Who We Are

We are your guide to timely, fact-based insights and actionable solutions. We connect the dots between the research and your business objectives.

Who We Work With

Some of the most iconic brands in the world have trusted us since 1983 and we are proud to have clients that continue to work with us after 30 years of successful business together.

What We Do

We deliver on our promise. Our promise to provide the highest quality marketing research insights with a reliable team of industry experts that you can count on every step of the way.

How We Do It

We care about the quality of our deliverables. We care about the impact that our insights and solutions have on your organization. We care about our relationships with our clients and with each other.

Let’s Connect

We know that trust must be built between us over time. So, let’s get started.

Privacy Policy
Copyright © 2023 KS&R, Inc.
All Rights Reserved
DMN Features Mark Scholz’s Article on Customer Centric Strategies for Omnichannel Success Hero Image

DMN Features Mark Scholz’s Article on Customer Centric Strategies for Omnichannel Success

DMN – a publication focused on digital marketing recently published Mark Scholz’s thought leadership article:

Customer Centric Strategies for Omnichannel Success

The concept of omnichannel has gained popularity in recent years, becoming evident at Retail’s Big Show – NRF 2023. The event witnessed an intense focus on the “Omnichannel Experience,” with discussions, innovative sessions, and solutions aimed at helping brands succeed in an evolved retail environment – one that allows customers to purchase from diverse purchase channels.

An effective Omnichannel Experience strives for seamless integration of marketing, sales, and customer service across each of these purchase channels, creating a cohesive and unified customer journey regardless of the customer’s chosen interaction point.

The Challenge

Although the pandemic has amplified the volume of e-commerce transactions, the majority of purchases in the United States still occur within brick-and-mortar stores. Retailers must invest in establishing a unified and frictionless customer experience across channels in parallel to their investments in digital. Whether online, in-store, via mobile apps, SMS, or social media, each potential touchpoint along the customer’s journey applies pressure on retailers, reshaping their marketing strategies.

Marketers are encountering new challenges. For instance, imagine a shopper who spots a product on social media and decides to inspect it in person at a brick-and-mortar store. In this scenario, they might access the retailer’s website on their mobile phone for additional information. Such complexity highlights the intricacies of omnichannel marketing, demanding a seamless experience across these touchpoints for omnichannel success.

Incorporating the customer’s perspective into organizational strategies allows retailers to make smarter multichannel decisions. A powerful approach for building a deep understanding of customers is primary marketing research. When brands directly tap into the decision-making process of their customers and prospective customers, they significantly improve the odds of omnichannel success.