What it means to be truly omnichannel
82% of smartphone users turn to their phone to influence a purchase decision while in-store.1
In this series, we talked about the in-store experience and the role associates play in providing it. However, there is another major space where consumers go to fulfill their retail needs that we did not yet discuss: online.
While online shopping continues to grow rapidly, a majority of consumers in the US still go to brick and mortar stores for their retail experience. Additionally, many are utilizing both the online and offline retail experience - otherwise known as Omnichannel shopping.
Omnichannel shopping allows for consumers to buy anywhere and for retailers to fulfill purchases in multiple ways, and although this is the original definition of the buzzword, it has been subject to change recently. This is due to the fact that retailers vary in their adoption of Omnichannel:
1. Some retailers are running behind, ofering little to no experinces for their consumers
2. Others are focusing on a few channels (online and in-store), only beginning to see the benefits omnichannel provides them
3. More are focusing on a unified infrastructure to bring omnichannel to life through integrated solutions
With all of these different efforts, it’s easy to see how the definition of Omnichannel has been thrown around. The bottom line is consumers want to be able to buy from anywhere and retailers want to be able to fulfill from anywhere.
“Mobile enabled store associates can transform the retail experience today with Omnichannel capabilities.”
In order for a retailer to provide a true omnichannel experience, they need to integrate a series of digital and physical touch-points: