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Are You Part of the 19% of Brands Getting Omnichannel Right?

Posted by Alex Samuely on Jan 23, 2018

Last updated on September 18th, 2019 at 02:41 pm

Here’s a sobering statistic to kick off 2018: Only 19% of brands offer clienteling data to store employees via mobile, thereby missing out on a massive number of opportunities to upsell products and fuel last-minute purchases. In a mobile-first world, that statistic should be hovering much closer to the triple-digit end of the spectrum—especially where major retailers are concerned.

Which end of the clienteling spectrum does your company fall on, and how do you know whether you’re capitalizing on all touchpoints throughout the customer’s omnichannel shopping journey?

Read more about these capabilities to find out.

Inventory visibility: In order to offer shoppers the best selection—and adapt to new shopping models, such as buy online, pick up in-store (BOPIS)—employees must have full inventory visibility for their store and those in the vicinity. According to Forrester, 41% of retailers have demonstrative significant upticks in in-store revenues since enabling inventory visibility.

For instance, if a customer’s desired style or size is not in stock, a store associate can use his or her company-issued mobile device to check whether a nearby store has it. More than a quarter of consumers would be willing to visit this second location to purchase the item, per RSR. Additionally, inventory visibility enables retailers to use the BOPIS model—an attractive option for customers looking to avoid shipping costs and get their products quickly.

In-store services: Clienteling data also lends itself to implementing various in-store services designed to upsell products, including item recommendations and personal styling appointments. If a shopper is looking to buy a new skirt for work, for instance, and sees the brand’s mobile app offer an in-store styling appointment during which she can try on several complementary blouses also in stock, the likelihood for an upsell will increase. The key is using digital platforms to make customers want to purchase products immediately available to them—before they have time to visit a competitor.

Personalized follow-ups: If omnichannel is good for one thing, it’s good for personalization. Granted, it has many positive features, but retailers leveraging clienteling data will have a much easier time using push engagement. Real-time data enables retailers to use customers’ past purchases or location to drive new in-store sales.

Ultimately, omnichannel is not a uniform strategy across the entire retail industry. Brands have the luxury of pinpointing which facets of omnichannel work best for their brick-and-mortar stores and employees. However, they don’t have the luxury of operating in silos—in other words, keeping physical stores and digital shopping features separate. It’s up to the 81% of brands missing out on optimal omnichannel experiences to join the fray and meet consumers where they are—weaving in and out of physical and digital worlds.

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