A common buzzword in retail is omni-channel. Even outside of the retail industry, you have doubtless heard the term before. Omni-channel specifically represents how a brand connects across different platforms and channels. Now an essential part of retail, especially post-covid, as shoppers got used to online practicalities, online also provides a more personalised experience through data which can’t be replicated in-store. A huge 73% of consumers use multiple channels in their shopping journey, and expect frictionless transitions between online research and in-store purchases.
A simple example of omni-channel is promoting a brand’s website or social media in the physical retail space. This can be shown by printing vinyl on changing room mirrors with the social media handle, signs on the tills, and even over announcements on speakers in store. Success stories include a lot of digitisations, such as brands creating apps. However, omni-channel implementation can be easier than this!
Simple components include:
Visible and easy filtered inventory across channels
This is particularly easy to implement online but is becoming more regular in physical stores using technology. Staff are often equipped with an iPad or iPhone to sort through what is available in-store, online, or for delivery as quickly as online.
Loyalty programs
Points and benefits from brand loyalty programs should easily be transferred between online and physical, so if you get points or a prize from buying online – then you should be able to utilise them in-store and vice versa.
Mobile optimisation
Apps are a common way for brands to provide an easy to use and personalised experience for people. Websites are also key in providing a seamless shopping experience, and it’s essential that websites can be translated to be used on mobiles
Social media
Having social media accounts that are easy to find across the store or online on websites and apps means shoppers can easily connect and be a part of the brands conversation.
Sephora is a great example of doing omni-channel well. A great website, app, loyalty scheme, and even AR makeup trials shows that the brand goes above and beyond for an easy customer journey. This leaves a positive impression, inspiring return visits and customer loyalty.
John Lewis have perfected the area of omni-channel that is ‘click & collect’. Bridging online and physical services, John Lewis have made it an easy experience that is well branded, easy to find, and fits with the rest of the physical store space.
Finally, Screwfix increased sales by nearly 28% just by transitioning from a catalog-only to fully digital format in 2015.
Implementing omni-channel areas can easily be started with identifying friction points across both digital and physical customer journeys. Are there areas that customers are getting stuck on, hard to understand, or not relevant? They can be adjusted for a better journey.
Choosing technology that integrates easily with your brands customer journey. Maybe it does look like an app, or it might be a getting a smartphone for customers to text questions or call. Small upgrades can sometimes improve a customer journey and bridge the experiences better.
Training staff is also a highly recommended. This is a solution that is easily forgotten when there are so many technology options. It’s an easy place to start when improving omni-channel to train staff, as it provides them with the tools first instead of relying on different things. Training them how to help customers, where to send them for different questions/issues and how to check inventory goes a long way in the customer journey.
The future of omni-channel will be even more personalised. The use of AI allows for hyper personalisation, making shopper journeys even more specific to what they’re interested in.
We also expect sustainability to mesh even more with the shopper journey. This can look like customers opting for an eco-friendlier delivery such as click and collect over next day delivery. Or seeking out more eco-friendly benefits with loyalty schemes. Currently, sustainable practices can sometimes be missed, as brands don’t show them across all channels evenly. This could be a quick win to show off positive practices.
Ensuring omni-channel is executed correctly, and powerfully it’s essential to reach out to experts who can bring the brand strategy to life. Reach out to the team today to find out more.