Changing shopping habits and consumer expectations of more personalised experiences are driving the expansion of omnichannel retail: a business model in which existing channels are integrated to offer a seamless customer journey.
Many retailers have been left scrambling to stitch disparate legacy systems together, in an attempt to satisfy the growing demand for omnichannel services like flexible fulfilment and store digitisation. Often, these older technologies simply can’t keep pace, and the additional cost and complexity can cut into your margins. Post-Covid-19, the crisis will continue to hit those retailers who have delayed their digital and omnichannel transformation extremely hard.
Offers and promotions are not enough to earn customer loyalty. As retailers, you have to understand customers’ desires, inspire confidence and adapt to their concerns around issues like wellbeing and sustainability. Retailers of all stripes need new ways to bolster loyalty and regain customer trust.
Specialty and fashion retailers, in particular, must optimise their digital buyer journeys, rethinking and reinventing the customer experience, across all touchpoints. And that means that omnichannel is no longer optional.
With omnichannel, retailers can now offer more choices to the customer. The role of the store expands to cover sales, omnichannel customer returns, goods’ collection, endless aisle, receiving products, warehouse returns, distant selling, order preparation for shipping from store, and so on. Stores even become logistics hubs in their own right.
Mobile technologies allow sales assistants to more easily serve customers using the latest omnichannel technologies on the shop floor. Clienteling and loyalty apps can also deliver a far more personalised service. For instance, it’s possible to access information on individual customers’ previous shopping preferences, giving staff a better idea of what to offer on the day. At the heart of this, in physical stores, is the empowering of sales associates with practical tools to sell and serve better in-store, whether the products are available there or not.
Smart retailers of all sizes are using unified commerce and mobile tools to optimise sales and win customer loyalty. So, what’s stopping you from boosting your sales and increasing opportunities to sell and upsell? Deploying all or just some of these omnichannel services is a great place to start, and Viseo & Cegid are here to help.
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Viseo is a global IT consulting firm specialising in assisting its clients with their IT and digital transformation. Viseo uses technology as a powerful lever of transformation and innovation to help its clients take advantage of digital opportunities, address new usages and compete with new players who change the rules of the game. With more than 2200 employees across five continents, Viseo combines agility and complementarity of its areas of expertise – design of new products and services, digitisation of business processes, data valuation, digital assets development – making digital a real lever of competitiveness and performance. For more information, please visit https://www.viseo.com/en/apac