The future of omnichannel in retail
by Irina Ciutaco
June 05, 2020
An eCommerce omnichannel strategy is a company’s approach to a steady and smooth experience through all stages of the customer journey. The organisations that determine their omnichannel strategy in a faster and innovative way are on a better path for the future than those that implement a short-term strategy, which will only benefit single customer transactions. The solution is not to create an additional channel, but to build an ecosystem that sustains simple and seamless implementations – this will determine your success and adaptability to changing customer needs.
As stated in the Connectivity Benchmark report, a classic enterprise has approximately 900 applications and systems. These structures have essential data, such as the condition of order, information related to the customers, inventory in real-time, payment information and pricing. But this information is usually isolated, causing inconveniences for brands to create united customer experiences.
Companies need to modernise their IT infrastructure to seamlessly implement any integration and system of choice. Organisations with a well structured API-led action to smoothly integrate the information which will be processed on these systems, set a baseline for easy implementation to contribute to unified omnichannel experiences.
The ways we fulfil customer needs have changed across most of the industries over the last decades. Mobile, social, call centre and store kiosks are just a few examples of customer interaction touch points as a solution to establish a unified omnichannel experience for their customers. Nevertheless, for some companies, the omnichannel know-how is very well planned and narrow – such as creating a mobile application further to the website. Software companies like Kooomo who take a detailed process to their omnichannel approach, with a 360-view of their customer’s needs, will be the ones to overcome the Coronavirus crisis.
It’s no secret that the retail industry is suffering a great amount of instability during the pandemic. As many offline stores are shut down, in-store traffic has massively changed for the majority of companies.
Today, we see a big challenge for eCommerce to fulfil customer’s needs and deliver goods from a distance. Each organisation can have different goals and ways of implementing an omnichannel strategy for its customers. A relevant example, in this case, is to include increasing physical store traffic via applications such as ‘buy-online’ and ‘pick-up in store’ or ‘Click & Collect’ put simply.
These adjustments have become very popular as vendors which have incorporated with third-party delivery systems or managed a deserved reputation in an online marketplace have seen a growth in demand.
In reality, the impact is not just on retailers – Supply chains and logistics are also affected.
At the moment, due to the Coronavirus crisis, omnichannel is more important than ever. In the fashion eCommerce industry, the forced lockdown meant a shift on the messaging on social networks and also implementing a free shipping possibility as the sales were severely dropped in March. It is no secret that the future belongs to the digital eCommerce world and the launch of fashion collections will need to readjust to the online.
In 2021, an eCommerce omnichannel strategy will no longer be optional
As we have predicted in our blog post 6 eCommerce Predictions for 2021, click and collect is a mandatory feature for any eCommerce business and during 2021, we will be seeing more full eCommerce omnichannel strategies.
How Kooomo can help
We are always looking for edgy eCommerce solutions for our customers and now more than ever, we are implementing innovative ideas.
Kooomo’s eCommerce omnichannel strategy allows for synchronised stock across platforms, helping customers to click and collect their orders whether in-store or online. By integrating a solution that combines stock management, distribution order management and click-and-collect, it is an effective way to help mitigate the risk of crisis such as Coronavirus, or anything else that may follow in the future.
An innovative case study on how Kooomo has implemented an omnichannel strategy has been given by Slam. Clients now have the possibility of checking online the right size recommendations thanks to an eCommerce integration in Kooomo platform. Slam helps its customers to find the right size and pass the data that they receive to the department of competence for the fit and creation of their garments. In case you want to read more about Slam’s case study, follow this link.
As companies need to connect to internal and external customers more now than ever, the solution will be for these organisations to establish the foundation for change – empowering them to reach a business consistency without any disruption and adapt to new customer behaviour. With a modern approach such as seamlessly integrating the different services when building the omnichannel experience, retailers can easily change their systems, with no consequence for their data. Therefore, retailers can simply adopt new technologies such as omnichannel in order to adapt their business to necessary changes.
If you are interested in this topic, you can find more information here.
Posted by: Irina Ciutaco