To be successful, retailers must focus on providing a seamless experience through a comprehensive omni-channel strategy. So, what is multi-channel retail? How does it enable wider omni-channel success? Read on to find out.
The differences between omni-channel and multi-channel
A multi-channel retailer can function without having an omni-channel strategy, but an omni-channel retailer cannot exist without multi-channel. The foundation of omni-channel success is a multi-channel strategy. Â
Multi-channel refers to a wide range of communication platforms that are not often synced or coordinated. An omni-channel experience, on the other hand, includes not just several channels but also the ability to seamlessly navigate between them. Â
A key point when explaining the difference is that omni-channel retailing provides customers with a uniform experience across ALL platforms, whilst multi-channel often only focuses on a few.Â
When it comes to omni-channel marketing, there is a considerable gap in the market since most organisations’ clients still don’t receive a consistent experience across all channels. Consumers’ expectations for simpler, more convenient shopping experiences drive the omni-channel retailing trend.
What can omni-channel retailing do for your business?
Building an omnipresent brand
Developing a loyal customer base is a massive challenge, but the rewards of successfully retaining consumers in a crowded market are unmatched. Providing a great omni-channel shopping experience enables retailers to foster long-term customer relationships.
Convenience is king, and consumers constantly seek to reward the most seamless brands with the crown. Though to be seen as convenient, customers need to know you.Â
An omni-channel approach puts your brand in front of more people and gets more eyes on your products. Part of this is being where your consumers are, be it an online marketplace, mobile app, social media, an eCommerce store or a physical store. The latter of these has seen significant innovation within the omni-channel space.Â
Empowering Consumers and Employees
Brick-and-mortar retailers are empowering their sales reps and consumers with genuinely integrated technology, such as the ability to get up-to-date product information from a scan on their tablet or app.Â
Amazon’s new Fresh stores are another example of technology unlocking omni-channel retail potential. You can walk into the store, armed with nothing more than your Amazon app, without being bogged down by checkout queues, just as you would online.Â
Having features that give consumers seamless, enjoyable shopping experiences is essential, but so is creating innovative ways of equipping workforces to facilitate experiences in-person and online.
Be careful, as faulty technology or inaccurate information can create an unpleasant shopping experience for customers and awkward interactions for retail workers when they can’t provide their best service – especially true in physical stores.
Companies must complement their omni-channel strategy with excellent customer service to cultivate client loyalty. Customers will return again and again because of this.
Learning who your customer is and how to keep them
Customers are more likely to return to your store when they need a refill, replacement, or anything new if you provide them with a smooth shopping experience. Shoppers have long memories, so if you make them happy and you’re accessible, there’s a high chance they will return.
Simply being able to search for your business on Instagram or Twitter, which can then navigate them seamlessly through your sales pipeline, is a huge factor in whether they return to your business.
Tracking customers’ activity and data across all platforms can provide critical information about what consumers are interested in and when and how they purchase. That understanding is enhanced by omni-channel selling. It enables companies to track client behaviour across numerous owned channels, allowing for continuous optimization. Access to a significantly larger dataset isn’t the only benefit. You’ll be able to reach more of your target audience and increase consumer sales.Â
Furthermore, giving them an unforgettable experience is something they’ll tell their friends and family about. This is best illustrated by Nielsen, who state 92% of customers believe referrals from their friends and family. Make sure you’re on the right side of those family reviews to get a visit from the grandparents.
