Nostico | July 9th, 2024
Are you delivering the type of retail experience that meets the expectations of your most valuable customers? Increasing evidence shows that a growing number of consumers—up to three in four, according to Bazaarvoice research—now shop both online and in-store. These omnichannel buyers are also more likely to purchase from you more regularly and show greater loyalty to your business.
Concepts like the metaverse are bridging the gap between digital and physical worlds, as explained by analyst IDC in a recent report. “Consumers are moving between online and offline at whim and expect retailers to accommodate those hybrid omnichannel journeys seamlessly.”
For retailers, it’s crucial to understand that omnichannel success isn’t about being everywhere and everything to all consumers. The top retailers are those who know their customers, understand which channels their customers use, and have the infrastructure to connect all these elements, creating an experience that satisfies consumers and makes life easier for staff.
Want to learn more about how to achieve this? Here are the five key areas where leading omnichannel retailers excel:
1.A Consistent Browsing and Shopping Experience
Successful omnichannel retailing ensures that the consumer experience feels truly connected. This means that if your customer starts shopping on their mobile phone, they should be able to continue seamlessly on their laptop later. Mobile apps can also enhance the connection between customers and the store experience.
Starbucks exemplifies this with its Starbucks Rewards app, which deepens customer relationships and encourages repeat purchases. Users can accumulate reward points, find nearby stores, order drinks ahead of time, and send gifts through the app. Building on this, Starbucks launched Starbucks Odyssey, a digital experience where users can earn and purchase digital collectible stamps for new benefits and coffee experiences.
2.Full Visibility of Inventory
Customers find it frustrating to discover that a product is out of stock after visiting the store or checking online. Today’s consumers want to browse products online, check stock availability and location, and see certain items in person before purchasing.
Adidas addresses this by allowing customers to check in-store item availability online and enabling staff to perform real-time stock checks using mobile POS devices. If an item is unavailable in-store, staff can order it from another location and have it delivered to the customer.
3.Flexible Delivery and Return Options
“You need a phenomenal store experience and excellent options for curbside, drive-up, and other pickup methods. One option won’t suffice anymore,” says Kamau Witherspoon, CEO of Shipt. Retailers must innovate to keep up with customers’ busy lifestyles.
UK’s LloydsPharmacy, through its digital service LloydsDirect, allows customers to order prescriptions online and choose home delivery or store pickup. Introducing such services requires robust infrastructure and resources to meet demand effectively.
Christiana Shi, former president of Nike’s direct-to-consumer business, highlights the importance of adequate staffing to support new omnichannel services, preventing long lines and dissatisfied customers.
4. Events that Tie Online and Offline
Nike leverages a family of apps and innovative events to create seamless customer engagement. The Nike Style concept, for instance, offers a digital-physical space for consumers to express their style, featuring content studios and unique events for members. Shoppers can scan QR codes for augmented reality experiences related to product innovation and art installations.
This strategy allows retailers to build authentic connections with customers and foster a sense of community around their brand.
5.A Personal, Complete View of the Customer
Loyalty programs have evolved from transactional rewards to personalized loyalty, using customer insights to deliver tailored experiences and products. Sephora’s Beauty Insider Rewards program, with over 25 million members, exemplifies this approach. Top-ranking members receive regular discounts, exclusive offers, and invitations to special events, enhancing customer engagement.
Do you have what it takes to be a successful omnichannel retailer? We can help you achieve this.
Our unified commerce platform, LS Central, provides all the capabilities needed to bring your omnichannel strategy to life, creating engaging, seamless, and personalized experiences for your customers. Contact our experts to learn more. Want to find out more? Contact us.
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