Are You Ready for the Omnichannel Shopper?


Omnichannel consumers – those who shop with a single brand through many different channels, from social media to online to call centres to bricks-and-mortar – spend up to 30% more than single channel shoppers. That’s according to a 2009 study by IDC Retail Insights.

The research, done at a time when omnichannel shoppers were in a minority, was ahead of its time. Today, nearly half of all consumers have gone omnichannel.

If you haven’t done so already, it’s time to shape up your brand for omnichannel.

Going omnichannel needn’t be as daunting as it sounds. Chances are, you’re doing much of what you need to do already.

Here are our top tips for being an omnichannel brand.

Sell through as many channels as possible. It sounds obvious, but have you considered all the options? Do you sell on Amazon and eBay, as well as your website? Can customers contact you by call centre? Do you have a bricks-and-mortar store or showroom?

To make selling through multiple channels as simple as possible, consider using software to aggregate your orders.

Be mobile ready. Omnichannel consumers are typically tech-savvy smartphone users. They’ll shop from the sofa on their tablet, or during their commute on their phone. Make sure your website dynamically adjusts for mobile devices. If your web developer doesn’t offer mobile ready websites, go elsewhere. It’s a must in today’s world.

Get onto social media. Whereas single channel shoppers want a smiling face and a helping hand when they visit your store, omnichannel shoppers want this good customer service, plus an ongoing relationship with your brand. They’re connected 24/7, and they expect you to be too. If you’re a brand they love, they want you to be part of their world. This is good news for you, as it builds brand loyalty. Get on social media, and your customers will carry you with them everywhere they go.

Make your marketing multichannel. Selling through multiple channels isn’t enough. You also need to be marketing through a range of channels. Platt Retail Institute recently listed the most important marketing channels. The top five are (in order of importance):

  1. Company Website
  2. Direct Sales
  3. Email Marketing
  4. Social Media
  5. Physical Location Selling

Pull it all together. To be a strong omnichannel brand you must tell a consistent story through all your marketing and retail outlets. Use consistent branding. This includes colours, brand voice, and the way your staff treat customers.

Pulling everything together is the key to truly omnichannel retail. Without forging connections between different channels, you’re failing to create omnichannel customers.

Read our 2019 State of Omnichannel Retail Report to find out how to get ahead.

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Written by David Masters

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