Omnichannel retailing has been an important marketing strategy for retailers trying to innovate in an increasingly changing world. As various brick and mortar companies have started to go bankrupt, larger stores have begun to promote buy online, pick up in-store as their next big idea to bring in customers both online and in person. A notable example of this is the Kohl's/Amazon partnership. When Kohl's initially rolled out their partnership to be a return center for amazon to a few stores in 2017, they saw a bump of 9% in their new customer traffic. This success was enough for them to roll out to all stores. From this partnership, Amazon was able to promote easier returns, reduce its returns cost by using Kohl's as a consolidator and increase customer satisfaction. Kohl's was able to increase their foot traffic, align themselves with the big star in retail, and hopefully lock customers into Amazon/Kohls instead of shopping at Target/Walmart/Macy's, etc.
This marketing technique of making returns as easy as possible for customers has popped up in other ways as well. Happy returns has created kiosks in malls and shopping centers for easy returns to your favorite DTC brand. And larger scale companies like Best Buy and Macy's have made BOPIS a key selling point in easy purchases. It will be interesting to see what the next marketing play to increase customer satisfaction will be.
source: https://www.forbes.com/sites/jasonwingard/2019/05/28/kohls-amazon-proof-that-collaboration-works/#3e2db52b4c19
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