The challenge for a merchant is to give customers the same shopping experience across every sales channel. For example, let’s say one of your customers is browsing your website and finds an item they want. That’s the first touch.
Then they decide they want to see it in person so they head to your store. On the way there, they check their phone to double check the price. That’s the second touch. When they arrive at your store and interact with the item, your staff and your brick-and-mortar that’s their third touch which could end there, or not.
They might decide they need time to think about it and end up buying it online. Regardless, the entire customer journey needs to be seamless. If they run into a problem at any point it’s just too easy for them to go to one of your competitors instead.
What’s more, your customers also want you to engage with them across every channel. While that can sound daunting, it actually provides you with an opportunity to set your brand apart and increase customer loyalty.
Take Nike for example. In 2018, they rolled out their House of Innovation 000 flagship store in New York City. The six-floor store has just the innovation for consumers’ desired omnichannel payments and omnichannel experiences. If they’re shopping in-store, they can use the Nike app to download and scan QR codes on mannequins “who” will “tell” them if the size and color they want is available or not.
And it gets even better for Nike online shoppers. They can pick out various types of running shoes they want to try on, arrive at the store, head to a locker, try them on, pick the ones they want, pay for them using their phone and then leave. Talk about a seamless omnichannel experience—and you can bet that companies like Adidas are paying attention to it.
Nordstrom is another retailer that’s had a recent innovative overhaul while keeping the omnichannel experience in mind. And they’re using software that’s integrated into their POS to create customer profiles that includes information about their style preferences. That way, they can send their customers product recommendations and alert them to new releases by brands they know they like. And, they’re also making sure to integrate the same inventory management system on both their website and their app to avoid any friction.
Related: Virtual shopping: Trying on clothes without visiting a store - CGTN