Today’s consumers want the option to buy online but pick up or return their purchases in-store. They search for product information on their laptop or smartphone , receive coupons or discount codes via email and social media , and even purchase via their smartphone while in-store. These days, it’s perfectly normal to combine multiple channels. As a retailer—whether you sell online or offline, or both—you can reap the benefits. As long as you have an optimal omnichannel approach .
What is omnichannel?
The omnichannel solution is the complete integration of all your sales channels. Only when everything is connected — your inventory system, CRM, email marketing, Facebook shop and of course what happens in store — are you fully omnichannel.
The combination of all channels (from Instagram to newsletter) and points of sale (from webshop to physical store) has a reinforcing effect, more than when you use everything next to each other.
Still not convinced about Omnichannel? There are three major advantages to it:
1. An optimal marketing and sales strategy
Today’s retailers have multiple ways to sell: through a physical store, an online store, social media, apps, and more. There are so many options it can be overwhelming.
In an omnichannel world, the retailer collects data from every transaction japan whatsapp number and interaction across every channel to get a good picture of each customer. The information stored about the customer includes: possible in-store or online spending, order summary, coupons used, gift certificates purchased — anything that can be used to better understand the customer.
3 Good Reasons for Retailers to Switch to Omnichannel Solution
The more touchpoints you have, the more efficient you become:
Customer recognition using a “unique identifier”. It is important that you recognize your customer, whether in the store, via mobile or online.
A personal approach in marketing and retail is possible because you are better informed. Know your customer's buying behavior from start to finish. This way, you know what to focus on in your website presentation and SEO. Make sure the products consumers are looking for are found. With a personal approach, you build a customer base for life.
Increase your order volume by cross-selling in your store, on your website and via mobile in addition to personal offers. Use the well-known sales technique: “If you like this, you will probably like this item.”
2. A top-notch customer experience
73% shop both online and offline . Some time ago, eMarketer asked the question: “Would you like to order something online and pick it up in store?” 1 in 8 people answered this question with great enthusiasm and more than half of people answered that they had already experienced “ click & collect ”. Many consumers consider this to be a minimum requirement, because:
This allows them to buy at a time that suits them.
This saves shipping costs and avoids having to deal with untimely delivery times.
Allows you to have the product in your hands before taking it away (provided the delivery arrives at a delivery point or in the store).
It is useful to exchange or return a product purchased online to the store.
3 Good Reasons for Retailers to Switch to Omnichannel Solution
3. Optimized inventory management
Inventory is perhaps the second most important aspect of the entire omnichannel experience — it’s where theory must be put into practice: the seamless connection between consumers and their purchases.
A major advantage of a good omnichannel strategy is that your inventory management can be organized from a central platform. This way, you always have an overview of what is in stock, and you can refer your customers to your online store if something is out of stock in the store (and vice versa).