TECHNOLOGY

Five steps to omnichannel power

BY Dan Berthiaume

Results of a new retailer survey illustrate the path to omnichannel success.

According to a new survey from Shopgate, 67% of surveyed retailers say omnichannel retailing will be a priority in 2019. Based on this figure and other responses, Shopgate has developed five “power plays” for omnichannel retailing. They are:

1. Bridge the online and offline experience gap through mobile
Fifty percent of retailers surveyed listed a mobile shopping app as a top priority in their omnichannel plans, and 45% listed mobile points of sale. Shopgate advises mobile can serve as a vital channel for converting consumers’ “idle” attention to an engaged and actionable one.

2. Create Upselling Opportunities Through BOPIS and BORIS
Survey results show that 61% of retailers say buy online, pick up in-store (BOPIS) and buy online, return in-store (BORIS) are at the top of their omnichannel plans and investments. Shopgate points out that BOPIS and BORIS allow omnichannel retailers to compete against Amazon and effectively utilize their physical stores as hubs for fulfillment and upselling opportunities.

3. Create a single, cohesive view of each customer with clienteling.
Almost half (46%) of retailers said that clienteling ranks in their top three preferred technologies. According to Shopgate, this indicates that clienteling strategies will continue to be an omnichannel expectation from today’s consumers. Forty-three percent of retailers said they have an interest in all tablets, smartphones and computers for clienteling apps and programs, creating opportunity to establish one customer view across all channels for superior service.

4. Create better efficiency through omnichannel fulfillment
The survey indicated a big opportunity for retailers to invest in capabilities that can turn stores into highly-efficient fulfillment centers by giving store associates full control over the order fulfillment process with a mobile device. About 34% of respondents said they would like to have access to data on all devices, whether it be on a tablet, smartphone, desktop or tablet.

5. Target customers better at the right time and place through geofencing
Shopgate suggests that retailers should strategically leverage geofencing by setting up a virtual perimeter that reaches a customer’s most personal device. According to Shopgate analysis, not only does geofencing technology help successfully market to the on-the-go mobile user, but it also adds context to mobile customers’ buying habits so that retailers can better understand, engage, convert and retarget customers.

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