‘Omni-Channel’ Is Coming: Make Big Shifts in Your Agency, or Be Left Behind
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The latest development in retailing is called omni-channel, and it’s going to remake the ad agency.
Many people still dismiss the concept as a buzzword. But within two to three years, this form of retailing, which lets consumers move seamlessly among all retail environments — real and virtual — as if they were one, will be the norm. Agencies will have to get into the operations-consulting game to keep up with it.
Here’s how omni-channel is already working. H.H. Gregg and Jo-Ann Fabric and Craft Stores, to take two examples, let their consumers check inventory by store, buy online and pick up the product at their chosen location. Restoration Hardware makes its stores into brand showrooms, where consumers can handle and test products while shopping the chain’s vast online catalogs and website. WalmartLabs is mining SoMoLo (social, mobile, local) data to predict shoppers’ next purchases and stock Walmart.com based on social-media activity.
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