Steps to Developing an Omnichannel Retail Business

The growth of online/mobile information and commerce has many retailers finding challenges when maintaining a physical presence. The in-store experience is still an integral part of the buying process however, and is one of the most important elements in a customer engagement strategy.

Success requires brands to embrace various channels — both high-tech and no-tech — as part of what's commonly referred to as an omnichannel experience. The Harvard Business Review states that "… unless conventional merchants adopt an entirely new perspective — one that allows them to integrate disparate channels into a single, seamless omnichannel experience — they're likely to be swept away." Bain & Company points out how important it is that the in-store experience is part of this integrated strategy, citing that the number of items sold goes up by 50 percent when a consumer interacts with a sales associate.