Since the advent of the smartphone, the modern shopper is accustomed to spending more time online continuously engaging on numerous platforms. Instead of stuck making online purchases at our computers, we are now able to make them from our phones, tablets, and even watches. As a retailer, you’re probably wondering how this sort of technology affects your business. It all comes down to creating the ultimate customer experience.
In a world where we can order a cup of coffee from our phone and have it waiting for us when we arrive at the coffee shop, to reserving a seat at a fancy restaurant, or having something delivered to us the same day we order it, customers have grown to expect a consistent, seamless and immediate shopping experience. This means that whether they are interacting with your brand online via their smartphone or computer, or standing in your store, they are expecting the same experience. This is omnichannel retailing – the integration of brick and mortar with online operations to create one congruous shopping experience.
Why you need to adopt an omnichannel approach
Whether you are seeking increased sales or simpler operations, there are numerous reasons why you should adopt an omnichannel approach. The following are just a few of the benefits:
1. Amalgamated store operations
You will quickly discover how easy it is to adjust your business to a cohesive and seamless operation when you fuse in-store activities and online activities together. Regardless of how many locations you sell in, you can easily offer your customers the same products, shopping experience and level of service wherever they shop. By integrating your services your online and in-store inventory you can better satisfy your customers’ needs and reduce out-of-stock issues.
- Advanced marketing capabilities
By storing all of your customers data, whether they shop in your brick and mortar store or online, you can easily track and collect information that will help you narrow and refine your marketing practices. You’ll also be able to easily access any information you need to initiate targeted interactions that are more relevant to customers and ultimately profitable to business growth.
- Increased customer satisfaction
When customers are able to have their needs satisfied on a number of levels, they are more satisfied and much more likely to continue shopping with you. By creating a consistent experience whether they shop online or in-store, or both, you provide them a positive customer experience. Essentially, an omnichannel approach allows customers more options which helps to increase their loyalty to you and your business’ sales.
If you’re thinking about running an omnichannel business, the key to success is finding a solution that works for you. By unifying your in-store and online operations you provide a consistent shopping experience and positive buying opportunity, wherever your customers find you.