Four Benefits Of Omni-Channel Retailing

By David Anzia, Senior Vice President – Sales, Frank Mayer and Associates, Inc.

If you’re a retail executive working to implement borderless omni-channel strategies, you may feel a little like an aerosol can left out on the pavement on a hot summer day – contents under pressure!

Pressure is coming from consumer expectations. Over half of respondents to RSR’s 2013 Cross Channel Benchmark survey feel consumer expectations are outpacing their ability to deliver a consistent cross-channel experience.

Pressure is also coming from consumer behavior. Shoppers are engaged in showrooming and online retailers like Amazon are the primary beneficiaries of that behavior.

Millennials still like to touch and feel products, but increasing smartphone penetration among this group is fueling their penchant toward finding the best price for bigger ticket items. Forty-one percent of Millennials responding to a recent Accenture survey entitled Who are the Millennial Shoppers? indicated they practice showrooming more than they did a year ago.

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