Omni-channel retailer

On the sixth retail day of Christmas

Our research showed to us:

Over 35% of shoppers visit a store before they buy online from that retailer at Christmas

If operating as an omni-channel retailer, there is a key opportunity to align instore and online customer experiences to retain customer loyalty throughout the buyer’s journey. One that is intuitive, device appropriate for online and rewarding.

With more and more retail stores tapping into experiential marketing, using stores as a showcase for online sales, stores can no longer be seen as a purely transactional function. Brands are looking for more and more ways to enhance the customer journey- whether they are a first time customer- still likely to have done their research- or a returning customer who love the brand values.

Providing excellent in-store experience can be the biggest differentiation for brick-mortar retailers. The key to deliver that experience is how far retailers understand each of their individual customer needs, how far they have analysed all data points shared by their customer to understand their needs in context and deliver that omni-channel order fulfilment experience – that being flexible to deliver that experience through any channel or means their customer desire.

Connecting routes to purchase through content- such as Ted Baker’s ‘Mission Impeccable’ campaign and Oasis’ café bar in it’s Tottenham Court Road flagship- is key for a profitable festive season. Our research has shown that this engagement is even more important to the younger generation- who engage with a brand across multiple channels. With the advancement of new technologies such as virtual reality and personalisation enhancements, experiential retail is likely to become even more important in 2017.

Retailers must do more to develop a coherence that bridges the gap and connects across all channels. By integrating technology into the store and optimising eCommerce to attract and retain customers, retailers can tap into each aspect of the customer journey, which we see becoming more and more complex.

How does your online experience stack up? You can review with us in January for free. Find out more here.