Marketing Tactics

The resounding priority among retailers has been accelerating their integrated omnichannel offering – which has meant everything from merging online and store teams to measuring the in-store impact of digital campaigns. Recent innovations include mobile app and in-store technologies, multichannel fulfillment solutions, and coordinated cross-channel promotions. These kinds of initiatives will continue to be top of mind in 2016, particularly as consumer expectation for a seamless and personalized experience – and deep discounts – continues to grow.

Shoppers at select Nordstrom locations can design their own shoes at the retailer’s in-store Shoes of Prey design studio.

The shops, which are located within Nordstrom’s shoe department, include a wall display that showcases the different styles available for customizing. Using mounted touch-screen tablets with 3D software, shoppers design their own shoes, selecting the style, color, material, heel height and embellishments.

In the coming year, seamless technologies that blend physical and digital channels will have a major impact on e-commerce.

According to Pitney Bowes, five key developments will primarily drive e-commerce in 2016. These are:

1. Internet of Things (IoT) technologies will drive better business outcomes

Last week, I looked at the top three trends that disrupted how retailers engage their customers during 2015. This week, I predict the top three trends that will set the course for customer engagement in 2016.

As Seen on TV

What real estate stories interested you the most in 2015? Following is a round-up of OnSite's 10 most clicked-on stories this year.

The three-day Christmas weekend (Dec. 25 - Dec. 27) showed strong consumer interest in online shopping during and immediately after the holiday.

According to Verizon Retail Index, broadband traffic attributed to e-commerce shopping activity increased dramatically starting on Christmas Day to 26% above average daily levels, posting a seasonal high of 30% above normal levels by Sunday, Dec. 27.

Staples Inc. is turning to Twitter to provide extra assistance for its small business customers.

Staples is preparing the launch of the #MoreSmallBiz Squad, a group of experts who will directly interact with small business customers through use of the #MoreSmallBiz hashtag. The experts will offer blog posts and other content, and also directly interact with small businesses who post questions on Twitter using the hashtag.

When it came to clicking online coupons in 2015, consumers had clear preferences about what they wanted discounts for.

Online deal and discount platform RetailMeNot.com released a list of the 10 most popular coupons among its users in 2015. Some offers received close to 1.5 million clicks. In order, consumers clicked:

• 20% off one item at Tillys
• $5 off an online order of $15 or more at Ulta
• Up to 35% off a car rental at Budget