Toms offers both a QR code and an incentive to shop online:
Cremieux invited customers in-store for a happy hour:
giggle advertised their website, stores and shopping apps:
And Chukar Cherries sent me an order form that included the names and addresses of the people I shipped gift baskets to last holiday season. Talk about convenient!
Customers don't shop in a single channel and it's up to the retailers to provide different shopping options and to make the transition seamless.
Speaking of options, I received these two emails recently and they really caught my attention.
Philosophy encourages customers to shop on TV during its QVC broadcast:
And giggle sent a Mobile Monday email offering a discount for customers shopping in its app:
As you can see, there isn't one right way to encourage customers to shop. All you have to do is provide options and let your customers shop in the channel that is most convenient for them this holiday season.