Despite the meteoric rise of online shopping, it has not yet managed to dethrone physical retail outlets. It is true that the e-commerce giants are hot on the heels of the major high-street retailers, but the ‘in-store reflex’ remains firmly embedded in our daily habits. Here, rather than supplanting so-called traditional methods, digital technology has transformed the consumer’s shopping journey, blending online and offline experiences in a parallel and complementary way.
What is omnichannel?
The advent of digital technology has prompted businesses to adapt their sales models. Today, there are numerous touchpoints between a business and its customers. Omnichannel is defined as the simultaneous use of all these touchpoints. An ‘omnichannel’ strategy therefore aims to meet consumer expectations and respond to changing consumer behaviour by providing a 360° view and optimising the customer experience. In a nutshell? Omnichannel means being present everywhere, all the time. But, of course, in a consistent manner!
Right, but how does that work in practice?
As a consumer, you practise omnichannel shopping every day. The most common approach is to use different touchpoints as both a shopping channel and a source of information. But yes, just think about it! You’ve no doubt popped into a shop to have a look at a product and then bought it online. Or, conversely, you’ve checked the availability of an item before heading to the shop. Have you ever compared the price of an item on your smartphone whilst you were in the shop? Or checked reviews left by other customers before finalising your purchase?
Retail 2.0
The digital revolution has certainly turned the retail sector on its head. But it is up to retailers to seize all the new opportunities offered by modern technology! How? A fundamental overhaul of operational strategies is required. Retailers must offer an effective and coherent combination of offline and online channels.
Forget the linear shopping journey – it’s time to get to know your customers properly. Rethink the user experience. Be where your prospective customers are looking for you. Meet their expectations and give them what they need. With an effective strategy that makes the most of all the channels at your disposal, you’ll be able to guide the consumer from the research stage right through to the final purchase decision.
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