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Sponsored Content

The definitive guide to developing an omnichannel retail strategy

December 3, 2021

Introducing a white paper from Coniq, the total customer engagement company for growth-minded shopping malls, outlets, town centers and retailers. Coniq’s platform, IQ, provides a faster, economical and simpler way to generate revenue by understanding, anticipating and engaging customers through personalized experiences in real time across multiple channels and touchpoints.

Omnichannel retailing means more than e-commerce platforms where customers can buy products found elsewhere online. An engaging digital and in-store customer experience recognizes the shopper across all touchpoints with the shopping center, focusing not only on the transaction but on a personalized understanding of each shopper and their emotional connection with their entire customer journey — before, during and after purchase. It is a place where shoppers can see curated fashions and accessories simultaneously featured online and displayed within the center. It is an immersive digital experience where shoppers who are unable to make it to the mall still can, in effect, browse the store windows and see which fashions are being featured by the physical stores.

The success of omnichannel retailing is built in the ability to collect, analyze and respond to all the different customer data points, both online and across the center.

Why are operators moving to an omnichannel sales and marketing model?

Three factors are driving landlords to adopt an omnichannel model:

  1. the massive shift in consumer behavior online as shoppers look for convenience
  2. technology advances that make it possible to create a great customer experience across digital and physical retail
  3. pressure from the brands themselves as they develop their own direct-to-consumer digital channels and omnichannel models

Operators that fail to create an omnichannel retail experience will play catch-up as competitors change their operating models and technologies to drive more revenue from their physical assets.

Which operators have rolled out e-commerce?

Landlord-level e-commerce is no longer just theory. Real estate companies are putting it into practice. A few examples:

2018: Compagnie de Phalsbourg unveiled a unique proposition through Coniq’s partnership with Wishibam, enabling a store shopping experience with e-commerce.

2020: Citycon, which operates shopping malls across the Nordic countries and Estonia, launched a click-and-collect service that allows consumers to buy products listed across all the shops within a specific mall.

2022: AWR Lifestyle will be integrating its Shopify e-commerce platform with Coniq technology, working to collect smart data to better understand its customers.

Click here to download Coniq’s full whitepaper for shopping center owners and mall operators:
The definitive guide to developing an omnichannel retail strategy, including when and how you should embrace e-commerce

You’ll also read about:

  • defining omnichannel retail for operators
  • why operators are moving to an omnichannel sales and marketing model
  • how to determine when you should embrace e-commerce
  • where to start the omnichannel journey based on where you are today
  • the core components of an omnichannel program
  • how to integrate e-commerce into your omnichannel strategy
  • that technologies you need for success
  • how to use your loyalty program to power and fund your omnichannel approach
  • considerations when embracing omnichannel retail