How does omnichannel retail impact your business?
Amazon made headlines for recently acquiring Whole Foods Market.
But on the same day, covered up by Amazon’s news, was the fact that Wal-Mart also made an acquisition of etailer Bonobos.
Despite the small fanfare, this acquisition is evidence a perfect example of how omnichannel retail is forcing traditional retail to evolve.
Once solely just for sales, physical locations are now increasingly being used as showrooms for customers to test out and try on products before ultimately buying online.
Bonobos has already transitioned its physical locations into “Guideshops,” where customers can go to try on the merchandise, but not purchase in-store. Physical stores will provide an opportunity for interaction and inspiration, reliable sources of customer service, and in-store online pickup.
(Oh. And in other news, Amazon also just announced Prime Wardrobe, which among other things, will allow you to try on clothes before buying.)
Brick and mortar stores will adapt, but not cease to exist, as they are an essential part of the omnichannel process.
According to Sprint Vice President of Digital Scott Zalaznik, 90% of their customers begin online, but end up buying in-store. 25% who click on a mobile search banner end up coming into a Sprint store.
Technology is a key component of the omnichannel experience, and enhancements to its use in the shopping process will only increase.
This includes retail apps and mobile integration. Customers use apps to browse items and eventually buy. They increase brand loyalty and keep the customer within a branded environment, not out in the Wild Wild West of the web where they can come across another company selling a similar product.
Other tech innovations on the horizon include effective guided selling, personalized offers using GPS technology, and increased checkout options.
For example, new financing options like Affirm, Afterpay, and Zip Pay essentially let customers ‘shop now, pay later’. They take one big lump sum purchase and break it down into manageable chunks to make it easier for more people to buy.
In effect, customers get the products earlier. Before paying in full.
Like the reverse of what Bonobos is doing with their Guideposts. And very similar to what Amazon is doing for their Prime Wardrobe.
These are just small examples of how omnichannel marketing is changing ‘business as usual’ in retail. It’s not so much about one tactic or trend. But more about keeping up with a shift in how consumers want to shop.
And expect to find things.
With that in mind, here are eight additional content marketing ideas to make your omnichannel marketing strategy omnipresent and omnipotent.