With the world evolving towards automation and advanced technology today, e-commerce integration into retail business has become a paramount tool in keeping the business relevant. Neglecting e-commerce could spell doom for a business as several sales opportunities are missed. However, utilizing the basic single-channel is no longer enough as it keeps the business limited and cramped with one channel of distribution.
With an omnichannel e-commerce platform, your retail business can be accessed across various platforms and channels. Omnichannel e-commerce refers to a multichannel sales effort developed to provide a seamless shopping experience for all customers online. The omnichannel e-commerce platform allows all online customers and leads to shop and interact with the business via various channels. It connects all platforms and allows customers to have a seamless transfer or switch among the platforms.
Research has shown that about half of consumers often seek information about a product online before ordering it or going to the physical store to purchase the product. Previous reviews, visuals, and other information consumers can get online all influence the final buying decision. By integrating omnichannel e-commerce platforms into your retail business operations, you would be able to offer an ultimate customer experience with a wider reach.
You have probably heard of multichannel e-commerce too and are left wondering if it is similar to the omnichannel concept. Multichannelcommerce entails positioning your brand across multiple channels like social media platforms, websites, mobile apps, emails, and physical walk-in stores. This boosts customer engagement as they know where to find the business.
What omnichannel e-commerce does is to connect all these platforms so customers can enjoy a seamless experience no matter the platform. Omnichannel works together with the multichannel as it creates a stable and unified identity for the brand.
Benefits of Omnichannel e-commerce
Improved customer experience
Customers can experience a stable and unified experience while navigating through the business’s different platforms when it runs on the omnichannel e-commerce platform. There is no fragmented service as things look the same across all platforms. From email messages and social media posts to physical interactions and online customer service, customers will not feel overwhelmed by the different channels as they all have similar identities, and transfer within them is seamless.
By operating your retail business with an omnichannel e-commerce platform, there is a common database for collecting customer information useful in offering personalized services. Once customers feel valued by the brand, the retention rate is higher and it becomes easier to get them to refer family and friends to the brand due to increased loyalty.Several studies have also shown that businesses using an omnichannel e-commerce platform experience a surge in the amount of repeat shopping.
Increase in sales and revenue
Omnichannel e-commerce platforms are great for enhancing a retail business’s sales as potential customers are drawn from multiple channels which increases traffic to the e-commerce platform. With the right campaign and outreach efforts, leads can be moved through the sales funnel faster with a higher conversion rate.
Presently, the number of online sales gotten by businesses has skyrocketed since the pandemic set in due to social distancing rules and the lockdown. Positioning your retail business appropriately across multiple channels and connecting them with the omnichannel e-commerce platform will help bring in more sales and higher profit.
Enhanced customer data collection
Omnichannel e-commerce platforms make it easier to ask customers for basic information about them with more channels and traffic sources. Customer behavior as well as shopping preferences are captured and stored in the system. This data can be analyzed to provide useful insights on how to provide better services and create deals and incentives that each customer is likely to respond to.
Also, access to customer data and their spending behavior allows the sales team to get analytics like average customer spend per shopping, total customer value, frequency of visits, social media mentions,etc. which are useful in deducing trends and making important business decisions based on these trends. They can develop sales campaigns with custom outreaches targeted at consumers with varying average spend values.
How to create an effective omnichannel e-commerce platform?
Integrating your retail business’s multiple platforms and connecting them for a seamless customer experience could be a daunting task. Here are straightforward steps to implementing an effective strategy;
- Make extensive research on who your customers and prospective leads are and gain insights into their needs and interests. Engage with them through social media and understand their behavior as this helps you to understand how to position the brand and present your product to appeal to them and trigger their purchasing instincts.
- Use the right channels to reach out to your target audience. Know the right place to find them.
- Optimize each channel maximally to yield great results. Each of the channels should be chosen for a sole purpose and the different purposes should all point back to proper brand positioning. A particular channel could be used for news updates while another is for consumer engagement.
- Once you identify your channels and have assigned a role to each of them, connect them all into an omnichannel platform and ensure your brand message is cohesive. Unifying these platforms should be done with an appropriate technology that will allow you to monitor the audience until they finally make a purchase.
- Keep the channels up and running at all times with reviews and improvements done regularly. Ensure there is little to no downtime so consumers can be served at any time.
Integrated Retail works round the clock to help retail brands integrate e-commerce into their business to enhance visibility. With our simple and easy-to-use solutions, you can take, manage, and deliver orders seamlessly through various e-commerce platforms.
Shopify, Woocommerce, and other e-commerce platforms are used to give your retail brand an online business for a wider reach. Our many years of experience make us a leading expert in the omnichannel e-commerce platform niche and we can provide your business with a strategy that allows seamless customer experience with your brand.