There are a number of ways to define your omnichannel strategy. I’ve even had a bash at making the concept a bit more understandable myself. Here, though, I want to cut to the chase and show you, in 4 steps, how you can get a head start on your journey to the holy grail of digital commerce and create a truly omnichannel shopping experience.
1. Omnichannel means synchronising your inventory
A centralised order management system means you get a clear view across every channel in real-time which will reduce your dropped orders. Using a cloud-based commerce platform will give you access to your inventory statistics anytime and anywhere.
Overstocks and out-of-stocks are a thorny issue for most stores and can result in a poor customer experience. Having a synchronised inventory allows you to focus on your highest performing markets and ensure that your warehouses can fulfil as many orders as possible.
2. Omnichannel means getting wise with your data
Access to rich data will allow you to provide the best omnichannel experience to your customers, regardless of where they get in touch. By recording data from every touch point you can use it to find out more about your customers, and optimise your conversions.
Arm your eCommerce team and the sales assistants in your store with accurate, up-to-date product information and the ability to instantly call up the customer’s previous purchases and preferences.
With a tablet in hand, the sales assistant can step out from behind the counter to offer recommendations and place orders. If you don’t have a particular product in a specific size available in store, no problem, the assistant has real-time access to your entire inventory, in all your stores and warehouses and can ship the perfect item to wherever your customer would like.
3. Omnichannel means consistency
Having a flexible cloud commerce platform with a user-friendly content management system will mean the look, feel and design of your brand, is consistent on every channel.
Omnichannel allows you to ensure that your brand message, that you’ve no doubt worked hard to develop, is consistent across your network. That can mean your mobile app is as responsive as your website, your eBay store has a complimentary design and the product information is accurate everywhere your products are sold.
4. Omnichannel means staying agile
Gartner predicts that by 2018 half of all commerce sites will integrate technologies from more than 15 vendors in order to deliver an acceptable digital customer experience.
Integration is essential so you need an eCommerce platform that is scalable, flexible and compatible with other systems and applications. As new technology emerges, it is essential that you are able to adapt to the market changes quickly.
Cloud-based technology that is consistently and routinely updated will give you a solid foundation that is agile enough so that when you need to make changes, you won’t have to overhaul your existing infrastructure.
We’ve touched on some vital ways that you’re going to want to consider to ensure that your omnichannel strategy is successful. To find out more about how you can start your business on the road to omnichannel, get in touch, we’re a friendly bunch and we’d be delighted to help you out!