Updated edition of the popular business guide provides practical advice for improving customer connection and fueling growth in today’s digitally-driven marketplace

The 2^nd edition of the ground-breaking and best-selling retail handbook, Omnichannel Retail: How to Build Winning Stores in a Digital World is now officially launched. Written by Eagle Eye CEO Tim Mason, former Tesco executive and the originator of the first grocery loyalty program, and retail expert Sarah Jarvis, the new and completely updated edition explores the value of digital customer connection, how to harness it online and in-store using the latest tools and proven strategies from omnichannel leaders.

Omnichannel Retail outlines the importance of making digital connections with customers at all stages of the shopping journey to drive engagement, retention and sales. The book includes actionable recommendations around how to update physical store spaces to leverage digital opportunities and mobile capabilities, deliver more meaningful marketing communications, create personalised loyalty experiences and maximise the potential of customer data.

“A lot has changed since the original edition was published in 2019, and retailers today are faced with increased pressure and competition on multiple fronts, including rising costs, changing consumer expectations, and technological advancements,” said Tim Mason, Eagle Eye CEO and Omnichannel Retail co-author. “I wanted to provide an updated guide for retail marketers navigating an increasingly complex marketplace and how they can use these shifts to their competitive advantage.”

Critical Insights from Omnichannel Retail 2^nd Edition

• The digital imperative has increased exponentially since the original printing.  With one-third of consumers reporting that they ‘often’ shop both in-store and online during the same purchase occasion,  a seamless omnichannel customer experience has become mandatory to remain competitive.
• The need to deliver a good customer experience has not changed, but the tools for doing so have. Today’s consumer increasingly expects a more personalised and relevant brand experience, and marketers must adjust strategy accordingly to remove friction in the shopping journey and increase the utility of offers and communications.
• Intelligent retail spaces and real-time touchpoints will be imperatives moving forward. Creating retail spaces that more fully integrate mobile capabilities, deliver valuable in-store services and self-service capabilities, offer entertainment through challenges or gamification, and enable real-time, contextualised offers (‘Marketing in the Moment’), represent the future of retail.

The book also contains updated advice for maximising the benefits of data-based retailing and how to leverage location-based marketing tools. It features several new chapters, including The Fundamentals of Loyalty, The Power of Personalization, Marketing in the Moment and Monetizing the Customer Connection.

“Digital connection has become an essential part of everyday life, transforming the way we work, communicate, and especially how we shop,” added Mason. “Today’s digitally connected consumer expects you to know what they want and to use that information to improve their shopping experience.  The updated edition of Omnichannel Retail covers strategies and tactics to provide consumers with a convenient, personalised and unified shopping experience, wherever, whenever and however they choose to engage with you.”

Supplemented with program metrics from Eagle Eye customers and case studies from omnichannel leaders – including Asda, Loblaws, Woolworths Australia, Pret A Manager, Target and more – the new edition of Omnichannel Retail provides fellow industry innovators and savvy marketers with a complete set of tools and frameworks to deliver best-in-class omnichannel marketing solutions.

Marketing Technology News: MarTech Interview with Gary Lipkowitz, CEO at Vyond

To order the 2^nd Edition of Omnichannel Retail, click here: Omnichannel Retail.

Omnichannel Retail is co-authored by two retail experts, Eagle Eye CEO and former Tesco executive Tim Mason and his colleague Sarah Jarvis, a seasoned marketing professional specialising in helping retail and FMCG brands with customer analytics, loyalty and CRM. A retail industry veteran, Tim Mason’s career spans over 30 years and includes experience as the CMO and deputy CEO of Tesco, the largest multinational grocery and general merchandise retailer in the UK. Mason led the launch of Tesco Clubcard in 1995, creating the world’s first major grocery loyalty program. Eagle Eye’s Communications and Propositions Director, Sarah Jarvis, has worked with some of the world’s leading retail brands to develop, implement and measure digital marketing and loyalty solutions.

Eagle Eye is a leading SaaS technology company enabling retail, travel and hospitality brands to earn the loyalty of their end customers by powering their real-time, omnichannel and personalised consumer marketing activities.

Eagle Eye AIR is a cloud-based platform that provides the most flexible and scalable loyalty and promotions capability in the world. More than 750 million personalised offers are executed via the platform every week, and it currently hosts over 100 million individual loyalty members for businesses worldwide. We are trusted to deliver a secure service at hundreds of thousands of physical POS destinations worldwide, enabling the real-time issuance and redemption of promotional coupons, loyalty offers, gift cards, subscription benefits and more.

The Eagle Eye AIR platform is currently powering loyalty and customer engagement solutions for enterprise businesses all over the world, including Asda, Tesco, Morrisons, Waitrose and John Lewis & Partners, JD Sports, Pret a Manger, Loblaws, Southeastern Grocers, Giant Eagle and the Woolworths Group.

In January 2023, the Group acquired France-based Untie Nots, an AI-powered personalised promotions business, adding Carrefour, E. Leclerc, Auchan and other leading brands to its European customer base.

Visit www.eagleeye.com for more information.

Marketing Technology News: The Long Road Ahead: 3 Challenges for Marketers Struggling to Embrace AI