According to Wikipedia omni-channel retailing "is very similar to and an evolution of, multi-channel retailing, but is concentrated more on a seamless approach to the consumer experience through all available shopping channels, i.e. mobile internet devices, computers, bricks-and-mortar, television, catalog and so on."
As discussed in many other articles, we are able to uncover a tremendous amount of information quickly via the Internet and retailers must catch up and ensure they are not only getting found, but they are providing an easy to use and enjoyable customer experience regardless of the touch point used by the customer. This is really where omni-channel retailing comes in as it seeks to provide a consistent experience across all touch points.
Data collected from these touch points can also be used to send targeted promotions that are relevant to the shopper. As logic dictates, this increases the chances that shoppers will purchase from specific retailers. For example, imagine you are shopping in the city centre and are looking for a new suitcase for your holidays or a new suit for work, receiving a tailored promotion to your mobile when you are nearby a retail shop that sells these items increases the likelihood that you will purchase from that retail store, and makes the whole shopping process more simple and convenient for the customer.
Customers are coming to expect a consistent experience across all touch points and retailers should aim to deliver this or they will lose opportunities to capture new and existing customers. It is also important that shoppers can complete a purchase across various channels. For example, Argos now allows customers to check stock availability online from a number of stores, and then reserve this item from the closest store that has this item in stock. They will also receive a text message to confirm with details of when the product will be reserved until, helping customers buy products in a quick and convenient manner.
According to a recent survey, the biggest return on mobile today is from increased customer loyalty and personalisation - creating a more personal experience for the customer, rather than mobile transactions. Retailers are primarily adopting mobile strategies to increase customer loyalty and omni-channel can be used successfully to achieve this goal.
A paper by Koble discusses loyalty within the omni-channel as a particular benefit of implementing a uniform approach across all channels. Using real time data can help retailers engage with customers and send tailored messages at each touch point across various channels that are relevant to that individual customer. This method concentrates on engaging customers from the very beginning and throughout the customer journey, rather than sending only one campaign or using it for channels at the end. Rewards help increase brand loyalty and should be used wisely. However, retailers are still failing to use omni-channel effectively.
Another report by EKN, The First Annual Future of Stores Study, also shows that retailers still have some work to do when it comes to adopting an omni-channel approach to provide a personalised service. Gaurav Pant, Research Director for EKN, states "For retailers to be able to deliver such an experience, they need to align all channels to the lifetime value of customers, empower store associates at the point of interaction, infuse new digital experiences in-store, and aggressively integrate customer data, inventory and pricing across all channels."
As retailers move further into engaging with customers and increasing brand loyalty, omni-channel retailing can help make this possible. Find out how retailers can enhance the mobile shopping experience or read our Retail section to find out more about how mobile is transforming the retail sector.
As discussed in many other articles, we are able to uncover a tremendous amount of information quickly via the Internet and retailers must catch up and ensure they are not only getting found, but they are providing an easy to use and enjoyable customer experience regardless of the touch point used by the customer. This is really where omni-channel retailing comes in as it seeks to provide a consistent experience across all touch points.
Data collected from these touch points can also be used to send targeted promotions that are relevant to the shopper. As logic dictates, this increases the chances that shoppers will purchase from specific retailers. For example, imagine you are shopping in the city centre and are looking for a new suitcase for your holidays or a new suit for work, receiving a tailored promotion to your mobile when you are nearby a retail shop that sells these items increases the likelihood that you will purchase from that retail store, and makes the whole shopping process more simple and convenient for the customer.
Customers are coming to expect a consistent experience across all touch points and retailers should aim to deliver this or they will lose opportunities to capture new and existing customers. It is also important that shoppers can complete a purchase across various channels. For example, Argos now allows customers to check stock availability online from a number of stores, and then reserve this item from the closest store that has this item in stock. They will also receive a text message to confirm with details of when the product will be reserved until, helping customers buy products in a quick and convenient manner.
According to a recent survey, the biggest return on mobile today is from increased customer loyalty and personalisation - creating a more personal experience for the customer, rather than mobile transactions. Retailers are primarily adopting mobile strategies to increase customer loyalty and omni-channel can be used successfully to achieve this goal.
A paper by Koble discusses loyalty within the omni-channel as a particular benefit of implementing a uniform approach across all channels. Using real time data can help retailers engage with customers and send tailored messages at each touch point across various channels that are relevant to that individual customer. This method concentrates on engaging customers from the very beginning and throughout the customer journey, rather than sending only one campaign or using it for channels at the end. Rewards help increase brand loyalty and should be used wisely. However, retailers are still failing to use omni-channel effectively.
Another report by EKN, The First Annual Future of Stores Study, also shows that retailers still have some work to do when it comes to adopting an omni-channel approach to provide a personalised service. Gaurav Pant, Research Director for EKN, states "For retailers to be able to deliver such an experience, they need to align all channels to the lifetime value of customers, empower store associates at the point of interaction, infuse new digital experiences in-store, and aggressively integrate customer data, inventory and pricing across all channels."
As retailers move further into engaging with customers and increasing brand loyalty, omni-channel retailing can help make this possible. Find out how retailers can enhance the mobile shopping experience or read our Retail section to find out more about how mobile is transforming the retail sector.
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