Omnichannel Retail
Kogan Page Ltd (Verlag)
978-1-3986-1274-7 (ISBN)
The retail industry is under significant pressure. Not only are retailers grappling with rising costs, but they are trying to keep up with rapidly changing consumer behaviours, technological advancements and ever-increasing competition.
To win, retailers today have to learn how to serve customers equally well both on and offline. This means integrating the physical seamlessly with the digital and creating something that is flawlessly omnichannel as, more than ever, customers are seeking convenient, personalized and unified shopping experiences, regardless of when or where they choose to engage. An omnichannel approach to retail delivers the potential to boost footfall, enhance customer insight, improve service, grow loyalty and ultimately drive sales.
Omnichannel Retail serves as a practical guide for businesses on how they can better serve customers to fuel their growth by harnessing the opportunity that being digitally enabled and data-driven brings. This fully updated new edition explains how to build engaging loyalty schemes, deliver personalized marketing and how to maximize the power of customer data. Featuring case studies from omnichannel leaders worldwide such as Asda, Woolworths Australia, Target and Pret A Manger, this book provides tangible and proven examples of how retailers can capitalize on the opportunity that our hyper-connected and always-on world presents.
Tim Mason, based in London, UK, has over 30 years' experience in the grocery and retail industries, specializing in customer loyalty and strategic marketing. He is CEO of Eagle Eye, a SaaS technology company specializing in delivering omnichannel personalization at scale. Sarah Jarvis, based in London, UK, has over 15 years' experience as a retail marketing leader in the loyalty industry. She has worked with some of the world's largest retailers to help them drive profitable growth by prioritizing the customer in their decision-making processes. She is the Communications and Propositions Director at Eagle Eye.
Chapter - 00: Introduction;
Chapter - 01: The digital imperative;
Chapter - 02: Analogue learnings;
Chapter - 03: Is loyalty dead?;
Chapter - 04: The fundamentals of loyalty;
Chapter - 05: Data-based retailing;
Chapter - 06: The power of personalization;
Chapter - 07: ‘Near me’ – the importance of place;
Chapter - 08: The digitally augmented store;
Chapter - 09: Mobile makeover;
Chapter - 10: Marketing in the moment;
Chapter - 11: Monetizing the customer connection;
Chapter - 12: The culture of loyalty;
Chapter - 13: Lessons learnt;
"There are very few people who have truly dedicated their entire professional lives to customer loyalty, but Tim Mason has done exactly that.
His legendary expertise spans the online and offline worlds, giving him a unique perspective and expertise on the challenges and opportunities that omnichannel retail requires.
In this insightful book, Tim and his co-author Sarah Jarvis make a compelling case for the power of culture, communications and connection, both online and offline, as tools that drive success, with clear and practical examples that make this book essential reading for every ambitious retailer in today's digital world."
"In the omnichannel world we live in, it's so easy for retailers to get lost in the jargon and the technology and lose sight of what really matters - understanding and serving your customers better. This book reminds us that customer-first thinking is more important than ever and is packed full of advice and case studies for building relevant, meaningful digital connections with your customers."
"This book looks to highlight the real value of knowing your customers and the insights into realizing how powerful your customers are to the growth of your business. If you believe customers can be the spokes in your wheel of fortune, then read this book (especially the chapters on loyalty!)."
"Tim Mason is a pioneer in the world of enterprise customer engagement - a genuine icon. And while you have to credit him for the incomparable work he has done for the brands he's worked on over the years and how he has advanced the thinking and awareness of the critical human factors that underpin this industry, that's not why you should read this book. Read this book because Tim provides retailers with strategies and tactics that are not only practical but are actionable right now and which (unlike so many other current books in this genre) actually help to move the needle! Tim Mason has done it again!"
"I worked alongside Tim Mason for 15 years and he is the best marketer I have ever worked with. Whilst "success has many fathers", Tim can genuinely lay claim to many of the customer initiatives that drove the growth of Tesco over a remarkable 20 plus years. This book brings all that customer knowledge and focus to life for the digital age."
| Erscheinungsdatum | 22.08.2023 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 2 x 2 mm |
| Gewicht | 210 g |
| Themenwelt | Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft |
| Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
| Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
| ISBN-10 | 1-3986-1274-X / 139861274X |
| ISBN-13 | 978-1-3986-1274-7 / 9781398612747 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
aus dem Bereich
