全渠道终极指南

A welcomefrom AndrewCriezis Competition for consumer attention has never been higher. To capture their attention—and win their business—manufacturersand retailers must provide a simple, frictionless experience wherever customers shop, be it online or in store. To succeed in this dynamic environment, you need a comprehensive understanding of consumer behavior, effective activationstrategies, and cutting-edge measurement tools across all channels. A successful omnichannel strategy begins with high-qualitydata across all omni touchpoints, specific to the region and even the country in which you and your customers are engaging. This isNIQ’s wheelhouse,and it’s why we’re so excited to share this guide with you. In these pages, you’ll discover the insightsand strategies you need to succeed in today’s global omnichannel environment—and to prepare for what’s coming next. More specifically, we offer: •an overview of the current omni landscape—including an exploration of regional nuances within the United States, WesternEurope, and Asia Pacific;•a look at emerging channels like social commerce and the metaverse;•a breakdown of the measurement, activation, and consumer levers of growth brands can focus on to win;•a summary of proven pricing and promotion, merchandising and assortment, and automation and orchestration tactics; and•a roadmap of next steps you can pursue today to strengthen tomorrow’s omnichannel growth. By leveraging our extensive network and partnerships, you’ll gain access to deep-dive analyses into market trends (regionaland global), consumer behaviors, and competitive landscapes. Our expertise in data analytics, consumer research, and digitaltechnology will help provide the actionable insights required to grow your organization’s revenue and build lasting brand loyalty. Andrew CriezisPresident, Omni-Commerce Table of Contents 04Introduction06What does the omni landscape look like today?29Channels to watch32What brands should focus on to win36Additional considerations40Your next steps41Contacts Click on thecontents tonavigate In today’s retail environment, competitionfor consumer attention is fiercer thanever.Shoppers demand a frictionlessjourney across all touchpoints(be it instore or online)—and every interactionwith a brand or retailer impacts thecustomer experience. Introduction Manufacturers arefacing an expandingomnichannelenvironment. Manufacturers and retailers alike aresetting out to deliver an exceptionalcustomer experience toeveryconsumer, at every engagement,across all channels. To accomplish thatgoal, they must craft an omnichannelstrategy rooted in best-in-class data. Here’s how the right dataand strategies can helpyou stay ahead of trends. That data—when properly leveraged—can form the backbone of a sweepingplan that’s well positioned to deliver valueacross the retail landscape. This guide aims to equipyou with the insights andstrategies needed to succeedin today’s omnichannelenvironment and helpprepare you for the emergingtrends of tomorrow. Accurate data across channelscanpredict future trends andcustomer behaviorto preparecompanies for shifts in consumerpreferences and marketdynamics. Omnichannel data canempower brands to monitortheir market share andidentify new and emergingplayersthat they either needto defend against or learnfrom. Here’s whatthe rightomnichanneldata can do Omnichannel data canfosterseamless cross-channelexperiences through customerfeedback loops, allowing usersto demonstrate commitment tocustomer satisfaction and theability to adapt to market needs. We’ll start by providing an overview ofthe omni landscape and then examinethethree core “pillars” requiredto accelerate your omnichannelefforts: measurement, activation, andconsumer. The right data canprovideinsights into specificproduct attributes that arekey to driving salesacrossthe omnichannel landscape. A shopper’s purchase history,preferences, and behaviors caninform highly personalizedmarketing campaigns withtailored messages, productrecommendations, andpromotionsthat resonate withindividual customers. More mature CPG companiescan leverage omnichanneldata toidentify the idealtime to acquire direct-to-consumer (DTC) brands. The ability to analyze all channeldata in one place canhelpcompanies identify currentdollar and unit sales trendsacross the entire omnichannellandscape. Read on to learn more about howNIQ’sdepth and breadth of omnichannel data,coupled with human-powered insightsand expertise, empower our clientsto craft the omni strategies that drivegrowth today, build lasting brand loyalty,and capitalize on the emerging retailtrends of tomorrow. Omnichannel data can be used toimprove customer service,refineproducts, and create tailoredofferingsby helping brands integratecustomer feedback, identify gaps,and adapt to evolvingpreferences. What does theomni landscapelook like today? The pace of change is accelerating rapidly—to put it mildly Today, thereareseven omnitouchpointsbran