Omni-channel retailing is the evolution of multi-channel, which is concerned with making sure that consumers have multiple access points to products i.e. physical shops, mail order, online shopping and social media are all routes to sale.
With omni-channel we are looking much more at making the whole shopping experience seamless for the consumer, and of equal quality through all channels. This is not to say that the experience is the same, but that the approach is maximised for different audiences with different expectations.
At Indigo we do a lot of research during digital projects, looking at consumer trends as well as technical solutions. The best starting point for any business aiming to grow and/or diversify markets is to take a detailed look at its target audiences and how they shop. If your core audience is ‘leading edge’ in terms of internet use, then social media will be a key channel, and not just for communicating but increasingly for sales, customer service and even delivery.
Even a ‘late adopter’ – someone who doesn’t use social media and is rather conservative and wary in their online purchasing habits – may be an omni-channel customer through researching products online (a huge driver of brick-and-mortar sales) and also through ownership of a smartphone which can be targeted through in-store Bluetooth sales promotions or loyalty apps for example.
Indigo works with a number of retailers – building websites and back office systems which are either bespoke or using flexible and powerful open source platforms like Woo, Shopify and Magento. We add value to our clients through our strategic approach and can offer expertise in Social Media and the full range of Digital Marketing opportunities available.
Omni-channel retailing requires a new mindset, but it can be a highly effective growth strategy, and is driven directly by demand from the ‘Connected Consumer’.