Marcus Department Store: The Whole Channel Strategy Starts From Internal Reform.

Its full channel strategy starts with internal change, adjusts its organizational structure with customary habits as its core, and then provides experience through online service facilitation and offline innovation.

As a well-known luxury retailer in the US, Neiman Marcus has also embarked on the path of IPO. Interestingly, in the listing application, Marcus's department stores emphasize the efforts made in the traditional entity stores and online integration efforts, Neiman Markus.

This is not to say that today, Marcus stores realized that the word "full channel" was used as a bad word in the retail industry. In fact, it has been doing the whole channel.

Moreover, in its listing application, Marcus department store believes that its all channel strategy is "very successful and has achieved results".

On the whole, its full channel strategy from

Start with customary habits as the core to adjust the organizational structure, and then provide experience through online services to facilitate and offline innovation.

At present, 3/4 of Marcus's department stores' luxury consumption is affected by "online", because in the mainstream social platform including Instagram, twitter, Facebook and Pinterest, Marcus has more than 1 million 200 thousand fans: only 24% of the total sales of $4 billion 800 million in 2014 came from online and mobile terminals.

Gilhart pointed out that nowadays, online shopping starts with "search keywords", but the advantage of a picture is more than 1000 words. The advantage of searching through pictures is that you can directly turn momentary heartbeat to instant gratification without looking for it, reducing the links between the middle and increasing the purchase possibility.

This also explains that in its application, Marcus's Department attributed the success of the online business to the internal pformation of the enterprise: once its online and offline marketing team was completely independent, in April 2014, the Department of Marcus will integrate the two customer experience teams, report directly to Chairman Karen Katz (Karen Katz), and divide the team responsible for the social media to the management of the public relations department.

In fact, during the team merger, Katz said at a news conference, "over the years, the way consumers have bought has changed. With the deepening of penetration and convenience of smart phones and tablet devices, this change will continue.

Our customers no longer distinguish the difference between channels, so there is no need for us to manage business separately by two departments.

As a traditional high-end department store, Marcus is facing

The problem is, in fact, that the problem is even more serious than that of Messi's department store (which has embraced the younger generation) and Nordstrom has attracted younger generation through discount stores. The average age of its core customers reaches 51 years, and the annual income of the family is over 250 thousand dollars. The work is very busy, but many people still go to shop at least once a month.

In this regard, Marcus CMO, Wanda Gil Hart of the department store, said, "all we have to do is find out all the ways to make them find their favorite things more easily and conveniently."

Personalized recommendation is the first train of thought: department stores analyze their customers' purchase history and online browsing records, find their preferences and send customized email reminders, that is to say, shops should become customers' preferred buyers.

At the same time, in order to make the purchase more convenient,

A technology called "Snap. Find. Shop" is implanted in APP, which makes it easier to purchase.

For example, when a customer finds a beautiful handbag in some place, he can use this APP to take a picture. Then the system will compare the whole inventory system to find this handbag or similar commodity. This promotes customer's unplanned purchase through convenience.

Of course, the "traditional" mobile apps of Marcus store are not so traditional: compared to the applications of competitors, this software can not only buy things, but also integrate Instagram and Pinterest social platforms together, while promoting customer online purchase, it also meets their needs for communication.