Empowering Commerce That Matters

Luxury Brands and the High Cost of Missed Opportunities

I went to New York City recently on a mission to purchase a leather tote bag. Before leaving, I visited two of my favorite luxury stores' websites to review their inventory. I added several selections to my wish list to keep track of them. Since neither retailer's eCommerce site offers the opportunity to book an appointment in the store or view a specific store’s inventory, I was forced to proceed blindly, hoping to find what I was looking for.

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Is Your Most Valuable Marketing Asset Running at Peak Performance?

It’s surprising that retailers and consumers view personalization quite differently. The vast majority of shoppers—88%—claim that the more personalized an experience is (mobile, online and in-store), the more likely they are to shop at that retailer again. So those 24% of retailers who don’t believe personalization is worth the effort might want to reconsider, or be left in the dust as competitors undermine their brand loyalty.

Now that the value of personalization has been firmly established, how does the omnichannel retailer make it happen? There is no greater opportunity to personalize a shopping experience than in the store, where more than 90% of all retail transactions are still conducted. Face-to-face interactions with associates have the power to fully engage shoppers, create a meaningful relationship, and deepen loyalty. No doubt your hiring criteria have placed charming, enthusiastic personnel in your stores who are able to generate small talk and convert sales based upon experience —a good start, but just the first step.

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