Retailers embrace omnichannel selling but profits are elusive
While retailers and consumer goods manufacturers are investing heavily in omnichannel selling capabilities and often putting mobile at the core of these efforts, new research from JDA Software and PwC reveals that only 16 percent of companies? efforts are profitable when it comes to fulfilling omnichannel demand.
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Starbucks heats up social relationship marketing
NEW YORK ? A Forrester Research analyst at the company?s Forum for Marketing Leaders named Starbucks? Pumpkin Spice Latte campaign as an example of social relationship marketing excellence thanks to a scavenger hunt that helped drive sales last fall.
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Plated exec: Integrate mobile outreach with customer experience, brand values
NEW YORK ? An executive with meal-delivery Web site Plated at Forrester?s Forum for Marketing Leaders said the key to success in mobile commerce is ensuring the outreach is integrated with the desired customer experience and supports the core brand value proposition.
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Mobile can influence key decisions in path to purchase: Forrester
NEW YORK ? A Forrester Research analyst at the company?s Forum for Marketing Leaders said that by identifying and influencing key decisions their customers make regularly, brands can use digital and mobile marketing to reduce decision-making stress rather than coerce transactions.
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