A bold statement but nonetheless true. In the era of the high street and the shopping mall, retailers merely needed to have a strong presence to generate drive impactful footfall and ultimately revenue. But, the introduction of the Internet has made shopping more convenient – making products available from anywhere and everywhere, and that’s how shoppers are shopping. We take a look at how you can utilise an app to create a successful omnichannel experience.
So you need to be everywhere your consumer is and keeping up with their demands.
If being where your shoppers are isn’t enough of a reason, unifying the experiences across digital and in-store channels with an app many other benefits:
Brendan Sweeney, Group General Manager, Ecommerce, at Australia’s largest global retailer, Cotton On explains the benefit of being omnichannel for the business:
‘We’ve been doing all the classic omnichannel things. Including, extended aisle and Click & Collect, and we see depending on the market some huge adoption. Places like Singapore, within a day of us turning on Click & Collect as a delivery option, it was 50% of our orders.’
So there is clearly a demand for more omnichannel options. Many retailers are already embracing omnichannel techniques such as Click & Collect (aka, Buy Online Pick-up In-Store, BOPIS) and store finders across all their digital channels. Recent research by the NRF found that 67% of those who tried BOPIS had a satisfactory experience and Business Insider states that shoppers use BOPIS because the experience is more convenient, easier and saves on shipping costs. Not only does the consumer benefit but retailers save on shipping cost and drive more shoppers to their stores.
Smartphones have a range of functionalities that apps can access to bring more fluid and connected in-store experiences.
In-store user experience:
Find out more about how you can use an app to enhance your omnichannel strategy with our downloadable omnichannel data sheet