Often referred to as multichannel done right, omnichannel is the future of retail. More and more customers expect a seamless journey from the online world to brick and mortar stores.
The new omnichannel customer
For the first time in retail history, customers are asking to do things that many merchants cannot support. Modern consumers want to to buy online but pick up (or return) at the store. They want to browse product information on their laptop or smartphone, get coupons or discount codes, even make a purchase on their mobile phone while in a store. New consumers are naturally combining channels as they browse, research and buy. And believe it or not, early omnichannel adopters are supporting all of these desires – and reaping the benefits.
Multichannel versus omnichannel
Omnichannel retailing goes far beyond multichannel. Multichannel simply means you sell to and communicate with customers through multiple channels, but with little integration among online, mobile and in-store experiences, devices and systems. Many say that omnichannel is multichannel done right. Omnichannel means providing a seamless experience as you sell to, communicate and interact with customers through integrated online, mobile and in-store experiences, devices and systems. It relies on a true integration of all channels, not just an ad hoc cobbling together of different systems. But once channels are truly integrated, the potential for retail success is much greater than the sum of all channels.
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