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Are Retailers Falling Short on Omnichannel Potential?

Posted by Casey Antonelli on Jan 16, 2018

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

Omnichannel: We’ve all heard the word a thousand times, and some of us have seen it in action in our shopping experiences. Despite its reputation as a buzzword de jour in the mobile industry, however, it’s proven to be a surprisingly elusive strategy for a majority of brands (81%, in fact).

One of the staggering findings from our Omnichannel Report: only 1% of in-store associates use upselling strategies based on consumers’ past behavior. With the sheer amount of consumer data available to brands (especially coming from people who love shopping on the go as much as I do), there’s no excuse for putting omnichannel on the backburner. Consumers are telling you something when they buy from their mobile phones—they’re telling you what types of products they’re interested in, what their favorite styles are, and how frequently they purchase them. Why not use this info to make the in-store shopping experience that much better?

The Omnichannel Report dives into the various omnichannel strategies that some top-scoring retailers are employing to offer a better customer experience, including in-store appointment scheduling, buy online pick up in-store (BOPIS) options, and personalized push notifications. I’ve personally been on the receiving end of all of them, and they’ve led to some great purchases and some last-minute, more questionable ones. In any case, omnichannel infused more excitement and customization into my shopping experience, and that’s never a bad thing.

The brands that aren’t embracing omnichannel with open arms have a lot of catching up to do this year, but the mountain isn’t too tall to climb. By implementing small tactics and steadily building up to a multifaceted approach, the omnichannel challenge can be tackled.

To learn more about what retailers are doing right when it comes to omnichannel and in-store clienteling, download your free copy of the Omnichannel Report today.

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