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Omnichannel Retailing: What Is It and Why Is It Important

Retailing is the process of bringing in and selling products to consumers. Retail is the last stop in a long supply chain before your purchases end up in your hand. Retailers often get goods directly from manufacturers, but they can also buy them through wholesalers who consolidate products all over the world and repackage them for easier marketing.

Omnichannel Retailing

Omnichannel retailing refers to transacting across multiple channels, which may include marketplaces, social channels, brick-and-mortars, and more. This is becoming a popular buzzword but it’s not just another way of saying that you sell on the internet or in-store too. It is not just an average day at the mall. Rather a sales approach that focuses on providing seamless customer experiences no matter where they shop from – online, using their mobile device, laptop, or even inside of brick-and-mortar stores.

Omnichannel Retailing

Difference Between Omnichannel And Multichannel Retailing

Multichannel retailing is a long-term strategy for building your brand with one customer at a time. You use social media, phone calls, and in-person meetings to get customers back time and again while providing them the best product possible, irrespective of the channel they’re on. Multichannel retailing involves reaching your customers in all the places they interact with, both online and offline. It’s a great way to build brand awareness.

Omnichannel retailing is not just about adding an online store to your brick and mortar. Without a multichannel strategy, there is no omnichannel retailing – that’s because by connecting all channels you have the chance for customers to experience everything seamlessly across platforms.

The following chart will give a clearer understanding of the omnichannel and multichannel concepts.

Omnichannel                                   Multichannel

A single view of the customer across all channelsMultiple views for different digital channels.
The approach is to put customers at the center of the strategy.Involves interactions with customers using a combination of direct and indirect communication channels.
Timely, relevant, and consistent customer experience across all channels.This demands you to be present where your customers are. Everywhere – Thus time-consuming.
Digital marketers are using this strategy to effectively engage with their audience.Organizations are dropping online multichannel marketing strategies and platforms.
  1. Better Customer Experience
    9 out of 10 consumers want an omnichannel experience with seamless service between channels, and that’s why it pays to break down the walls in your company. Let them interact naturally by integrating all areas – no matter what medium you’re using. If you have a social ad or newsletter, for example, make sure there are push notifications too so customers can receive important updates on the go.
  2. Increase In Sales
    Your sales strategy needs to be omnichannel-proof if you want your company and products to stay competitive in today’s marketplace. Research has shown that customers who have access to more than one channel spend on average 9% more at their store of choice compared to those using a single channel.
  3. Customer Loyalty
    Studies proved, customers who have had an omnichannel shopping experience logged 23% more repeat trips and 18% less likely to recommend your brand than those who used only one channel. You’ll be surprised how quickly customer loyalty will skyrocket with an omnichannel retail strategy.
  4. Data Collection
    Retailers looking to succeed in today’s competitive market have started adopting an omnichannel approach. It allows them to provide a great customer experience by tailoring content and offers across channels for consumers while providing them with access through their preferred channel.

A good omnichannel strategy delivers a customer experience like no other; seamlessly connecting all channels to create an unforgettable shopping journey.

Omnichannel Retailing

Omnichannel Strategy To Ensure Brand Success In 2021

it’s essential to not only establish a better integration between physical and online operations but also apply the strategies of omnichannel marketing in campaigns. Here are few effective strategies to try from:

  1. Customer Segmentation
    Segmenting your customer base helps you understand who they are and what they want so that you can position your offering for each group.
  2. Determining Of Channels
    The best way to make decisions on channel selection is with both qualitative and quantitative data. Talking to customers gives a different perspective on the customer experience that numbers cannot measure, but analytics are important for measuring performance across all available platforms.
  3. Mapping Of Customer Journey
    To create an effortless experience for the customers, you need to know every possible path a customer journey can take. That’s one of the challenges with omnichannel. It is also important that companies understand what their consumers want and how they can provide them seamless experiences across all channels.
  4. Cross Channel Customer Support
    You’re going to extend your customer support beyond the traditional channels of email or live chat – you need to make sure it’s available in all forms – especially on social media platforms. This will help to build customer loyalty.
  5. Technological Integration
    Your marketing and eCommerce efforts will be more effective when you can measure performance better. When these channels are seamless, customer support gets a boost, as you’ve access to data that was leftover from emails or phone calls before customers reach out again. You’re also able to create personalized ‘wow moments’ for your clients with advanced analytics and new technologies.

There’s an increase in the omnichannel shopping experience among consumers, and retailers find themselves adapting to new consumer needs. They have a better understanding of their target customer – that allows them to stay relevant in a fast-paced world. The omnichannel strategy is a complex process as it requires you to build and manage four pillars: sales channels, marketing/advertising, operations for sustaining audience growth.

For better automation of your business operations, ZapERP is one of the best options available today. It is a SaaS-based solution that brings order, shipping, and inventory management functionalities into an automated central platform. ZapERP has seamless integration with marketplaces as well as offers compatibility for accounting software so businesses can track their stock in real-time.

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