Clicking into the Future with an Omni Channel Strategy

Optimization of a seamless UX from brick and mortar to online shopping is a necessity for sustained success. The shift in customer shopping behavior post-COVID and its persistent impact on the future of retail underline the importance of having a cohesive omni-channel strategy. Adapting to the times, the pandemic accelerated the growth of online shopping, with a significant increase in digital transactions. Now more than ever, customers prefer a Hybrid Shopping experience, another name for Omni-Channel. In 2024, shoppers often combine online research with in-store visits or pick up online purchases at physical locations, reflecting a blend of convenience and experience.

According to the U.S. Census Bureau, retail e-commerce sales in the United States grew by 43% in 2020, the first year of the pandemic, rising from $571.2 billion in 2019 to $815.4 billion in 2020. For 2023, total e-commerce sales were estimated at $1,118.7 billion, marking a 7.6% increase from the previous year, and accounting for 15.4% of total retail sales​ (Census.gov)​​ (Census.gov)​​ (Digital Commerce 360)​.

How can you as a retailer adopt and ensure your customer journey is current and encompasses the right User experience from brick and mortar to online? Having the right technology partner will help to successfully navigate an omni-channel journey for your customers. From managing 50 SKUs to 200,000 SKUs, a technology partner ensures the fluidity of the customer journey, impacting conversion rates, revenues, and brand perception. For multi-brand stores, each customer may navigate through brands differently, and the fit of items may vary across brands. A robust technology solution allows for a personalized, in-person experience in the digital realm, addressing the nuances of individual preferences. Hyper personalization means creating shopping experiences that are tailored to the individual needs and preferences of each customer, using data and technology to provide relevant products and services in real-time.

Legacy brands are struggling to adapt while key players are enhancing their customer journey by investing in advanced CRM systems, integrating AI for better customer service, and improving their mobile and web platforms for a more intelligent user experience. Large and small brands that fail to embrace the omni-channel shift risk becoming obsolete. The ability to cater to diverse shopping behaviors and preferences is a defining factor in staying afloat. It is important to know what has worked and pivot quickly. Several large conglomerates have experimented with virtual reality shopping interfaces and personalized recommendation engines, though not all programs have met expectations. As new generations who may have never bought clothes in a physical store continue to live in a digital world, brands must monitor consumer behavior and develop a strategy that is agile and flexible as consumer trends in shopping will continue to change as technologies and how we shop products become more advanced.

We've witnessed both large and small legacy brands facing challenges in adapting to the digital landscape. Without a seamless omni-channel strategy, even strong brands have faced closures, reinforcing the imperative of evolving with the times. The omni-channel journey is not just about surviving, it's about meeting your customer where they are in a primarily digitally first retail landscape. The right technology partner empowers brands to navigate the complexities of multi-channel retailing, ensuring a personalized, adaptive, and successful customer journey. 

Brands seeking to last in this retail landscape should focus on leveraging cutting-edge technologies and strategies to enhance their online shopping experiences. Emerging technologies such as augmented reality (AR) allow customers to visualize products in their own space or on themselves before purchasing, enhancing confidence in their buying decisions. Artificial intelligence (AI) can be utilized to offer personalized shopping experiences, suggest products based on browsing habits, and improve customer service with chatbots that provide instant support. Adopting voice commerce can facilitate shopping via smart speakers, catering to the convenience consumer's desire.

Ultimately, brands have to decide what works for them and consider how each technology can be integrated into their omni-channel strategies to provide seamless, engaging, and personalized customer journeys. As we continue to witness the transformation of retail, the integration of brick-and-mortar and online shopping is not a luxury but a strategic imperative for brands aiming to compete in the crowded marketplace of an ever-evolving customer.

Matthew Tompkins