Omnichannel

It’s an undisputed fact that a significant shift is occurring in the modern retail industry, with a substantial amount of consumer spending moving from in-store to online purchases. According to the U.S. Department of Commerce, e-commerce sales reached $165.4 billion in 2010. What's more, Forrester Research predicts that figure will reach $279 billion by 2015. When the experts point to growth of more than $100 billion in just five years, those involved in the retail ecosystem need to be prepared to effectively embrace this trend moving forward.

You may already know there are 5 billion mobile subscriptions worldwide. Under current trends, mobile phones will surpass PCs as the device most commonly used to access the web. You may be surprised to find out that 200 million people access Facebook through mobile devices. These people are twice as active on Facebook, so it appears that having internet access anytime, anywhere via a mobile device creates twice the engagement.

Sears Canada has introduced Skype technology in 10 of its trendy new fashion shops, allowing shoppers to get instant online feedback by modelling would-be purchases for friends or family on an in-store, 58-inch-wide screen.

With the news that Wal-Mart will acquire mobile and social commerce firm Kosmix, the big-box retailer became the latest of several large brands last week demonstrating a healthy commitment to the mobile space by investing heavily in related acquisitions or new business.

Endcap touchscreen digital signage displays are now in nearly every Target store in the country thanks to Possible WorldWide's idea to increase in-store sales of video games and accessories. The international marketing agency recommended placing interactive touchscreens on the aisle endcaps in the video games section to allow guests to quickly and easily locate products.

Luxury lifestyle brand Tory Burch has officially relaunched toryburch.com on the Demandware Commerce platform. Combining e-commerce with its editorial content and social media, the new site reflects the style and personality of its CEO and founder, Tory Burch, while enhancing its customers’ online shopping experience.

According to Nordstrom's blog, the retailer's Seattle flagship store is featuring an interactive window display using Microsoft's hands-free Kinect controller for Xbox 360 to let passers-by "light write" on the glass. 

Every retailer understands that direct mail can't do it all. Any campaign needs the other channels to work together, to some extent — and ideally on the same page. While the closely coordinated direct mail and email campaigns are both popular and successful today, perhaps the most effective demonstration of the offline-online marriage are personalized URL (PURL) campaigns.

Omaha Steaks announced the launch of its new mobile website. Developed in-house, the new mobile site is designed to make it convenient for users to shop Omaha Steaks from a variety of mobile devices including the iPhone, Droid and BlackBerry operating systems.

Tikatok, an online application allowing parents and children to publish original stories into professional-quality hardcover and paperback books, has teamed with HP to create interactive kiosks in Barnes & Noble stores.