omnichannel retail

Improving customer experience with omnichannel retail


Customers today expect to have a stellar experience and nothing less, whenever they visit any brick-and-mortar retail store. With the retail industry expanding by the day, the competition among retailers has also increased. It has become inevitable that these organizations keep upping their game by leveraging technology. One such technological strategy is implementing omnichannel retail format in the business.

In this article, we would like to share four ways in which retailers can implement omnichannel retail format.

1. Digital signage for enhanced information

Before making a purchase, customers require and seek detailed information about products. For instance, while purchasing electronic gadgets, customers need to know the ins and outs about these products. While most online platforms display detailed information about these, it becomes difficult to track product specifications at a brick-and-mortar store.

Installing digital signage where these product specifications are displayed would help retailers enhance the shopping experience for customers, as they would be able to access all the necessary information and compare products easily.

Additionally, these signages can be used to display recommendations, special offers, tutorial videos, and much more. For instance, a person who wishes to purchase a professional camera for the first time would need to know all types of camera available and their features, accessories that would be required to use the camera (tripod stand, lens holder, and the like), and any ongoing promotional offers for the buy. All of the above-mentioned information can be used using a digital screen.

2. Stock accessibility for customers

To execute a smooth omnichannel strategy, retailer organizations need to have a centralized order management system and item-level stock visibility across all physical and online channels. With this, retail outlets would be able to ensure that they have sufficient stock of all items that are marketed across any other platform, be it online apps, websites, or the like. Otherwise, customers would have a poor experience if they are unable to access their desired items in a brick-and-mortar store.

Additionally, retailers would be able to provide customers with the option of picking up items that were purchased online from a nearby store, getting items that were purchased at an outlet to be delivered at a specific location, or pre-order merchandise at any brand outlet that has run out of stock elsewhere.

3. Real-time inventory data for employees

By enabling a great omnichannel strategy, employees would have access to stock numbers of marketable goods in real time. Whether an item is purchased via the website, on the app, in a pop-up shop, or at another brand outlet, receiving updated stock numbers in real time truly empower the retail staff to enhance the shopping experience for customers. They would be notified as to when an item is about to run out of stock so that they can place purchase orders well ahead in time. With the stock being replenished regularly, customers would not have to leave disappointed, noticing that their desired product is unavailable.

4. Cross-channel functionality

To ensure customer satisfaction with the brand, retailers must implement cross-channel functionality. For instance, when a customer purchases an item via an online platform, they should be allowed to initiate a return, exchange, or refund even in a brick-and-mortar outlet. This would not only enhance the customer experience but also ensure customer engagement, which, in turn, would lead to a hike in sales.

Ginesys has recently partnered with Unicommerce and Vinculum in order to enable omnichannel retail for businesses.

Raman sharma | May 13th, 2019
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