[March 21, 2017] |
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New Research Reveals the Secrets of Highly Successful Retailers' Omni-Channel Engagement Strategies
Boosting efforts to personalize interactions across channels and
prioritizing cross-channel information consistency - these are two key
strategies that most leading retailers are embracing to enrich their
omni-channel customer engagement initiatives, according to a new survey
from retail technology provider Aptos
Inc.
Findings from Aptos' "Omni-Channel
Engagement Strategies of Retail Leaders" survey were revealed
during Shoptalk,
a retail and eCommerce event that kicked off March 19 at the Aria (News - Alert) Las
Vegas Hotel & Casino Resort, and runs through March 22. Aptos is a
sponsor of the event, which is expected to draw over 5,000 attendees.
The survey of 100 retail marketing and eCommerce executives attempts to
benchmark marketing and order management strategies to identify best
practices that the leaders have in common.
Consistent with growth in smartphone and social media usage, leading
retailers are leveraging mobile (83 percent) and social (89 percent)
channels to engage with customers. Some 70 percent of leaders serve up
personalized content and offers based on purchase history, and 58
percent personalize content and offers based on browsing behaviors.
To address consumer demands and expectations for order fulfillment in a
buy-anywhere, fulfill-anywhere world, retailers leading in customer
engagement have flexible order management and supply chain capabilities
that revolve around serving the customer:
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Sixty-seven percent have established a near-real-time view of
inventory across the enterprise.
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Over half (53 percent) have the ability to drop-ship orders from
vendors directly to consumers.
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Forty-two percent have implemented product-based rules for order
brokering and fulfillment, while 29 percent have implemented customer
history and status-based rules for order brokering and fulfillment
(e.g., free two-day shipping for top-tier loyalty members).
Moreover, leaders continue to prioritize improving the consistency of
cross-channel information (4.3 out of 5) and most are seeking even
deeper personalization of interactions across channels (4.2 out of 5) -
efforts that will continue to foster improved customer engagement.
"In the retail environment today, all-encompassing omni-channel customer
engagement strategies are absolutely critical," said Dave Bruno,
marketing director, Aptos. "Our goal in conducting this research was to
understand what separates leaders from laggards and identify best
practices in this area. The survey findings make it abundantly clear:
Leaders are committed to leveraging technology to drive engagement
strategies and to power personalized content along with the agility to
support seamless omni-channel experiences."
Aptos will be demonstrating its Singular Commerce™ platform to support
omni-channel customer engagement in Booth #1510 throughout Shoptalk. An
integrated, end-to-end retail suite in the cloud, Aptos' Singular
Commerce platform integrates the extended omni-channel enterprise to
enable truly seamless customer experiences, no matter where, when or how
customers shop.
Serving as the commerce hub of the Aptos Singular Commerce platform is Aptos
Enterprise Order Management, a cloud-based solution that
orchestrates complex omni-channel journeys by providing a single view of
customers, inventory, orders and more.
Aptos Enterprise Order Management functions across all in-store and
digital touch points, including complete integration with Aptos
Store for point of sale, to unify the online/offline intersection of
commerce and consistently fulfill customer expectations for order
delivery/pickup flexibility, options and speed.
With over 125,000 stores live on its Singular Commerce platform
available in the cloud, more than 500 retail brands across the globe
rely on cloud-ready Aptos solutions.
Survey Methodology
Aptos commissioned Gatepoint Research to conduct an online survey of 100
marketing and eCommerce executives from Q3 to Q4 2016. Respondents were
senior decision-makers of retailers ranging from Fortune 1000
enterprises to SMB retailers with less than $250 million in revenues.
About Aptos "Engaging Customers Differently"
In an era of virtually limitless choice, sustained competitive advantage
only comes to retailers who engage customers differently - by truly
understanding who they are, what they want and why they buy. At Aptos,
we too, believe that engaging customers differently is critical to our
success. We are committed to a deep understanding of each of our
clients, to fulfilling their needs with the retail industry's most
comprehensive omni-channel solutions, and to fostering long-term
relationships built on tangible value and trust. More than 500 retail
brands rely upon our Singular Commerce platform to deliver every shopper
a personalized, empowered and seamless experience…no matter when, where
or how they shop. Learn more: www.aptos.com
Follow Aptos on Twitter (News - Alert) @Aptos_Retail
Aptos, the Aptos logo, "Engaging Customers Differently" and "Singular
Commerce" are trademarks of Aptos, Inc. All other trademarks referenced
are the property of their respective owners. The product and service
offerings depicted in this document are produced by Aptos, Inc.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170321005351/en/
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