The OmniChannel Movement Forces Retailers to Move Faster to Keep Up with Shoppers

The dramatic changes in shopping behaviors influenced by
digital will continue to influence the future of retail.

To hear what big changes we can expect, and how to react to
them, we sat down with Alana Joy Feldman, Digital
Shopper Marketing & E-commerce Specialist, Consumer Health Division at Bayer
HealthCare LLC.

Here's what Alana had to say:

How has omnichannel
impacted retail positively?

Feldman: The 'omnichannel movement' has forced retailers
& manufactures to move faster, in order to accommodate shopper's needs. A
true, successful omnichannel experience allows shopping to feel personalized,
as it offers each shopper an enjoyable and consistent experience, regardless of
channel or device. Entering more of these channels increases a retailer's
reach, allowing them to touch and convert more people.

Another positive impact that stems from omnichannel retail
is the increased amount of data it provides. Although many are still trying to
understand how to harness and wield this data effectively, it will ultimately
fuel better shopper marketing and overall shopping experiences.

How are shoppers
shaping the future of retail?

Feldman: Shoppers
are shaping the future of retail by being more informed and more demanding than
ever. Access to information via technology is now the norm, which has created
an omniscient shopper who has taken control of the retail experience. Retailers
should constantly be monitoring current shopping behaviors and changing
consumer preferences as these will continue to influence the future of retail.

Why is it important
to link digital and physical shopper marketing?

Feldman: Linking
digital and physical shopper marketing is important because in the eyes of the
shopper, there is no difference. The less integrated a shopper marketing
program is, the more clunky and unnatural the experience. With technology
permeating every aspect of our lives, there is no longer much separation
between our physical and digital worlds 'why should this be any different when
we shop?

Where do you see
retail moving in the next 5 years?

Feldman: I see
shopping automation as the 'next big thing' in retail. We've started to see this
with the adoption of auto-replenishment programs (Subscribe & Save, etc.),
as well as the development of new technologies such as Amazon's Dash
Replenishment Service; which enables connected devices to automatically order
physical goods from Amazon when supplies are running low. Convenience,
especially in our product category (OTC medication), is a major factor driving
this behavior. As shoppers' lives get busier and more complicated, there will
be an increasing need for their daily regimens to be automated.

Don't miss Alana's panel presentation 'Reaching Shoppers
Where They Plan, Shop and Share' at the upcoming OmniShopper conference July
10-13 in Chicago, IL.

OmniShopper, formerly the Shopper Insights in Action
Conference, is a world-class experience focused on how to translate shopper
insights into dramatic growth opportunities for your business - anticipate and
predict the future, generate fresh insights, create seamless and connected
brand experiences along the complex shopper journey and increase basket growth
at every opportunity - in-store, online and in-home.

Check out the full
agenda: http://bit.ly/25BgVNA

Use exclusive LinkedIn discount code OMNI16BL $100 off the
current rate. Buy your tickets here: http://bit.ly/25BgVNA