Retail shopping practices have dramatically changed over the years, creating new opportunities to apply technology in different ways and increase revenue.
However, many things remain the same. Shoppers continue to check prices, compare products, read reviews, and consult friends or social media before buying.
This article unpacks what is hidden in the phrase “omni-channel retail practices."
In omni-channel, every customer interaction impacts the overall experience of your product and sometimes the whole reputation of your brand.
Customers themselves really appreciate when an integrated omni-channel experience is available.
The power of omni-channel experiences can raise sales numbers and conversions dramatically.
It's not only a statement of logic, but also a proven fact that companies with omni-channel retail strategies retain much more than those that only use one or two channels.
Important tools for omni-channel strategies
When you search in stores, you're likely to use their app to check out-of-stock items or use special discounts via a loyalty program.
With the app, you can test the colors of their products virtually, adding them to your cart to make purchase later.
Discount or gift cards are usually connected to the mobile app. Whenever you pay, your balance updates online.
Making every sales point shoppable and combining online with offline funnels is becoming widely applied as an elementary practice.
Moreover, an efficient omni-channel strategy can be reached by utilizing customer data management to analyze data from combined sources.
Best of all is the in-depth customer view. Upon viewing data analytics, you will be able to envision the precise path every individual client took while shopping. It'll show you the way to enhance each client's experience.
Another important pillar for omni-channel orchestration is maintaining effective communication with shoppers.
For instance, buying on a site is requires a well-done interface and search functionality.
Therefore, CMS structure and an incorporated Search Bar with auto-suggestions is a powerful way of making users feel confident about finding the right items online.
Seamless navigation through the search function and identifying the desired content are must-have functions of any omni-channel strategy to ensure a positive user experience.
When combined into one ecosystem, e-commerce companies can create a unified source for analysis. Dashboard and management tools can be used to achieve goals in sales and marketing spheres, regardless of what channels they use for sales strategy. Websites, Instagram, Facebook pages, offline shops – all of the data received from these sources can be gathered and structured for ongoing analysis and management.
Overall, an omni-channel retail strategy is a synergetic approach that provides customers with an integrated shopping experience by combining best practices from brick-and-mortar stores and online mobile user experiences.