An omnichannel retailing strategy is becoming a necessity in today’s world. Omnichannel consumers are increasing in numbers and their demands are getting stronger, meaning retailers are being forced to improve their omnichannel. Retailers, particularly those specializing in ecommerce fulfillment, need to concentrate more on a seamless approach to the customer experience through all available shopping channels: in-store, online, mobile, or a combination of all three. Smart retailers must be armed with ways to reach consumers in real-time, and while a seamless omnichannel strategy may seem too complicated, the reward is well worth the time spent. Here are a few tips to stay ahead of the curve:
Improving Your Brand’s Digital Presence:
Other than in-store and various retailer publications, the consumer’s ability to find and research your brand on the Internet is one of the biggest solutions in achieving the omnichannel strategy. The website should be accessible from all tablets, PCs, mobile applications, etc. Take a walk in your customers’ shoes! Regularly review the experience they go through in order to research, purchase, and connect with your products. Test the entire process both internally and externally to ensure that the customer’s experience is as good as it possibly can be.
Mobilize the In-Store Experience:
Retailers must have a consistent digital presence on multiple platforms, the ability to reach consumers via your mobile site or application cannot be overlooked, and successful mobile integration helps brands engage with their consumers on a more personal level at any time of the day. Applications that allow a consumer to scan products via a mobile app while shopping in-store, downloading coupons from mobile inboxes, or using phones to find products in-store that they have seen online are examples of ways these large retailers are improving a consumer’s brick and mortar experience.
Utilization of Site Remarketing:
Site remarketing is a great way to encourage existing consumers to make that final decision in purchasing your product, or choosing the service you offer over a competitor. If these people are already searching your product or service and visiting your website, use those visits to improve site remarketing by giving those consumers relevant and personalized ads. It is important to not overdo it, but if something brought them to your site initially, remind them of why they were there in the first place.
Create an Internal “Omni-Department”
A successful implementation of omnichannel strategy means that your consumers are going to be using a variety of platforms to research and purchase your product. Sometimes this means that they visit your store and compare your product to that of a competitor. It can also mean that they are shopping from their mobile device, adding items to their shopping cart, but then decide to wait until they’re home to make the final purchase from their Mac or PC. No matter the path they choose, all departments should be fully aware of the experience across the omnichannel. Marketing can use the purchase process to retarget a consumer and email them a reminder of their unattended shopping cart. Customer service should always be able to view when a product has shipped, in case a package cannot be located. There should never be a lack of knowledge throughout the consumer’s experience internally, or the consumer is not being taken care of. At that point it is too late, and they are going elsewhere.
An omnichannel retailing strategy is becoming a necessity in today’s world. You must determine the key tasks the consumers perform throughout their shopping experience, and let them accomplish those tasks through multiple channels. But omnichannel is not just about selling through multiple channels; it is also about letting the consumer do what they need to throughout their shopping journey, no matter what device they’re on.