The Omnichannel Retail Experience

Retails stores worldwide struggle with the threat of online shopping. In our previous post, we looked at how retail stores can include mobiles in their customer experience. However, what are the other channels that retail can explore? What are other ways that retail can stay relevant? Is it possible to have an omnichannel retail experience?

John Lewis, a department store in Great Britain has proved that it is possible. The retailer has offered numerous innovative shopping experiences through digital channels explains Natalie Brandweiner in a MyCustomer article.

We already know the popularity of mobiles worldwide and throughout generations today. John Lewis has utilized this well by providing an app to complement the customer journey in stores. The app allows customers to scan barcodes and to place new orders for stock. Their “Click-and-Collect” service has also proven to be a success in creating their omnichannel presence. Andy Street from John Lewis justifies, “We know that about 60% of our customers buy both online and in shops so the approach is to make it absolutely seamless … So they can research in one place and shop in the other, they can buy in one place and pick up in the other – the art of sales is consistent across channels…They’re not even supposed to know or see or realize which channel they’re using because it’s one overall customer offer.” 

So how can retail compete for their existence? Install an omnichannel experience that’s relevant to your company where “all purchase channels are seamlessly connected, therefore allowing consumers more flexibility and convenience.”

Read more here.

“Showrooming” and Mobiles, Retail’s Enemy or Friend?

“Showrooming” is when people come into store to look at products and go away from the retail store to view it online to find cheaper options. With “showrooming” on the rise, how can retail stores keep customers in stores? A realbusiness article suggests says it’s as simple as using mobile in store.

Research shows that most people who showroom actually use their mobiles during their shopping experience. Mobile is a threat to the retail environment, however there is also an opportunity to make friends with the enemy. Companies can now interact with their customers while they shop through their mobiles, perhaps there could be a mobile retail assistant? Or perhaps specials made available through mobiles or even product suggestions as you browse the store. “It’s the perfect tool for businesses to find new ways to make buying in-store the convenient option.” By truly understanding how mobile are used by customers and their retail journey experience with you, opportunities for a successful new form of interaction with your brand is made possible.

Read the full article here.