50 Best Tips of 2016

31. Go hyperlocal. The best way of thinking about hyperlocal is to think of contextual relevance, a concept that applies whether the retailer is a big-box outlet or a solo entrepreneur.
Brandon Logsdon, Excentus Corp., “3 Ways to Drive Mobile Loyalty,” June 17, Total Retail Report

32. At a high level, retailers can incorporate mobile by integrating online and in-app data with their brick-and-mortar point-of-sale system. Inventory levels, pricing and customer data is integrated across all channels so shoppers can move seamlessly from one channel to another.
Bobbi Leach, FuturePay, “Blending Online, Offline Marketing Strategies to Improve the In-Store Experience,” August 31, Total Retail Report

33. The absolute quickest win you can gain from your mPOS is simply allowing your sales associates to walk around with them and ring customers up on the floor or in fitting rooms. Using a mPOS like this allows sales associates to ring up customers while the customer is still focused on the benefits of the product. This cuts back on the number of customers who change their mind somewhere during the walk from the fitting room to the dressing room.
Cara Wood, Capterra, “3 Mobile POS Life Hacks That Will Change How You Use Software,” August 12, Total Retail Report

Omnichannel
34. Promote or hire from the outside someone that can serve as the “glue” between all channels. The key here is to not simply place someone in this role. In addition to title, give them authority and backing from the company’s senior leadership (CIO/COO). This person, typically a vice president, is responsible for navigating the company’s direction throughout projects that combine to a form a long-term omnichannel plan.
Zach Zalowitz, SCApath, “Organizing for Omnichannel: Inside and Out,” Summer, Total Retail

35. Deliver a consistent and elevated experience. There are two major experience areas for retailers to concentrate on — make sure it’s consistent and uncomplicated to meet the day-to-day needs of busy millennials with young families, and continue the role of the retail store as a destination, which remains a priority across all generations.
Adam Rossow, iModerate, “Tips to Enrich the In-Store Experience,” April 26, Total Retail Report

36. Businesses need to form an intimate view of the customer — e.g., her likes and dislikes, preferred channels, etc. For this, all the data that organizations have from many different sources needs to be brought together to create a so-called ”customer persona.” This forms the foundation, together with appropriate data, that gives the customer’s current context.
Debjyoti Paul, Mindtree, “4 Keys to Delivering Next-Generation Customer Experience,” April 29, Total Retail Report

37. With the convergence of all channels into one, the company as a whole has to work towards breaking down historic silos and start communicating as “one voice” both internally and, more specifically, to consumers. What’s been successful with those leading in omnichannel is to align both online and offline departments under one person at an executive level, across all functions of the business (e.g., merchants, customer service, marketing, store operations, e-commerce).
Zach Zalowitz, SCApath, “Organizing for Omnichannel: Inside and Out,” Summer, Total Retail

38. Adding an online chat platform to your e-commerce site helps bring the personal one-on-one in-store experience to life online by allowing visitors to interact and ask questions in real time rather than having to call in or wait for an email response. And anything you can do to cut down on your customers’ waiting time is good for your bottom line.
Travis Garcia, Zobrist Consulting Group, “The Dos and Don’ts in Shifting to Omnichannel Retail,” July 14, Total Retail Report

Personalization
39. As consumers’ attention spans grow shorter, personalization is more important than ever in prompting interaction. This means incorporating customers’ names, birthdays and locations into marketing content is an absolute must.
Ivy Shtereva, Yesmail, “The Mobile Commerce Tipping Point,” August 1, Total Retail Report

40. Seventy-eight percent of consumers claimed they were more likely to become repeat customers if targeted with personalization, so offer customized packaging, limited-edition lines and VIP perks when possible. Give your branding and loyalty teams the opportunity to shine by personalizing based on purchase history, buyer location and frequency of purchase.
Deren Baker, Jumpshot, “Use Customer Data to Succeed When Amazon Enters Your Marketplace,” July 12, Total Retail Report