Retail World

How to reach the perfect omnichannel strategy?


In this technological age, it’s normal that retailers’ first thought is the search for the perfect omnichannel strategy. Implementing this type of strategy to improve the customer experience, increase loyalty and sales has become a top priority. As a rule, the modern consumer is impatient, unfaithful to brands and with very high expectations: in fact, due to the coexistence between e-commerce and physical store, being omnichannel does not only mean implementing marketing campaigns, but taking a step forward and joining online and offline in a fluid experience.

Advantages of an omnichannel strategy

The consumer is simultaneously immersed in the physical and digital world: although physical commerce continues to have a greater weight than e-commerce, the latter does not stop growing, continuously, year after year. The physical store and e-commerce are complementary: thanks to the principles of omnichannel, the combination of online and offline can help maximize profits.

Showrooming and ROPO (Research Online Pourchase Offline) are trends that, with each passing year, become more important, and an omnichannel strategy reduces the probability of losing a potential customer along the way. In this way, an omnichannel strategy allows to:

  • Improve loyalty
  • Get to know the target better
  • Increase sales

To achieve all these goals, the boundaries of online and offline channels must be removed, and a business-like omnichannel strategy must be implemented.

Why focus on omnichannel?

One of the main difficulties in preparing strategies to achieve the desired goals is the complexity and volatility of consumer tastes and preferences. Purchases by impulse are increasingly rare: consumers think and evaluate a product well before buying it. They can access dozens of points of contact with the brand throughout the purchasing process, search for information, compare, review the product, postpone the purchase, etc.

These “contact points“, at every stage of the client’s journey, are not carried out exclusively online or offline: the consumer can access them at different times and for different periods of time, before arriving at the final purchase decision. If the omnichannel strategy has not been clearly defined, we will not be able to reach all our potential customers at the right time to generate the sale.

Omnichannel campaigns are based on merging all these points of contact to achieve conversion.

Conversion analysis: online VS offline

Retailers need to know what happens every day in their business, to immediately respond to their customers’ needs and unify their sales channels.

Analyzing consumer behavior within e-commerce allows us to recognize problems in the purchasing process, understand our customers’ preferences and analyze different consumer progresses within the conversion channel.

Retailers investments to transform their multi-channel business must be profitable. For this reason, analysis of customer behavior, physical store KPIs and the online store can help improve data and results.

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