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Your Action To Be Taken:
Send this study to your retail buyers to showcase your expertise and add value to your relationship. Include in your email a synopsis of what your brand is doing to help retailers "win", specifically how your social media is helping to drive traffic and purchases in their stores.
Ever since the dawn of online shopping and shoppers' ability to compare store prices on mobile phones, omnichannel has been a vital focus for brick and mortar retailers. For brands like yours, this meant having to reassure retailers you would manage your online channels to prevent "showrooming".
But now that we understand how consumers really purchase (which is, using online for product research, than buying in person), retailers are now revisiting the omnichannel concept.
For those who aren't familiar, omnichannel is about connecting different channels to give shoppers the ability to keep shopping, whether in-store, online, or on mobile. But a new report from Deloitte suggests that omnichannel may be an antiquated way of thinking. Instead, retailers need to adjust their mindset and start thinking of their business as one entity.