Using omni-channelto expand your reach
Retailers can no longer operate in just a single channel, be it brick-and-mortar or online. With online sales growing so quickly, customers have the ability to shop 24/7.
Online shopping, plus social media and other customer touchpoints means all retail touchpoints and channels are now merging into what is known as omni-channel retailing. Omni-channel retailing is a consumer-centric approach enabling retailers to integrate all channels and adopt multiple strategies to provide a seamless experience for customers.
While the majority of jewellery customers tend to still prefer to buy jewellery from a brick-and-mortar store, they expect the shopping experience to be as smooth and consistent as their online shopping experiences. One of the biggest benefits of an omni-channel strategy is that it helps establish a point of differentiation. The more integrated of a channel you can offer, the higher the likelihood you can stay connected and relevant to your customer.
Having an omni-channel strategy allows you to integrate all channels of retailing while simultaneously reaching customers which will help increase engagement across the board. It offers the opportunity for retailers to be ‘always on” and accessible to their customers outside of the traditional retail hours.
It is also a means to layer a variety of engagement tools and create a seamless approach to the consumer experience through all accessible shopping channels including mobile devices, computers, brick-and-mortar stores, radio ads, direct mail, e-mail and more.
Omni-channel is quickly becoming the norm in the retail world and with that comes the expectations from customers that this will be more readily available for their shopping experiences.
As with anything else you are looking to introduce into your business, new channels must align with your strategy in order to have the best chance of being successful.
