Retailers Without An Omnichannel Plan Are In Strife

Retailers Without An Omnichannel Plan Are In Strife
SHARE
THIS


What best describes you?

One of the biggest challenges facing retailers is how to get their various sales and marketing channels working in cohesion. Or in industry jargon: turning multichannel into a seamless omnichannel experience for the consumer. In this guest post, General Manager, Marketing at Marketplacer, Jeremy Francis, explores this issue.

There is no one-size-fits-all solution to this problem because each and every retailer has its own variables and factors to consider. However, the end result should always be about creating a better experience for your customer.

Consider the multichannel options available to even the smallest of retailers and you quickly get a sense of how difficult it can be to get omnichannel right.

As a small retailer, for example, you’re possibly juggling a bricks and mortar store, standalone ecommerce webstore, an online marketplace store, an app, plus social media channels such as Facebook, Instagram and Pinterest.

Now take these channels and think about how they work across multiple devices including PC, laptop and smartphone, and how these channels might factor into the experience of shopping in store. Then also consider things like payments technologies and supply chain logistics. It can be quite a puzzle.

Taking your retail offering and making it work across all these channels requires a strategic plan involving IT, marketing, sales, customer service and backend functions all being on the same page and knowing what each function is doing and how that affects the overall experience.

As a starting point, this involves mapping out entry and exit points for customer journeys across each channel and crossover points where customers move between channels, devices or modes (e.g., from online marketplace to in-store engagement).

Laying out the architecture of your various channels and mapping customer journeys and potential routes will allow you to identify roadblocks and deviations that hinder your customer’s omnichannel experience.

Some of these issues might revolve around things like software integration, while others might be simple brand messaging hiccups. But by breaking your overall architecture down you’ll be able to start adjusting and rectifying problem areas.

Again, from a resource perspective, this should be an easier ask for bigger retailers, but keep in mind that bigger retailers could also be committed to a greater number of channels at more complex levels of integration. Smaller retailers usually have fewer resources at their disposal, which means they should focus more tightly on integrating key channels before opening new channels that could lead to customer dissatisfaction due to poor execution and integration.

A few years ago one of the big concerns for some bricks and mortar retailers was ‘showrooming’: shoppers coming into their store, maybe trying on an item of clothing, and then checking for cheaper options online. This is an everyday example of the omnichannel puzzle.

The stores that were mainly worried by ‘showrooming’ were usually the ones that had done the least in terms of being prepared for the challenge of online competitors. One Brisbane store even went as far as charging customers a $5 ‘just looking’ fee!

Of course rather than going on the defensive, retailers like this have to think about what their customers want from them and how they can deliver in the new retail environment in which customers expect an omnichannel experience.

Integration issues between online and offline will continue to arise for retailers as will integration of new channels and new devices (which will proliferate as we see the Internet of Things ecosystem and virtual reality tech grow and mainstream).

The challenge to give customers an omnichannel experience is ongoing. Retailers need to understand and anticipate how their customers want to shop and then build and refine an omnichannel architecture that meets that customer demand.

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]