Is Omnichannel Marketing Finally Going From Retail Dream To Reality?
There’s been a flurry of recent developments that suggest retailers this holiday season may summon the nerve to reboot their omnichannel marketing efforts, tapping into Big Data tactics that in years past may have seemed more like Big Brother. Such leeway is partly why omnichannel marketing seems primed to finally move from being a retail dream to more of a reality, involving multisourced data that determine how to cohesively target offers to consumers in stores, on home computers and everywhere in between via smartphones. Later this month, Timblerland will unveil a “TouchWall” at its White Plains, N.Y., location, using a sizable interface that’s powered by near-field-communication (NFC) technology. It will let shoppers zap product information from the digital wall to their phones with a couple of finger taps, saving the items for later purchase—not to mention data that can be used for retargeting when they are sitting at home. “You are engaging with the consumer on an intimate level—they are telling you what products are interesting,” said Kate Kibler, vp of direct to consumer at Timberland. “That customer data is one of the most important things to grow your brand.” Read more at Adweek.
