E-commerce and mobile shopping are growing faster than ever. Those experiences, however, are inherently limited as people still want in-store store benefits of seeing, touching and feeling products in person. To get ahead, retailers need to sync these two experiences seamlessly. We're diving into the strategies of three top retailers who have mastered creating seamless online/offline experiences for their customers. View this SlideShare to learn their tactics and how you can improve your online/offline marketing.

1. Common Thread
How retailers use content to tie online and offline experiences

2. People don’t shop the way they used to.

3. Retail consumers today live in both online and
offline environments.

4. $264.30
$305.70
$349.10
$394.40
$442.60
$493.90
2013 2014 2015 2016 2017 2018
5.8 % 6.5 % 7.1 % 7.7 % 8.3 % 8.9 %
16.5 % 15.7 %
14.2 %
13 % 12.2 % 11.6 %
E-commerce is more popular than ever before.
*Source: eMarketer, Sept 2014
Retail ecommerce sales
% change
% of total retail sales

5. And mobile is on the rise.
*Source: CMO.com
Mobile ecommerce will account
for 30% of global retail
e-commerce spending by 2018,
up from 15% in 2013
40% of 2014’s Black Friday
online shopping was done
on mobile
84% of of US smartphone
shoppers use their phones to
assist them in their shopping
while in physical stores

6. But the in-store experience is still important.

7. Because the e-commerce experience is
inherently limited.

8. People still want to see, touch and feel products.

9. And do so with others–amongst the brand loyal.

10. To get ahead, retailers need to make online and
offline experiences interconnected and seamless.

11. How?

12. Deliver tailored, relevant content.

13. Sync online and offline communities.

14. Bridge e-commerce and in-store experiences with mobile.

15. Let’s see some brands doing it right.

16. Deliver tailored, relevant content.

17. Warby Parker Blog
Warby Parker

18. “The public and your customers are
participating more and near dictating
what your brand is. You need to give
people the tools to have it they way
you want them to have it.
Neil Blumenthal
Co-Founder and Co-CEO
Warby Parker
”

19. Interactive annual reports and surveys give a
quick, fun, customized and highly-shareable
tool of engagement for the brand.

20. Downloadable games allow
people to experience the brand
with their friends.
Fold-it-yourself fortune teller (maybe you
know it as a cootie catcher). Download
your own, print it, and start playing.
“
”

21. Themed guides provide personalized and useful
book suggestions for readers.

22. Traveling campaigns allow the New York City-based company engage with customers
throughout the country, letting them know when the brand will be in their local areas.
Warby Parker also makes an effort to further engage the community by incorporating
local businesses and nonprofits.
Just outside the bus, we have lending libraries featuring books specifically chosen
by Austin Bat Cave, an Austin-based nonprofit.
“
”

23. The #warbyparkerhometryon social
campaign pulls in user-generated
content from customers sharing their
eyewear options.
The community, as well as Warby
Parker’s social team, provides
personalized feedback for every
participant, helping them choose the
right glasses for them.

24. Sync online and offline communities.

25. #JCrewStyleSessions
J. Crew

26. There are over 30 user-generated J. Crew hashtags on Instagram,
tagging customers sharing their looks and style.
#jcrew
#jcrewaddict #jcrewstyle #jcrewfactory #jcrewinspired
#jcrewjewelry#jcreweverything
#jcrewobsessed
#jcrewlove #jcrewdenim #jcrewjewels #jcrewlover
#jcrewbaby#jcrewwedding
#jcrewlife
#jcrewprep #jcrewaholic #jcrewmens #jcrewshoes
#jcrewmodel#jcrewgirl #jcrewing
#jcrewtruths #jcrewtop #jcrewcollection #jcrewvest
#jcrewnyfw
#jcrewjunkie

27. Wanting to capitalize on this trend, J. Crew launched in-store style
sessions, offering local sneak peeks at new collections and styling
tips from J. Crew’s very own stylists.

28. Customers were encouraged to snap selfies for Twitter and
Instagram with #JCrewStyleSessions for a chance to be featured in
upcoming style guides, bringing the in-store experience full circle
back to the online community.

29. The sessions were picked up by bloggers and influencers
throughout the US, spreading the word to their followers and fans.
New York, New York Chicago, IllinoisDallas, Texas

30. Style Sessions resulted in a positive brand experience for
customers at an arm’s reach of the racks and an online reach to
fans through social networks.
Source: www.sparksheet.com , “How Offline Content Can Save Brick-and-Mortar Retail”

31. Bridge e-commerce and in-store experiences with mobile.

32. NM Mobile App
Neiman Marcus

33. In 2014, Neiman Marcus launched its mobile app.

34. Our goal is to increase our interaction with our
customers. Our customers are always interested in
learning more about product as well as shopping.
“
Wanda Geirhart
Chief Marketing Officer
Neiman Marcus Group
”

35. Shoppers can set their app’s customer service
preferences, either automatically alerting sales
associates when they walk into the store or
checking-in whenever they are ready for assistance.

36. The app also strengthens
customer relationships with
sales associates outside of the
store. Customers can see
which sales associates are
currently in-store, message
them and make appointments.

37. According to Jim Gold, President of Neiman Marcus, a
sales associate sold $250,000 of dinnerware by texting
images to a woman on her yacht.
*Source: Fierce Retail

38. Shoppers also can mark their favorite products and scan QR codes
for product information and exclusive content. This information is
made available to associates, helping them make smarter
recommendations for their customers.

39. Finally, Neiman Marcus’digital content, including its blog,
Instagram and monthly catalog, is fully accessible from the app.
This closes the gap between digital and in-store, giving the
customer a fully end-to-end brand experience.

40. The Neiman Marcus blog taps into the lifestyle the brand
portrays, including launch events, fashion, beauty, art and
culture, video and editors’picks.

41. The Book reads as a part editorial magazine, part catalog. Products
are incorporated throughout articles and high-fashion spreads.

42. Want to learn more?
Our team of strategists can help your brand build a
marketing growth engine. From ongoing support and
program management, to customized strategy sessions
and workshops, we’ll set your brand up for success.

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44. Get in touch!
strategy@newscred.com