How Zumiez Drives Loyalty with a Powerful Omnichannel Experience

May 9, 2017 Catherine Malone

In the competitive world of retail, traditional brick-and-mortar stores are seeking new ways to connect with customers digitally. Building loyalty with customers comes down to being relevant to shoppers, whenever and however they choose to interact with a retailer—in-store, online, email, social, or via a mobile device. When retailers adopt an omnichannel strategy they are ensuring that customers can seamlessly navigate between each brand touchpoint to make a single purchase, affording customers the convenience to shop how they want and where they want.

According to Aspect Software, businesses that adopt omnichannel strategies achieve 91% greater year-over-year customer retention rates compared to business that don’t. But what does a successful omnichannel strategy involve?

CrowdTwist client Zumiez knows. They were recently ranked #1 in the “Total Retail's Top 100 Omnichannel Retailers” report. The specialty retailer of action sports related apparel, footwear, equipment and accessories was one of 100 publicly traded retailers evaluated by Total Retail on their omnichannel experience. Zumiez was awarded the top rank after receiving the maximum score of 100 points across seven criteria — buy online, pick up in-store; search in-store products on- line; shared cart; loyalty points earned/redeemed across channels; return products across channels; three or more channels available for customer service; and pricing consistency across channels. 

Zumiez invests in its omnichannel strategy by putting the customer at the center focus across three areas:

  1. Flexible purchases. Zumiez has implemented a point-of-sale platform that that provides a flexible way for customers to purchase across all channels. Zumiez’s customers are able to reserve/buy online and pick up in-store same day; ship from any store to any location; and order online from the store.
  2. Multichannel support. Customer service is provided across three different channels: phone, mail and email, making it easy to for customers to get in touch in whichever way is most convenient for them.
  3. Customer rewards. Its omnichannel loyalty program, Zumiez Stash, powered by CrowdTwist and accessible via a mobile app and online provides members with the opportunity to earn points and redeem them for exclusive rewards, digital Zumiez Stash Screens, and one-of-a-kind experiences with the best Zumiez brands .

Zumiez also understands that the omnichannel approach can drive value across the entire business. “While our primary objective in this project is to deliver a seamless omnichannel customer experience, we also wanted to significantly improve operational performance,” said Troy Brown, executive vice president of e-commerce and omnichannel at Zumiez.

Omnichannel programs also add value for retailers by providing them with the opportunity to capture customer data across all channels to drive better business decisions. A strong omnichannel program provides retailers with the richest possible data on individual consumers, their buying habits and transactions, and tailors promotions that cater to specific consumer preferences. By aggregating data across channels and platforms, retailers obtain a more holistic view of their customers’ activities and can use that insight to improve their marketing outreach.

As competition continues to grow in the retail space, the companies that win will be the ones that know who their customers are and are able to engage them across all channels, knowing which tactics are most effective and converting people to purchase while strengthening the customer relationship and cementing loyalty.

To review the entire findings from the report and learn how retailers can make omnichannel more profitable, download “Total Retail’s Top 100 Omnichannel Retailers.” 

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