Earlier, we have argued that omnichannel in retail is good business. To make sure you get the most out of implementing an omnichannel business model, it is relevant to develop a clear and distinct strategy. What do you want to achieve with the implementation of omnichannel as a business model, and how can you accomplish this?
Of course, it differs from business to business how an omnichannel strategy should look to be most successful. It depends I .a. on what products you sell, the demand, and what type of customer you want to reach.
But most businesses have the overall purpose the strategy should preferably fulfill in common - that their customers get a consistent experience when they shop across the different channels. And of course, that this purpose is achieved in the most profitable way for the business. Therefore, you must focus on your various channels collaborating rather than working in parallel. It is not just relevant to work with webshop SEO and well-written content or to provide personal customer service in your physical store. It is the overall customer experience across your channels that should be the main focus.
We have put together several overall considerations that are beneficial to think when creating a successful omnichannel strategy for your business.
Today customers expect convenience - they want to decide where, when, and how they shop with you. Your ability to offer your customers a convenient shopping experience is crucial to create customer loyalty and ensure that your customers return to your shop and not your competitor's.
To create a convenient shopping experience for your customers, you should let them control their buying process as much as possible. Offer your customers the opportunity to choose for themselves - do they want to pick up their purchase in your physical store? At a separate delivery location? Or do they want it delivered to their home address? In this way, you adapt to your customers' busy and not least diverse everyday lives.
For some customers, convenience means receiving their purchased product as quickly as possible. In this case, it is relevant to implement Click & Collect to your business. With Click & Collect, you offer your customers to order a product online, which they can pick up shortly after in your physical store. By doing this, you do not only meet your customer's needs; you also draw them to your physical store, where you have the opportunity to achieve additional sales. An analysis conducted by the e-commerce portal internet Retailing shows that between 60-75% of Click & Collect customers end up putting more in their basked when they are in your store to pick up a pre-ordered item.
In addition to flexible delivery options, you should offer your customers flexible return options. For most people, return options are a natural part of online shopping, and it is crucial to whether or not they return to your webshop. An analysis by Klarna shows that 84% of the 2000 respondents would not buy again in a webshop that did not offer flexible and free return options. Therefore, you should provide your customers with free returns and the possibility of returning to both your physical store and sending it to your warehouse.
In addition to the benefits mentioned above, you can also minimize shipping and delivery costs with Click & Collect. However, Click & Collect is not attractive to all kinds of customers. For some, it is not about receiving the product as soon as possible, but about having, it delivered to their address. Therefore, it may be relevant to think of alternative ways to minimize shipping and delivery costs into your omnichannel strategy.
The keyword is additional sales. The more your customer buys in your webshop, the less your costs per turnover will be for shipping and delivery per customer. With a permit from your customers - for example, via login to your webshop or a customer club, you can access data that can give you an insight into your customers' buying behavior. You can translate this data into personalized recommendations, and with these recommendations, you can influence your customers to add extra items to their basket. For example, by displaying products, the customer has previously looked at or products that other customers with the same buying behavior have bought.
To ensure your customers return to your shop, you should think your customer's entire lifetime into your omnichannel strategy, rather than just focusing on the first sale. Most products have a limited lifespan, and your customer will most likely need the same product or similar products after a while. Therefore, it is relevant to work on predicting burn rates. With insight into your customer's purchase history, you can quite accurately predict when there will again be a need for a new shampoo, toothbrush, or completely third. At that time, it will be relevant to reach out to the customer again - for example, with an email about an offer on just shampoo or toothbrushes.
There must be synergy between your channels. If the news and offers that appear on your Facebook page are not the same as those on your website, you risk that your customer will experience not being able to find precisely the offer they clicked in to see. As a result of this, they will probably go to your competitor to find the product they were looking for. Therefore, streamlined communication is undoubtedly relevant to keep in mind when developing your omnichannel strategy.
In addition to your communication being consistent across your channels, you should also make sure that your prices and product range are the same. Your customers will most likely have a negative buying experience if they experience that they could have bought a product cheaper on your webshop after having bought it in your physical store or if, after researching on your webshop, they visit your physical store and find out that the product they were looking for, was not to be found there.
To ensure a robust omnichannel strategy requires that you continuously work on optimizing the customer journey across your channels. Therefore, you should think of your omnichannel strategy as a continuous work process that must be continually updated and adapted to your customers' needs and wishes. By doing this, you can make sure that your customers have a good experience when they shop with you and, therefore, most likely will return to your shop.
Fiftytwo is a part of Bording Group.
Bording Group has over 400 employees, in 7 companies across the Danish, Swedish and Norwegian markets. We are all involved in marketing, technology and consulting in partnership with our customers.
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