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Omnichannel Retail: How to build winning stores in a digital world

Tim Mason Miya Knights



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Kogan Page Ltd
03 April 2019
Business strategy; Sales & marketing; Retail sector
SHORTLISTED: Business Book Awards 2020 - Sales and Marketing Category According to many reports, the physical retail experience is in crisis as more and more consumers shift to internet shopping. Despite this, the majority of global purchases still happen offline, from 90% of sales in the US through to 92% of sales in the UK and 94% in China. The big change is that today's shopper seeks content and advice online before buying in store. Omnichannel Retail celebrates all the advantages of the physical shopping experience, from its sensory selection through to try-before-you buy, and its potential for providing an instant and profitable retail solution, while explaining the imperative of bringing the power of digital and an omnichannel experience to everyday shopping.

Connecting the digital customer to the physical customer, Omnichannel Retail delivers a wealth of opportunities for the bricks and mortar store, including an enhanced customer journey, effortlessly tailoring specific products to a particular customer, exploiting surge pricing, upselling lucrative products and above all, building real, and profitable, relationships with your best customers. Based on over thirty years in loyalty marketing, Tim Mason diligently addresses the challenges facing retailers, providing tangible and proven solutions to capitalize on the changing retail landscape.
By:   Tim Mason, Miya Knights
Imprint:   Kogan Page Ltd
Country of Publication:   United Kingdom
Dimensions:   Height: 233mm,  Width: 156mm,  Spine: 14mm
Weight:   385g
ISBN:   9780749484460
ISBN 10:   0749484462
Pages:   224
Publication Date:   03 April 2019
Audience:   College/higher education ,  Professional and scholarly ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Active
Chapter - 00: Introduction; Chapter - 01: The digital imperative; Chapter - 02: Analogue learnings; Chapter - 03: Loyalty is dead; Chapter - 04: Your location in the physical world; Chapter - 05: The digitally augmented store; Chapter - 06: Mobile makeover; Chapter - 07: Data-based retailing; Chapter - 08: Performance marketing; Chapter - 09: The importance of e-commerce; Chapter - 10: New media, new content; Chapter - 11: Lessons learned; Chapter - 12: Index

Tim Mason has over 30 years' experience within the grocery and retail industries, with a strong background in strategic marketing and customer loyalty. He was the Deputy CEO of Tesco from January 2010 to December 2012 and held a number of senior roles in the Tesco Group including CMO, where he was responsible for the launch of Clubcard and He is currently CEO of Eagle Eye, an SaaS technology company, working with leading grocery chains, the casual dining sector and non-food retailers. Miya Knights is Head of Eagle Eye Solutions with 20 years' experience as an analyst, journalist and editor, specializing in enterprise technology use in retail. She owns Retail Technology magazine, is ranked one of Vend's top 50 retail influencers and has recently appeared on the BBC, ITN and Sky News, as well as regularly speaking at or moderating industry events.

Reviews for Omnichannel Retail: How to build winning stores in a digital world

We will always shop, but how we buy and where we buy has been reshaped by the world of technology. The winners in the world of retail are embracing that change, and adapting. In this book Tim Mason does what he's always done best: take the world-class experience he has of retail, technology, data and customer understanding, and turn it into an easy-to-understand case for action. --Matt Atkinson, Chief Membership Officer, The Co-operative Group Ltd This book nails the life or death approach we should be taking in embedding data and technology at the epicentre of our businesses. Today, the customer is king and the landscape is crowded. Tim's view is truth, in that a data-driven and digitally enabled business model will deliver a better customer experience across all channels and therefore real-time information and actions; the result being brand trust and customer relevance which will support growth and sustainability. This book is a brilliant read in explaining the why and how. --Beth Butterwick, CEO, Karen Millen Fashions Ltd People's lives are getting more complex, not less, and they are looking for retailers who understand their lives and help to simplify them. Tim Mason has been on this journey his entire professional life, and there's no one better in the world at helping the rest of us understand what we need to do. --Jeff Adams, CEO, Metcash Group I worked alongside Tim Mason for 15 years and he is the best marketer I have ever worked with. Whilst success has many fathers , Tim can genuinely lay claim to many of the customer initiatives that drove the growth of Tesco over a remarkable 20 plus years. This book brings all that customer knowledge and focus to life for the digital age. --Andrew Higginson, Chairman, Wm Morrison Supermarkets Plc Omnichannel Retail brings to life Tim Mason's unrivalled sense of customers the world over and how their lives are changing. It draws out his life-long retail experiences and his instinct for growth, and is a must-read for all thoughtful and sustainable retailers. --David Potts CBE, CEO, Wm Morrison Supermarkets Plc Brilliant, and for retailers, most welcome! Omnichannel Retail nails its value proposition. Tim Mason, in providing a comprehensive and highly practical guide to harnessing digital technologies, urges retailers to rethink brand, upgrade customer experience, deliver loyalty and (for most) regain profitability. He provides an exciting vision for the role of retail in the 21st century. --Sean Meehan, Martin Hilti Professor of Marketing and Change Management, International Institute for Management Development Customers live and shop digitally and physically now... but they don't see the distinction that retailers make between the two. The retailers that will win in the future will be able to seamlessly combine physical and digital experiences and marketing. Taking the disciplines of digital marketing that deliver more targeted, more scaled and more interactive messages for customers is now a must-do to create that seamless experience. Omnichannel Retail helps to address how to deliver this. --Rob Hatrell, Vice President, eBay UK

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