Over the past few years the use of omni-channel retailing has increased, seeing more retailers going from just brick-and-mortar stores to also having eCommerce sites and mobile apps. The increase has seen most well known high street brands using omni-channel techniques throughout their stores, usually through the use of ‘touch points’ such as in store tablets where their customers can purchase through the website. The goal of omni-channel retailing is for the retailer to be anywhere and everywhere their customers are, giving them numerous different options as to where to purchase from.
Regardless of the increase in different shopping channels, only around 22% of retailers consider omni-channel efforts to be one of their top priorities, which is a 23% decrease from results shown in 2015. This highlights that, regardless of its potential, most organisations focus on the different channels as individuals, rather than merging them together.
There are numerous benefits of having an omni-channel strategy, however, and if implemented successfully, it can have a great impact on your organisation. Some of the benefits include:
- Upselling: Omni-channel shoppers on average spend 4% more in store and 10% more online then shoppers who only use a single channel
- Personalised Content: Omni-channel marketing allows you to manage customer relations across all channels and influence their loyalty more effectively. Being able to greet customers on all the platforms they use and respond to consumer demands through these desired methods helps improve customer satisfaction.
- Custom Offers: As customers are becoming more willing to share their personal data if they are able to benefit from it, you will be able to receive and share the data across numerous different channels. With this you are able to personalise offers through a preferred channel.
- Less Abandoned Baskets: 67% of retail shoppers start shopping on one device and finish on another. They tend to use around 10 sources to help make a purchasing decision. By having an omni-channel strategy, you can ensure that your customers can find information about your brand and products on any of their desired platforms, helping them make their decision.
If you are ready to tackle omni-channel retailing and offer your customer a smooth-running shopping experience, here are some factors we believe you need to avoid in order to attain a higher success rate:
- Lack of Internal Organisation: If your organisation is not organised, it can affect how efficiently and effectively things run. Organisation is key to ensuring omni-channels are a success.
- Lack of Customer Analytics Across Channels: Ensure that you get analytics from all the channels are you are using. The more information you receive from the different channels the more likely you are to be able to adapt your omnichannel experience to meet your customer.
- Siloed Organisation: If all departments of your organisation aren’t working together, you won’t be able to create an effective omni-channel experience. Work together, communicate effectively and share data.
- Poor Data Quality: Make sure the data you are using when making decisions in regards to your omni-channel experience is effective and reliable. Using poor data will lead to poor decisions.
The use of an omni-channel strategy within your organisation can be a complicated one, with many factors to consider to ensure its success. However, the potential benefits could be a huge benefit to your organisation and can help improve customer satisfaction. For information on how we can help you implement an omni-channel strategy to your business, contact us on 0113 8330411 or send an email to firstname.lastname@example.org.