CMO Briefing Holiday 2013: An Omni-Channel Approach for Retailers Retail sales are expected to rise 2.4% this holiday season (versus 3% last year ((ShopperTrak)). This year, the Holy Grail in maximizing holiday performance will be engaging the omni-channel shopper. Shoppers are increasingly moving across channels—search, content, mobile, TV, marketplaces, social, in-store—in their purchase journeys. But sll, most retailers struggle in creang seamless, complementary cross-channel shopping experiences. For instance, a recent RSR Research Report found that only 32% of retailers claimed to have achieved this experience. 1 PERFORMANCE STRATEGIES Retailers must focus on building omni-channel experiences for holiday and beyond. Below, we highlight a number of omni-channel strategies. Some of these strategies can be ulized last-minute for holiday 2013, while others require a longer-term approach: 1. Elevate Measurement Most retailers ulize “last click” measurement models. But, in the omni-channel world, mulple channels assist the last click. By not building assist data into aribuon models, retailers are missing opportunies to invest in keywords/channels/devices that influence eventual conversions: 2. Master Mobile At Performics, we’re now seeing 38% of total paid search clicks coming from mobile. MediaPost esmates that smartphone retail sales will total $14.59B this year, and tablets will add another $26.05B. Furthermore, Deloie ancipates that mobile will influence 8% ($66B) of in-store sales this holiday. Yet, many retailers aren’t posioned to capture this demand, mainly because they can’t visualize mobile’s true omni-channel impact: LAST-MINUTE LONGER-TERM Lay A Foundaon Complete a tagging audit to reveal if you have all the capabilies in place to understand all interacon points across the decision journey, not just the last click before sale Idenfy Data Sources Understand the data streams available to you to visualize aribuon opportunies. These include search engine, SEM plaorm or ad server data; third-party aribuon plaorms like ClearSaleing or Adometry; and digital-to-store measurement methods like comScore Panel Match. $