Multichannel success means combining online marketing with real-world sales!

In MORE Vision 4, we looked at a renaissance that has seen top retailers embrace innovation and follow seven key trends. One of these trends was multichannel strategies, in which retailers in the US, Europe and Asia are combining internet marketing with physical store sales, with extremely successful results.


American supermarket chain Giant Eagle was recently named the number one social media friendly retailer in the Supermarket Networks (SN) “Store Brands 2012: State of the Industry Report.”

According to SN, Giant Eagle has wholeheartedly embraced the use of social media as a strategy to attract real-world sales throughout the last year, running several Twitter promotions aimed at building awareness of its store brands. More recently, it deployed social media to demonstrate product use, including an online video of a chef cooking with its private-label pasta sauce.


In Europe, English luxury brand Burberry managed to buck the trend of slumping sales this year, reporting a 22% rise in revenue, much of which is being attributed to a strong internet marketing strategy.

At the start of 2011, Burberry rolled out a new web site, Burberry World, which allows customers to connect with all aspects of the business, including store heritage, music, video and product offers through videos and instant chat with customer service representatives.

Burberry also partnered with social media sites, and now has more than 10 million Facebook fans, as well as more than 7,000 Twitter followers and has recorded over 10 million views on YouTube, making it the world’s most successful luxury fashion brand on these sites.


In Asia, Chinese location-based social network Jiepang announced it would install near field communication (NFC) stickers in the windows of 3,000 partner merchants in six cities across the country.

Jiepang is pre-loaded on many Smartphones, and allows users to check in to various restaurants and stores in order to claim rewards. Consumers can check in by touching their Smartphone on window stickers. If they are eligible for the specific reward, it is then sent to their telephone as a mobile coupon, which can be redeemed in the store.

Kate Acketill offers valuable insight into multi-channel retail and innovation in her Property Influencer video and MAPIC 2011 keynote.

More about hybrid stores and the combination of bricks and mortar and digital strategies on the MIPIMWorld blog!

Watch this space for the next MORE Vision!

Every two months, MORE Vision by MAPIC will contribute to the retail real estate community’s knowledge base by exploring a key trend influencing retail property strategy today. Each issue of this multichannel and multi-tool service will include a presentation of a trend, with history, key figures and useful links. Questions raised will be opened up for debate on our social media platforms – the best comments and discussions will be summarised and published here on the MIPIMWorld blog.

MORE Vision 1 – Social shopping

MORE Vision 2 – Citysumers

More Vision 4 – Retail renaissance

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