News

In many ways, 2015 marked the year the customer truly took over. Retailers recognized that constant connectivity and increasingly sophisticated consumer devices have created an environment where customers decide what they want, when and how they want it, and then choose the retailer who can best meet their needs.

In this environment, retailers scrambled to engage customers in a more personalized and direct way than ever before. Here are the top three customer engagement trends of 2015.

On the Go

Regional supermarket co-op Hy-Vee Inc. is giving customers seamless access to their purchases just in time for the holidays.

Earlier this year, 240-unit, West Des Moines, Iowa-based Hy-Vee launched Hy-Vee Aisles Online, a new service that allows customers to shop for their groceries, pay electronically and choose to pick up their order or have it delivered to their home. The rollout of the program began in select stores in the Des Moines metro area in April and was gradually launched across other markets throughout the summer.

Dollar General’s nearly 13,000 stores will be closed on Christmas Day, but the retailer is offering an enticing online discount in hopes of making a digital connection with shoppers.

Mahwah, N.J. – It took close to a year, but Ann Inc., owner of the Ann Taylor and Loft banners, has followed the wishes of major shareholders including Engine Capital LP and Red Alder LLC and agreed to an approximate $2.15 billion buyout from specialty apparel rival Ascena Retail Group Inc. Ascena, whose store brands include Lane Bryant and Dressbarn, will acquire Ann Inc. for $47 in cash and stock per share, a 21% premium over Ann Inc.’s May 15 closing price.

I don’t make mobile payments yet. I don’t drink coffee, so I do not frequent Starbucks. However, I have been attempting to get up to speed on the state of the market. As I have a phone running Android, v5.1.1, that’s the best place for me to start, as that’s where my familiarity lies.

Pure play home furnishings retailer Wayfair is citing one digital channel in particular as serving as a major growth driver.

According to Wayfair, 35% of all orders in third quarter 2015 were placed on mobile devices. In addition, a majority of traffic to Wayfair now occurs on phones and tablets. Phone traffic in particular has been sharply rising throughout 2015 as customers switch from PCs and even tablets.

When your customer base is drivers who have had an accident or mishap with their vehicle, capturing consumers “in the moment” is crucial.

So with 6,500 mobile glass shops across the country, Columbus, Ohio-based Safelite Group Inc. runs a national business model that relies on capturing natural search traffic.

Click and collect services are designed to provide an omnichannel shopping experience that combines the simplicity of ordering online and the immediacy of in-store pickup. But according to the Washington Post, this holiday season many retailers’ click and collect offerings have left much to be desired. [Washington Post]