How to Become an Omnichannel Retailer
Consumer demand for smartphones and tablets increases daily. As it does, the opportunities for retailers to create meaningful experiences that differentiate them from the competition grows as well. But the adoption of a comprehensive, focused strategy seems to be lagging throughout the retail space in comparison to the new paths to engagement that digital advancements are providing.
What's the holdup? Instead of seeing an opening, many retailers aren't embracing the technological advancements fast enough. That's a mistake. With today's connected consumer, an engagement in the digital world can easily open a new entry point into a brick-and-mortar store. It's no longer an either-or situation. The onus should be on creating a seamless shift from one to the other, not battling one against the other.
For omnichannel retailing to be most effective, retailers must be willing to connect to consumers in new ways. Reinventing the customer experience means more than just protecting sales; it's about creating a deeper connection and providing true customer value.
Strategy, design and solution management must go hand-in-hand when creating a new user experience. Engaging all the stakeholders and mapping the desired outcomes and business goals will keep retailers from driving off the tracks with their investment. This is all part of a larger service design tool set that helps retailers focus on creating more value for their customers. A service experience approach provides a holistic, long-term solution that does more than change perspective — it finds real ways customers want to associate with a retailer.
To create that value in the omnichannel marketing space, retailers need an integrated team. The inside team of marketers and designers must understand the process and possess intimate knowledge of the business. An outside agency or agencies has the expertise as facilitator among all stakeholders and understands how to not only provide strategy and design, but can take the project through activation.