ECOMMERCE

Study: Even mature retailers miss the mark on unified commerce

BY Deena M. Amato-McCoy

Despite retailers’ efforts to deliver sophisticated shopping experiences, crucial gaps between digital and in-store touchpoints still exist.

That's according to “The State of Omnichannel Commerce: A Mystery Shopping Study.” The report, from Kibo, assessed the personalization and omnichannel sophistication across 30 popular and growing retailers’ desktop, mobile and in-store buying touchpoints.

While retailers are making progress in their journey toward an omnichannel reality, there are still several gaps across even the most mature companies. Among the areas that are in need of improvement include fulfillment and inventory, personalization, pricing consistency and in-store signage.

When it comes to fulfillment and inventory, 87% of retailers provided a product locator on their website, yet only 35% displayed quantity of inventory available. A majority (97%) of store associates could access inventory levels.

Of these associates, 66% had to be at a terminal behind the counter, and only one-third utilized handheld or mobile technology to provide a seamless experience. While 24% could locate inventory, they could not place the order for the shopper, data revealed.

Seventy percent (70%) of personalized experiences were successful on an e-commerce site only when the shopper was logged into an account.

Meanwhile, four in 10 retailers did not send an email following an abandoned cart. Of those retailers that did send an email, none offered an incentive to purchase. And four in 10 retailers did not display recently visited items on a website upon a consumer’s return visit.

When analyzing pricing consistency, 16% of retailers had inconsistent pricing between the store and their e-commerce site.

And although a majority of retailers had signage promoting omnichannel offerings and guiding in-store foot traffic, 37% are missing the opportunity to streamline the in-store shopping experience with basic communication, according to data.

"This year, we have identified crucial gaps across digital and in-store buying touchpoints that can significantly improve the shopping experience," said Tushar Patel, chief marketing officer, Kibo. "These include some of the basics: personalization for all shoppers — known and unknown — with more relevant recommendations and promotions, and allowing access to inventory information across the entire buying journey with the ability to place an order efficiently."

Patel added that retailers that close these gaps will be the winners of tomorrow’s retail industry, while those who do not take action will risk long-term sales growth and customer loyalty.

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MARKETING/SOCIAL MEDIA

Report: Dunkin’ Donuts trying on a new name

BY Marianne Wilson

What's in a name? That's a question Dunkin' Donuts is wrestling with.

In a move to get people to think of the chain more as a coffee destination, the company is considering eliminating "Donuts" from its name, according to several media reports. In a test, the chain will open a new location, in Pasadena, California, that will be simply called Dunkin'. Several other locations will also be given the condensed name.

News of the name re-branding test was first reported by Nation's Restaurant News.The new name may become part of a larger redesign that is due to roll out during mid-late 2018, at which time the company plans to determine “Dunkin’s” permanence, the report said.

“While we remain the number one retailer of donuts in the country, as part of our efforts to reinforce that Dunkin’ Donuts is a beverage-led brand and coffee leader, we will be testing signage in a few locations that refer to the brand simply as “Dunkin’,” according to a company statement in the NRN report.

Dunkin' Donuts has more than 12,300 locations worldwide.

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B.Ernst says:
Aug-07-2017 04:01 pm

Dunkin
My marketing 1 or 1 tells me in branding you should be sure to brand wiht what it is you are. Am I buying dunkin or what products?

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DESIGN/CONSTRUCTION

Specialty retailer sets sights on new market

BY Marianne Wilson

The Tile Shop is entering the most populous metropolitan market in Texas

The specialty retailer of manufactured and natural stone tiles has opened its first store in the Houston market, in the suburb of Webster. Throughout 2017, The Tile Shop will open several other stores in the greater Houston area, including a second location in mid-August, in Sugar Land. With the two Houston openings, the retailer will have a total of 132 stores in 31 states and the District of Columbia,

“Houston is one of the nation’s most robust cities, and we believe Houstonians interested in interior design projects will be drawn to our industry-leading selection of premium products complemented by a unique in-store experience,” said Chris Homeister, CEO and president, The Tile Shop. To read a Q&A with Homeister, click here.

Similar to The Tile Shop’s other stores nationwide, the Houston location has more than 50 fully decorated, room-size displays providing design inspiration for homeowners, designers and trade professionals alike. It also features an easy-to-use collaborative platform, called Design Studio, where customers can create customized 3D design renderings to scale.

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