STILL AVAILABLE: The Essentials of Shopper Technology, the Shopper Technology Institute's first book. Click on book cover at right to see samples, reviews, and ordering information for the hardcover, paperback, and Kindle editions.
JUST PUBLISHED: New Directions in Shopper Technology, the second book from the Shopper Technology Institute. Building upon the foundations of last year's Essentials of Shopper Technology, the book is divided into five sections: Shoppers, Loyalty, Engagement, Analytics and Digital and contains 19 essays on how mobile marketing, social media, sophisticated analytics, Big Data and the like are continuing to evolve.
Click on the cover at left to see samples and ordering information for the paperback and Kindle editions.
Consumer Input Can Support
Omni-channel retailing is a hot issue among retailers and CPG companies. A more evolved version of multi-channel retailing, omni-channel focuses on delivering a seamless consumer journey through various shopping channels — be it bricks-and-mortar, mobile, online, or even catalog — and various online platforms.
Not surprisingly, consumers who shop across multiple channels and online platforms already have high expectations for retailers and CPG brands. They want to be able to use all channels simultaneously; they expect promotions to be across channels instead of being channel specific; and they expect their shopping history to be accessible even if they switch channels or if time elapses and they decide to come back to where they left off.
For retailers, meeting this customer expectation involves significant investment and massive coordination across channels and departments. For CPG companies, developing an omni-channel e-commerce strategy is slightly different, but no less important...