Are Retailers Ready to Embrace Omnichannel Marketing?
So Much Is Changing. So Fast.
The retail world has gone through a massive transformation during the pandemic. And 2021 proves that dramatic changes will only continue in the next few years – retailers are currently having an unprecedented opportunity to reimagine store operations. Consumers are more receptive than ever to changes that can make the in-store experience safer, more accessible, more convenient – and yes – more fun and engaging. Retailers who are not resilient and do not act fast – will be left behind.
Omnichannel Is Reshaping the Retail World
Omnichannel has become one of the most influential trends in retail.
Omnichannel marketing is the natural evolutionary outcome of the more tactical / independent multichannel marketing efforts. Omnichannel marketing is strategic, with coordinated and integrated channel efforts, and customer‑driven focus. All channels must work together, governed by an overarching strategy to provide a smooth and consistent customer experience. Each channel is aware of interactions that have occurred on other channels, and each learns valuable information from overall customer behaviour, to strengthen comprehensive channel experiences.
Customer‑focused omnichannel experiences succeed when channels like mobile, social, and in‑store are in sync. Customers not only easily switch between channels but can use channels simultaneously for an enhanced experience, increased product knowledge, and a more likely purchase.
The question is –
how synchronized are brands in similarly selling their products and providing a reliable experience throughout all consumer touch points?
- Retailers are challenged to rethink store priorities, processes, and systems. To make room for new omnichannel activities, traditional in-store tasks must be reprioritized and simplified, without compromising on the in-person customer experience. And to provide a flawless yet profitable clicks-to-bricks experience, retail inventory and systems need to become more sophisticated, precise, and unified from end to end.
- The rapid uptake of e-commerce across most industries, markets and demographics means physical retail will have to re-examine its size, location and role moving forward.
- The role of physical retail will become more multidimensional, with stores simultaneously operating as transactional, fulfilment centres, engagement spaces and branding vehicles.
- With less footfall, bricks-and-mortar retail will need to enhance the in-store experience to attract consumers in. Online stores will need to improve customer engagement and enhance online tools that replicate the physical store experience across virtual platforms.
- The rapid shift to online purchasing across categories has placed huge pressure on retailers’ and foodservice operators’ delivery and collection services. Improving, simplifying and expanding quick and convenient pick-up experiences can help reduce deliveries and the high associated costs these bring.
- The path-to-purchase within these ecosystems is fundamentally different. As shoppers benefit from more automation and efficiency, a new era of hyper-customisation and new sources of product information, brands will need to develop approaches to reach new customers. In doing so, they will navigate a more intense competitive environment
How Can We Help with the Omnichannel Trend?
ADK Insights is ready to help clients better manage these challenging times. As an agency specialized in creating new market opportunities, we are able to further advance the purchase journeys, purchase experience and user experience of consumers in order to ensure you a better competitive edge.