FINALIST: Business Book Awards 2020 - Sales and Marketing Category
According to many reports, the physical retail experience is in crisis
as more and more consumers shift to internet shopping. Despite this, the
majority of global purchases still happen offline, from 90% of sales in
the US through to 92% of sales in the UK and 94% in China. The big
change is that today's shopper seeks content and advice online before
buying in store. Omnichannel Retail celebrates all the advantages
of the physical shopping experience, from its sensory selection through
to try-before-you buy, and its potential for providing an instant and
profitable retail solution, while explaining the imperative of bringing
the power of digital and an omnichannel experience to everyday shopping.
Connecting the digital customer to the physical customer, Omnichannel
Retail delivers a wealth of opportunities for the bricks and mortar
store, including an enhanced customer journey, effortlessly tailoring
specific products to a particular customer, exploiting surge pricing,
upselling lucrative products and above all, building real, and
profitable, relationships with your best customers. Based on over thirty
years in loyalty marketing, Tim Mason diligently addresses the
challenges facing retailers, providing tangible and proven solutions to
capitalize on the changing retail landscape.
