Over the past couple of years, retailers have faced a number of challenges. From increased pressure to implement sustainable practices – to the COVID-19 pandemic, and the continued evolution of the modern high street. It is safe to say developments in consumer buying behaviour, influenced by a range of economic, political and social factors has put increased pressure on the industry to not only survive but prosper. Despite these challenges, it has proved to be a real turning point for bricks-and-mortar retailers who had to shift their mindset and capabilities to address changing consumer expectations. According to eMarketer, online retail sales will reach $6.17 trillion by 2023, with ecommerce websites taking up 22.3% of total retail sales.
Where once shopping online and offline were viewed as separate entities, we’re now seeing an increased understanding, and recognition for omni-channel experiences. Brands need to create seamless customer journeys; bringing more of the in-store experience online and allowing users to shop online and collect in-store. The modern customer expects a harmonious user journey, open communication and a positive experience – and brands that fail to deliver on this risk losing existing customers and struggling to acquire new ones.
Over the past several years retailers have been trying to crack the code of omni-channel optimization - often to little avail. But managing and optimizing omni-channel is more important now than ever before. Here we explore five key tips for success and how brands can put these into practice for a successful future both online and in-person.
Align your channels
You don’t need to be everywhere at once, especially when it comes to omni-channel optimization. Align all your channels and focus on the key business drivers, such as your physical store and ecommerce site before moving onto alternate channels.
Focus on the customer
Speak to your audience – identify their likes and dislikes, their needs and wishes. Putting your customer at the centre of your omni-channel strategy is the key to success. There’s no point wasting investment on a strategy that isn’t grounded in customer needs.
Integrate your analysis and data
Be sure to combine your physical and digital data to nurture new business opportunities. Combining data across all channels will give you access to rich customer insights that’ll help inform your strategy and build upon your first-party data.
Investing and implementing the latest technology
Consider adopting new technologies and platforms to support your strategy, such as augmented reality (AR), artificial intelligence or chatbots – using them to enhance your relationship between physical and digital. The opportunity to help consumers visualize how a product could fit into their daily lives has attracted many brands to explore AR/VR enhanced shopping. Depending on your business model it could also be beneficial to also consider creating and launching an app.
Don’t forget social media
Finally, to formulate an effective omni-channel strategy, you need to find out which social media platform your consumers engage with. By focusing on conversions to landing pages, this will make it easier to deliver on customer experiences.
