Omnichannel, or multichannel, is a term that is gradually gaining popularity. The way of sale involving the use of many possibilities of access to a customer within one brand has been naturally forced by customers.
What is omnichannel?
The English term omnichannel may sound quite mysterious, but each of us has encountered this type of strategy more than once. In fact, it is a popular solution among both the largest and smaller brands. It is a comprehensive way to reach customers. In Poland, many people use the Internet and willingly do their shopping online. Mobile technologies of all kinds are very popular. However, it turns out that a stationary store can still be a good idea. Companies that use multiple channels to reach customers - that is, they use an omnichannel strategy - enjoy trust and also notice an increase in turnover. This applies both when a stationary store launches online sales and vice versa. Omnichannel is just sales carried out on different levels. The concept is simple, but its implementation requires appropriate tools.
Which sales channels to choose?
The most obvious sales channels are stationary and online stores. However, omnichannel can mean even more. Some brands opt for dedicated apps, which are popular among food franchises, supermarkets or stores. Smaller businesses - such as local clothing boutiques or craftsmen who make handmade jewelry - use social media efficiently to sell. These types of activities can be done manually, or you can use plugins integrated with eCommerce platform used on an online store. Also, stationary sales can be done in different ways. An individual store is not a necessity - you can even establish partnerships with other companies. This type of solution is used by some cosmetic brands. However, which sales channels will be appropriate in a particular case, depends on the individual situation.
A stationary store and an online store - how to put it together?
Operating a stationary store and an online store simultaneously is a popular solution. However, it can be a challenge to make them work together - for example, for easier inventory management, informing customers about product availability or improved analytics. Some people manage both channels manually. However, this is inconvenient, inefficient, and can lead to errors. Fortunately, there are tools that enable to tie stationary and online sales together. This requires the purchase of appropriate software, as well as properly conducted integration with the eCommerce platform. In this respect, Magento excels due to its flexibility and extensive support. It works well with many popular software programs so you can easily manage inventory and sales. It minimizes the risk of errors and saves time lost in manual management.
eCommerce solutions supporting multichannel
There are many ways to support multichannel in business. In addition to the previously mentioned implementation at different levels, we can also use other interesting solutions. A very popular one is online purchase with the pick-up carried out by a stationary store. A good idea is to implement a unified, customer-friendly pricing policy - which also makes it possible to use appropriate software integrated with the eCommerce platform. Loyalty programs available on many levels are also becoming more and more popular. Their implementation is possible not only by more and more popular custom applications, but also by proper integrations or solutions carried out within the eCommerce platform. Running an online store also requires the implementation of an adequate complaints and returns policy. Facilitating it by extending it to a stationary store or supporting returns on many levels also allows to win the trust of customers.
Omnichannel - does it pay off?
Many - especially smaller - businesses may be skeptical about omnichannel strategies. It is often supported by good results with the existing way of selling. However, omnichannel allows you to achieve more. Online sales give customers the opportunity to buy from a wider area. In turn, a stationary store allows you to effectively build your brand locally. Implementing new solutions is an investment that most often pays off. However, in such matters it is best to trust the specialists, who can advise the right tools or eCommerce platform tailored to individual needs. Implementation of online store requires making many important decisions. They may determine the success or failure of online business. Before entering the online market, it is also good to perform a study of the market and competition, which may be different from that of the channels used so far.
