The Future of Retail: Omnichannel Strategies with Shopify
Omnichannel eCommerce strategies are the talk of the moment, but precisely what they entail can be confusing. Yet the future of successful retail may very well depend on this trend, so it’s essential to understand what Shopify omnichannel retail is and how it can fuel your online sales.
What does omnichannel retail mean?
Let’s begin with what it doesn’t mean. It doesn’t mean selling everywhere on every channel. New channels appear daily, so it’s unrealistic to think that an eCommerce seller can manage to appear on every new channel. An omnichannel entails offering a unified shopping experience over the principal media your customer base uses. The goal is not to sell everywhere but where your customers are.
Equally important is the customer experience when changing channels. An effective multichannel strategy will allow customers to experience smoothly connected shopping without starting from the beginning each time a buyer logs in. Successful omnichannel retail requires a social media presence, an online store presence, and, believe it or not, a brick-and-mortar store presence. Wherever your customers are and like to spend time, you, as an eCommerce retailer, should be there as well, and you should bring value to the customer experience.
Omnichannel retail integrates your channels so customers enjoy a seamless shopping experience. Managing customer data allows customers to look for a product on one channel, learn more about a brand on another channel, and eventually complete a purchase on a third channel or in-store. Each presence will have security considerations, from customer data protection to purchase protection to actual physical retail security. Nonetheless, customers can enjoy a shopping route that suits their preferences.
Is omnichannel retail effective?
Statistics indicate that omnichannel retail is very effective. The Harvard Business Review researched 46,000 shoppers and found that approximately 75% of shoppers use multiple channels when searching for products to look for discounts, compare prices, and often use in-store online devices to purchase online.
What is an omnichannel strategy?
Customers prefer simple and enjoyable shopping experiences. They look for a seamless experience regardless of the channel, platform, or device used and irrespective of a customer’s choice to switch from one channel or platform to another before completing a purchase. Interactions can evolve over multiple touchpoints and should be facilitated, not complicated.
Are multichannel and omnichannel retail the same?
While both strategies involve retail commerce over various channels, multichannel marketing means each channel will be managed individually, translating into lots of work. Omnichannel eCommerce ties all selling together. With a multichannel approach, customers must begin their research from scratch each time they change the platform. Omnichannel not only continues to benefit retailers in terms of sales but primarily benefits customers because they can continue a purchasing journey rather than beginning a new one each time they change platforms.
Why retail needs omnichannel strategies
Omnichannel solutions permit retailers to go where the customers are. As the digital transformation takes hold, more and more shoppers opt for the convenience of shopping through social channels. Research by the Aberdeen Group indicates that well-developed omnichannel retail strategies enjoy 91% customer retention, confirming that customers like personalized interaction options.
Today’s buyers appreciate the possibilities that the digital transformation affords. Customers can do extensive research with just a few clicks using multiple channels.
Creating an omnichannel strategy for Shopify
Identifying the customer journey
To create a successful omnichannel strategy for your Shopify store, it’s essential to understand the purchasing journey of your customer base. This understanding helps to determine their experience. A customer will begin by desiring a product, searching for product information, looking for deals, and perhaps placing the product in their cart or asking for online information and assistance. Customer online behavior data can enable businesses to define a customer’s typical interaction.
Selecting marketing channels
All omnichannel strategies include efficacious messaging. Identifying preferred social media platforms to connect with your store website, blogs, paid advertisements, etc., is essential to your success, as this must reach customers through the platforms they use most. Selections, however, should never be definite, as messaging needs may change with emerging trends.
Integrate an app
Shopify stores permit the integration of various marketing channels, including push notifications, emails, and text messages. It’s possible to manage more than one marketing campaign without using many dashboards. Everything can be combined into one app interface, and your collected customer data can be easily accessed using a single app.
Personalize messaging
Accessible customer data collection allows Shopify retailers to personalize messages for their target audience. With an omnichannel approach, this customization of marketing messaging can be automatically shared with all platforms for a seamless communication strategy.
Retarget and remarket with omnichannel retail marketing
Retargeting involves placing ads on channels featuring your brand or products, especially after a visit that did not mature into a lead or purchase. This can include people who have viewed your eCommerce store or just followers you have interacted with on social media and viewers.
Remarketing focuses on customers who have already acted at your eCommerce business. This might include customers who have completed purchases, left items in a cart, or viewed specific products but still need to complete a purchase. Retargeting and remarketing can be highly successful in generating traffic and increasing sales.
Final thoughts
Omnichannel retailing can aid your business in knowing your target audience and where your customers are. Defining your customers’ needs and goals will enable you to convert your messaging into sales through a seamless, easy purchasing journey.
