Online vs In-Store:

Creating a Win-Win Through Digital Technology

Online & In-Store:

Online vs In-Store:

Mono to OmniMonochannel – One or another, Bricks or

ClicksMultichannel – Bricks and clicks and social

and ...Omnichannel – All channels, all at once,

point of sale to points of sale

Not everything that counts can be counted, and not everything that can be counted counts.

- Albert Einstein-

Retail PortfolioOnline Research Study• Conducted - July 6 – Aug 15, 2010• Total Respondents - 5,600+• Channels

Websites, eblasts, Facebook, Twitter, Shoptopia

Findings• Average number of in-mall visits was greater

than the average monthly online shopping visits.

• Length of in-mall visit was twice as long as long as online.

• Buyer conversion was 30% higher in-mall than online.

• Average total monthly in-mall expenditure was higher than online among all groups.

Joint Research Study: July 2011

“How Retailers are Embracing Digital Technologies:

Which Ones & How Fast”

Findings• 62% said their brand ambassador for

stores on social media at the local level is a corporate marketing representative

• 83% of respondents do at least a portion of their sales online

Findings• Just 21% said that online purchases could currently be made in-store. Interestingly, a significant portion of these sales are reported separately – not to the store in which the sale was made

• The most highly-valued programs landlords provide are Customer Affinity programs, web advertising, and free in-center Wi-Fi network.

Multi-channel sales are forecasted to continue to drive significant value, with online and web-influenced sales growing to more than 53% of total retail sales

by 2014

1. Source: Deloitte Research, Forrester Research, US Online Retail Forecast, 2009 To 2014, Online Retail Hangs Tough For 11% Growth In A Challenging Economy, March 2010, Internet Retail Offline Influence Model

Retail sales

Web-Influenced Retail Sales

Online Sales(Direct)

“I expect the internet experience in the store and the store experience on the internet”

- New Multichannel Consumer

3D Virtual Dressing Room Tour

How much better could we be at delivering the experience our customers want if we had measurements, in addition to sales, from which to gain insight?

http://www.telegraph.co.uk/finance/businessclub/business-club-video/technology-sector-videos/8411814/Path-Intelligence.html

“Store-based retailers should, therefore, consider the physical environment a

competitive asset- a platform to empower consumers.  By optimizing the in-store

experience, store-based retailers can offer something that pure online retailers can’t –

the best of both physical and virtual worlds.”

 Cisco Internet Business Solutions Group,

My Shopping, My Way, 2011

Omnichannel Retail By Cegid

http://www.youtube.com/watch?v=K5W9mh6G-as