OPERATIONS

Chaming Shoppes makes executive appointment

BY Staff Writer

Bensalem, Pa. — Charming Shoppes announced that Elizabeth Crystal has joined Lane Bryant as senior VP/CMO.

Crystal will develop and lead the brand positioning, marketing, and advertising strategies for the Lane Bryant and Cacique brands. She was most recently the senior VP, worldwide marketing for Revlon and Almay Color Cosmetics.

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Cisco study: Immersive in-store shopping experiences attract and engage tech-savvy consumers

BY Marianne Wilson

New York City — Retailers need to respond to technology-savvy consumers by creating digitally rich, easy-to-use, technology-based experiences in the store to expand basket size and increase margins, according to the results of a new survey by Cisco. The survey also found that cross-channel shopping behavior is prevalent and desired by most consumers, with nearly 74% of all respondents conducting online research before making in-store purchasing decisions.

“The key for retailers’ survival is to reinvent the store by bringing online content into store and creating engaging, personal, and emotional experiences that encourage shoppers to buy. It’s about capturing shoppers’ “feet and fingertips” right in the store with digital content and experiences,” said Lindsay Parker, global retail industry director, Cisco.

Conducted by Cisco’s Internet Business Solutions Group (IBSG), the company’s global consultancy, and Cisco’s retail marketing team, the study surveyed 1,000 U.S. and 1,000 U.K. shoppers.

The survey found that digital content can frequently trigger consumers to buy, and that bringing online digital content into the store is especially powerful in influencing buying decisions at the point of sale. Among the results:

  • Nineteen percent of respondents were influenced to make a purchase with digital-inspiration‖ triggers.
  • Thirty percent use online videos to choose the right product or service.
  • Fifty-one percent of U.S. respondents now use or want to use an in-store kiosk for self-service of accessing web-based content.
  • Forty-two percent of U.S. respondents use or are interested in using video screens or video walls within the store to make buying decisions.
  • Forty percent of U.S. respondents use or are interested in using mobile phones for in-store digital content delivery.
  • Thirty-five percent of U.S. respondents indicated current use or interest in using tablets for in-store digital content delivery.

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NRF: Amazon.com tops in customer service

BY Katherine Boccaccio

New York City — According to a survey released Tuesday by the NRF Foundation and American Express, Amazon.com has the best customer service among U.S. retailers.

The seventh annual Customers’ Choice survey, conducted by BIGinsight and polling 9,374 shoppers, saw the same group of retailers occupy the Top 10 spots in the poll, with some place-switching.

Behind Amazon.com in the No. 1 spot (Amazon.com ranked second last year) was L.L. Bean in second, Zappos.com in third, Overstock.com in fourth, QVC in fifth, Kohl’s in sixth, Lands’ End in seventh, J.C. Penney in eighth, Newegg in ninth and Nordstrom in tenth place.

Consumers were asked which retailer they thought delivers the best customer service overall.

“Today’s consumer has high expectations when it comes to their shopping experience, whether in-store or online,” said NRF Foundation executive director Kathy Mance. “The top retailers on this list found effective ways to win over shoppers not only with low prices, but also stellar customer service and value-added features such as unique mobile applications, free shipping and unforgettable in-store experiences.”

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