Omnichannel retail: a digital & in-person strategy

1. Put digital first

Brick-and-mortar locations are great for bringing in the foot traffic, but a strong online presence is also very important. In fact, you may even want to consider it the cornerstone of your business, 81% of customers turn to the web first to research products before buying online or picking them up in stores.

A good digital experience is an optimized one; your best-selling products should be easy to find and omnichannel marketing messages should be consistent. Your digital footprint should also expand beyond your website to the social media platforms where your customers are most active. According to March 2024 data from IZEA, 67% of social media users in the U.S. tend to research products on these platforms before making a purchase.

2. Find new ways to engage online

One of the strengths of a physical location is the ability to interact with customers face-to-face. However, you can also bring the in-store experience to your website by using enhanced web technology, such as 3D models on product pages, or by offering virtual services.

For example, some omnichannel retailers conduct one-on-one personal shopping consultations via video conferencing platforms. Others use live streaming to engage with customers and increase revenue and loyalty by sharing experiential content. By bringing the experience of your store and brand online, you can increase engagement and strengthen consumer loyalty.

3. Rethink your physical location

While ecommerce has become crucial, brick-and-mortar stores won’t be going anywhere anytime soon. The boundaries between online and offline shopping have blurred. Customers want options, and having a hybrid sales model gives them what they want. A 2024 survey conducted by ESW found that 14% of respondents purchase additional items when they visit the store to pick up an online order.

Many of today’s shoppers make purchase decisions before they even reach your location. Your store is now a piece of the customer journey puzzle, not an endpoint. Use it to educate consumers on your products, reinforce your brand and support ecommerce sales with options like buying online and picking up in store.

4. Personalize the in-store experience

One of the strengths of the digital platforms is the use of technology to personalize the customer’s visit. Replicate this in your store by arming sales associates with access to customers’ online data, such as purchase history, to customize the in-store experience. With a modern point of sale (POS) system, customer information like email addresses or past orders is captured and accessed easily through the POS system. Plus, with a cloud-based POS, all your staff will have instant access to the same information, no matter where they are.

Additionally, if a customer is shopping in your store and an item they want is out of stock, provide them with alternative ordering methods like shipping it to their home or having it held at the store for pickup later.

Omnichannel retail involves integrating a cohesive strategy for customer service, inventory and sales across all channels to create a seamless experience. By adopting an effective omnichannel strategy, you can focus on creating an experience that meets consumers where they are and responds to their needs, allowing you to move forward together.