?
There is a rise of non-significant cannibalization of the physical stores, the small merchants and retailers from the channel integration. The retailers mostly advocate a competitive advantage through channel integration of both offline and online retailing. It has led to the willingness of the customers paying across channels.
iii.
Outline general consideration of innovation in regards to Omni-channel retailing?
Innovations have to address industry, consumer, and regulatory-based challenges in order
to facilitate the globalization of markets. Distinct changes have to be incorporated in the current mature, emerging and less develope.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
The consumer landscape has changed over the last ten years. New digital and mobile platforms and devices have transformed the way consumers interact with the organisations they do business with.
Read our new white paper to understand why cross-channel segmentation is more important than ever to keep up with today's hyper-connected consumers and what are the 8 critical success factors for an effective cross-channel classification.
How to reach a customer in the right wayTable of Contents .docxpooleavelina
How to reach a customer in the right way
Table of Contents
Which is the right channel to reach a customer?
Single-channel, multi- channels and omni- channels
The example of retail banking
Guiding the customers
The right incentives, and the “carrot” & “stick” theory
Creating a buzz
Which is the right content?
Content marketing and types of content marketing
Indented Study Contribution
When is the right time?
Ethical Consideration
Methodology and the example of Laura’s survey
How to reach a customer in the right way
Encourage people to join your email list
Start a blog or a website
Host a photo contest
Encourage reviews
Ask for referrals
Write a survey, questionnaires, poll etc..
Which is the right channel to reach a customer?
For a long time buying goods has taken place via the two main channels: the website of the retailer and/or the traditional retail sales point. It all used to be so simple as separate channel managers, separate channel-targeted segments, channel-aligned products, customers asked to deal with specific channels etc.
Nevertheless things have changed to date. New interactive features are provided on Websites to reach consumers, for example the possibility to try the product virtually and to achieve customised recommendations while mobile channels form the new mainstream of universal shopping, always and anywhere, via the mobile device. There is a rapid increase in the number of channels that enable users to freely access and compare, choose and buy products. Past studies indicate that customers participate more transactions in the new multichannel scenario as opposed to single-channel buyers (Dholakia et al., 2005, Seck and Philippe, 2013).
Omni-distribution channel is defined as using everything manufacturer/retailer have to gain, provide seamless, integrated and unified experience to retain customers.
Omni-distribution channel is about developing customer relations, but it has various challenges. Studies by Ogden-Barnes & Lowther (2012) on Australian retailing decision-making show that customers are lost due to inconsistent communication across various distribution channels during the first engagement phase of Omni-channel. The Kana Company research on Omni channel in 2013 sums up few Omni-channel drawbacks: the retailers face a fuzz in understanding the definition, mission and location of Omni channel in their organisation.
The omni-distribution channel is still in its infant stages, and its evangelization needs to be accelerated as it has enormous benefits that do not stand up to its dares.
The example of retail banking
Retail banking provides financial services for individuals and family
The three most important functions are:
Credit
Deposit
Money management
First of all retail banks offer consumers credit to buy homes, cars, and furniture.
Include mortgages, auto loans, and credit cards.
Yet multichannel marketing is more complicated than it might seem. Industries often multiply their channels ...
2021 Omnichannel Guide: A Four-Pillar Approach to Holistic Commerce Successrun_frictionless
An omnichannel approach isn’t just another way of saying that you sell on multiple marketplaces. It’s about delivering a consistent brand experience that transcends specific channels to meet customers where they are and build a personal connection, as well as optimizing your business for the future through channel diversification and comprehensive integration of your data and systems.
https://runfrictionless.com/b2b-white-paper-service/
Comparative study between conventional marketing and E marketing
Marketing Plan FMM-457 final project
1. Marketing Plan for the Omni-channel Merchandising Concept
Thomas McDonald
FMM-457
Southern New Hampshire University
2. Omni-channel is integration of traditional retail sales and supply chains with the technological
advances and concepts of Ecommerce to allow all retail operations to act seamlessly to provide
the customer with the best shopping experience regardless of time or location the customer is
making the purchase (Alaris, K., 2015).
With the transformation of the internet into and retail platform all of its own, retailers like
amazon and overstock successfully tapped into this demand and created the online shopping
trend that is now become standard of for all forms of retail and all sizes. Omni-channel is
becoming more than just a trend but a means to modernize a full service retail business. It is now
often the case that our customers will begin their product searches from their home, offices, or
even during moments of leisure. Most people have access to at least one if not more forms of
digital technology and will use as a primary source to do research on products and pricing in
order to make an informed buying decision. Customers then pick it up or have it delivered to our
homes and or offices (Cook, G., 2014). This makes the development of the Omni-channel
concept an essential. This marketing plan is to prove that any retailer can be more successful
generating sales using the integrated Omni-Channel retail sales environment (Newstex, 2014).
Omni-channel gives retailers like Macy’s the ability to compete with all industry segments and
gives them capacity to grow into the global marketplace (Young, V. M., 2012)
3. Target Customers
With the objective to determine who are the Omni-channel target customers. The traditional
target customer of most brick and mortars retailers is likely female with a family, 30-60 years
old, with some college education, middle class to upper middle class in income and lives in a
suburbs or lives in the city (STRUGATZ, R., 2015). However, the long term future for a
company depends on whether or not they can attract new customers as their more mature
customers that have been their core customers since the mid 1990’s are lessening their spending
needs as their households become smaller with their lifestyle changes with their children leaving
the house (Newstex, 2015). Macy’s are looking forward into the future to who their target
customer of the future. The result of the implementation of the Omni-channel is for Macy’s to
create their new target customer while continuing to grow market share of their current target
customer (Cook, G., 2014).
In 2012, at the adoption of the Omni-channel, Macy’s made it known that would use technology
and change their corporate philosophy to accommodate the target customer for their Omni-
channel target customer, the millennials. The key is to develop an integrated sales platform for
younger more tech savvy customers but give those slightly older more traditional forms of
marketing while performing more concentrated marketing on social media with special
promotions geared to their internet usage. The goals to reach current and perspective target
customers to compete with Online Retailers such as Amazon, Zappos and Overstock and the Fast
Fashion apparel retailers such as H&M and Zara. (Young, V. M., 2012)
4. Competitors
The essence of creating a retail sales system based on the philosophy that the consumer should
be able to purchase and acquire merchandise by the easiest means possible based on their needs
and the availability of the product is basis for the Omni-channel sales environment. There is a
simple way to determine the impact of competition towards the utilization of Omni-channel. By
comparing companies who use the Omni-channel approach as applied by retailers like Macy’s
and those that do not and the other is to compare different variations of the use of Omni-channel.
It is the differences in how certain retailers utilize the Omni-channel concept and even those that
do not utilize the concept that has the effect (Women's Wear Daily, 2014).
For companies now fully embracing the Omni-channel merchandising concept, Nordstrom’s and
Sak’s 5th Avenue has become aggressive with their Omni-channel sales concept. The key for
them is to be able to spread their products lines for better distribution for their customer,
including the use of robotics in the distribution system (Moin, D., 2013). Another company
making vast improvements in the last couple of years is J.C. Penney’s, after years of criticism
from many over the misconception of their value price strategy and failure to truly notice the
Omni-channel concept (Women's Wear Daily, 2012) has rebuilt their business on the Sak’s
model with creating a seamless Omni-channel.
As for a company not strongly utilizing the Omni-channel concept the abilities of Dillard’s has
not integrated their Omni-channel capabilities as readily as others. To maintain market share in
the wake of the growth of ecommerce are very much noted. But noted that it had higher not
made transition fully and was having higher operating costs a sign that improvement was needed
(Newstex, 2015).
5. Opportunity and Challenges
To look at what challenges retailers face today to be continuously successful businesses and to
compete with companies that have different retail business platforms need to focus on the
challenges that result from going forward with the streamlined approaches and logistics along
with maximizing access for your consumers. The purpose of this is to gain maximum customer
satisfaction with your business in order for those customers to keep returning time and time
again.
When we consider challenges that those who utilize the Omni-channel approaches the first and
probably most important is how the customer experiences the use of on the channel (Cook, G.,
2014). The challenge then becomes delivering consistency of service, information most
important price making the customer’s life easy as possible (Enterprise Innovation, 2014).
Because retailers concentrated on making digital retail viable by doing retail only specials it
caused a discrepancy in pricing that in particular brick-and-mortar retailers had difficulty
keeping track of (McCrea, B., 2015).
The second component to meeting the challenge of an Omni channel sales environment is
ensuring your company has an efficient supply chain environment that can logistically handle the
demands of an intense new retail environment. First, the supply chain has to provide flexibility
so that the consumer can be able to acquire the merchandise they are looking for at any location
where that inventory could be located (McCrea, B., 2015). It is important to understand also the
role suppliers play The result is the decision to use retail fulfillment also known as e-commerce
distribution is no longer a question because the increasing demand real-time supply chain
visibility created by on the channel retailing has made the fully mobile supply-chain a reality
(Andel, T., 2014).
6. When we look at the O and the initials CIO and the three keys a retail we refer to order
processing. The challenge with Omni-channel is the target customer for Omni channel requires
speed and that their orders have to be processed in a timely manner so that they can get the
products when they want them or need them (Gov, N. U., 2014). Working with those third party
logistics (3pl) companies that help distribute consumer merchandise such as FedEx and UPS in
sales planning can make the omni-channel distribution process go smoothly (Levans, M. A.,
2014).
7. The following are some of the Omni-channel applications being marketed at Macy’s several of
which have been successfully branded.
BOPS (Buy Online, Pickup in Store)
Advertisement for Buy Online and Pick up in Store (BOPS)
Target Customer: 30 to 50 year old career women and families that have no time for anything
including shopping (Prior, M., & Karr, A. J., 2013).
Application: Macy's store locations nationwide. To those customers that are the primary target
of the Omni-Channel concept. Allows the consumers that cannot shop during regular brick and
mortar store hours the ability to buy merchandise via different Ecommerce applications with the
option to later pickup at their local store. This has the largest impact in that they can do all of the
research at home, order it at their convenience then pick their purchase up at their local Macy’s.
Giving this customer the ultimate shopping experience they can imagine (Macy’s, 2015).
Benefits: customers save delivery time and money through shipping costs. Can later shop the
brick and mortar location (Digital Signage Today.com, 15 Sept. 2014).
Marketing: Heaviest marketing on traditional media outlets focus on major media events and
shows geared toward this age group.
8. Macy’s Wallet
Demonstration of the convenience of My Wallet through the use of a smart phone
Target Customer: The holders of the Macy’s Star Rewards consumer credit card (Prior, M., &
Karr, A. J., 2013).
Application: The first direct major introduction of the omni-channel concept for Macy’s
customers. Provides customers with electronic coupons and gives the consumer option to opt out
of receiving paper coupons by mail. It also allows the customer the ability to able to use coupons
they get in stores online without needing a special code (Macy’s, 2015).
Benefits: Allows customers the ability to receive a discount for their purchase without the
inconvenience of not having a special discount coupon that is provided to them from the Credit
Card or from a promotional flyer like a “WOW” pass. The result is increased customer
satisfaction and the ability for associates to provide more incentives to satisfy the customer.
(Digital Signage Today.com, 15 Sept. 2014).
Marketing: Most initial marketing for this is through mail advertisement from consumer credit.
Marketing is currently provided through Macy’s promotional advertising including sales flyers
and by the Associate at checkout or Macys.com checkout portal.
9. Magic Fitting Rooms
Advertisement showing how the Smart Fitting Room and other Digital Applications work.
Target Customer: Millennial and Gen Y Customers, male and female.
Application: Wall-mounted tablets where selling associates and customers are able to scan
merchandise items being tried on by customers to view other colors and sizes and check
availability and, in many cases, see additional product information, product ratings/reviews and
recommendations on complementary items to "complete the look."(Newstex, 2015).
Benefits: This application clearly seen as a means to attract millennials and Gen Y customers
who are very technological savvy but like to touch and try new clothes. The Smart Fitting rooms
will add to these of the shopping experience and this feature (Digital Signage Today.com, 15
Sept. 2014).
Distribution: Currently 50 stores set to be implemented to all stores in 2016.
Marketing: Heaviest marketing on social media, Facebook, Twitter, LinkedIn and Pinterest.
Traditional Media outlets focus on media events and shows geared toward this age group.
10. Sources:
Alaris, K. (2015). What makes 'Omni-channel' work? Industrial Distribution (Online), Retrieved
from
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Cook, G. (2014). Customer experience in the Omni-channel world and the challenges and
opportunities this presents. Journal of Direct, Data and Digital Marketing Practice, 15(4), 262-
266. doi:http://dx.doi.org/10.1057/dddmp.2014.16
Zacks investment research: Macy's eases shopping, introduces Omni channel strategies - analyst
blog. (2014). (). Chatham: Newstex. Retrieved from
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STRUGATZ, R. (2015). Going Omni. WWD, 209(87), 24-n/a. Retrieved from
http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1683443237?accountid=3
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Young, V. M. (2012). Macy's sets strategy for gen-Y shoppers: Millennials' moment. New York:
Fairchild Fashion Media.
Macy's Unveils String Of Omni Initiatives. (2014). WWD: Women's Wear Daily, 208(57), 1.
Moin, D. (2013). Saks creates omni-management. WWD, 205(27), 2. Retrieved from
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11. Key to Omni-channel customer care: Consistency. (2014). Enterprise Innovation, Retrieved from
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Levans, M. A. (2014). Meeting the Omni-channel fulfillment challenge. Logistics Management
(2002), 53(12), 9. Retrieved from
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McCrea, B. (2015). 2014 VIRTUAL CONFERENCE: Supply chain transformation: Meeting the
Omni-channel fulfillment challenge. Logistics Management (2002), 54(1), 4-56S,58S,60S,62S.
Retrieved from
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Gov, N. U. (2014). Retailers face big hurdles in bridging Omni-channel commerce gap.
Enterprise Innovation, Retrieved from
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Andel, T. (2014). Retailers increasing adoption of Omni-channel technologies. Material
Handling & Logistics, Retrieved from
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Prior, M., & Karr, A. J. (2013). Macy's working on in-store pickup. WWD, 206(64), 2.
12. “Macy's new tech plans include Apple Pay, smart fitting rooms, more." (15 Sept. 2014).
DigitalSignageToday.com. Business Insights: Essentials. Web. 20 Aug. 2015. Retrieved from
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