I’m not a very active online shopper. Recently I was on the hunt for window treatments for some “not so standard” windows. I was surprised to find the close-out items were eligible for an additional 25% discount if they were purchased between 5:00 pm and 2:00 am on a Sunday in July.
Retail sales have slumped and shoppers aren’t going to the malls. Online shopping, however, is growing. Retailers are moving rapidly into aggressive online marketing efforts. The new marketing strategies include websites paired with physical stores, plus increased efforts to provide services for savvy consumers. The smart phone — with price-checking capacity, access to product ratings and reviews, and the ability to scan coupons — has changed the way we make purchase decisions. An estimated 50% of store sales are influenced by digital information. Shoppers are using online sites to gather product details and to check availability. If your local store doesn’t have it in stock, you can alter the store’s inventory by having it shipped there for pick-up. Find a lower price, show it to the clerk at check-out and the price is often matched.
We’ve moved from catalog sales to department stores, to malls, and now to an interconnected marketing known as omni-commerce. To learn more here is a commercial video that illustrates how it works: http://www.sap.com/asset/detail.2013-09-sep.what-is-omni-commerce-mp4.html