Implementing Effective Omnichannel Tactics
Retail, including categories ranging from automotive to apparel and beyond, is no longer a single-faceted experience. With the rise of online commerce, social media, mobile apps, and more technological systems, omnichannel retail—the facilitation of retail sales and touchpoints across multiple platforms—is the present and future of the industry.
Omnichannel retail is a broad term that includes daily consumer-facing moments with no expectation of a sale, each of which supports a client’s loyalty to any given brand, therefore encouraging and increasing sales in the long term. For example, if a consumer curious about a specific vehicle model visits a dealership’s social media page and reads a blog post that resonates, he or she will be more likely to return to that dealership’s website later to explore other blog posts and, most likely, peruse the vehicle inventory available. The consistency of messaging, tone, and quality across these channels must match the same expectation as that of the in-person shopping experience to engage the customer most effectively.
Data-Driven Insights to Enhance Customer Experience
Blending in-person and digital retail experiences are more important than ever – combined, they create the overall customer experience and, as such, a streamlined and consistent interface is key. As Salesforce puts it, a “unified” retail experience is the takeaway that will resonate most with consumers with the rise of omnichannel retail In fact, it claims, 75% of consumers, “except a consistent experience wherever they engage,” and 68% have an equivalent expectation that a brand will demonstrate an understand of their needs and offer a personalized product tailored to them across these channels.
In fact, McKinsey explains, omnichannel retail presents unique challenges, sure, but it also provides an opportunity for hugely increased value in the retail sales space. But before a brand can begin to see results, it must first have a firm understanding of what channels it can harness for maximum success. The “ecosystem” for each brand’s omnichannel retail strategy is comprised of the commerce experience and personalization, which, combined, create the overall omnichannel impact on the consumer population. In other words, a retail company must have a successful in-person and online shopping experience paired with personalized touchpoints to build, “rich cross-channel platforms integrated with consumer needs and lifestyles.”
The root of this is not too different from that on which sales has been based for decades: an understanding of the customer is where it all begins. To that end, it’s important to remember, McKinsey continues, to put the customer first—because the efficacy relies on if a customer feels it is serving them. And in order to best understand the consumer, placing an emphasis on analytics, and insights, particularly call data analysis and the power such information holds, is more important than ever.
To best utilize this concept, consider the investments in which your business is investing—is it technology across these retail channels that truly powers your business?
