Why Your Retail Strategy Isn’t Working and How to Fix It with Omnichannel Integration 

In today's rapidly evolving retail landscape, customer expectations are higher than ever. Shoppers demand a seamless, connected experience across all touchpoints, whether they're browsing online, shopping via a mobile app, or visiting a physical store. To meet these demands and stay competitive, retailers must embrace an omnichannel approach that integrates all these channels into a cohesive strategy. 

 

What is Omnichannel Retail? 

Omnichannel retail involves creating a unified customer experience across various platforms and devices. It's about ensuring that no matter where or how a customer interacts with your brand, the experience is consistent and personalized. This approach not only enhances customer satisfaction but also drives sales and fosters loyalty. 

 

The Benefits of an Integrated Omnichannel Strategy 

1. Enhanced Customer Experience 

• Around 85% of all retail sales in the US happen in stores, and almost half of consumers still prefer to shop in a physical retail store. 

• McKinsey & Company research shows more than 60% of consumers participate in omnichannel shopping. 

By integrating all channels, retailers can provide a seamless and personalized experience. For example, a customer can start shopping on a brand's website, ask questions via live chat, receive personalized recommendations via email, and complete their purchase through a mobile app. This consistent experience builds trust and encourages repeat business. 

 

2. Increased Sales and Conversions 

• Using 3+ channels increases order rate by 494%. 

• Shopify research indicates that 59% of consumers are likely to browse products online and then buy in the physical store, and 54% will look at a product in-store and then buy online. 

Omnichannel strategies help capture customers at multiple touchpoints, increasing the likelihood of conversions. Shoppers who can seamlessly transition from one channel to another without losing their cart items or having to re-enter information are more likely to complete their purchases. 

 

3. Better Data and Insights 

• A survey by Criteo shows 40% of shoppers start their buying journey with a broad search. 

Integrating omnichannel strategies allows retailers to collect data from various sources, providing a holistic view of customer behavior. This data can be used to personalize marketing efforts, improve inventory management, and make informed business decisions. 

 

4. Improved Inventory Management 

• Think with Google indicated that omnichannel strategies help generate around 80% of the in-store visits by customers. 

With an integrated system, retailers can have real-time visibility into their inventory across all channels. This helps in optimizing stock levels, reducing overstock and stockouts, and ensuring that customers can find what they need, when they need it. 

 

Facilitate Omnichannel Integration 

1. Centralized Sales Management Across Channels 

Centralize sales management across various platforms such as Shopee, Lazada, Tiki, Tiktok Shop, and more. This integration ensures that your inventory, customer data, and sales processes are synchronized, providing a consistent experience for your customers. This centralization also reduces the complexity of managing multiple sales channels separately, making operations smoother and more efficient. 

 

2. Customer Experience Designing 

Focus on designing customer experiences that are intuitive and engaging. By analyzing customer behavior and preferences, we create personalized shopping experiences that cater to individual needs. This includes everything from personalized email marketing and targeted social media ads to seamless online and in-store interactions. 

 

3. Automation 

Automation solutions streamline various aspects of retail operations, from inventory management to marketing automation. This reduces manual workload, minimizes errors, and ensures that customers receive timely and accurate information. Automated processes include real-time stock updates, automated reordering, and personalized marketing messages. 

• AI and ML can enable omnichannel retail to become more intelligent, predictive, and personalized. AI helped retailers save up to $340 billion in 2022 by enhancing operations, marketing, and merchandising. 

 

4. Payment Gateway Integration 

We integrate secure and reliable payment gateways to facilitate smooth transactions. Platforms like Stripe and PayPal are integrated into your sales channels, providing customers with a variety of payment options. This ensures a hassle-free checkout process, whether online or in-store. 

• Secure payment options and a user-friendly interface make the checkout process seamless, contributing to higher conversion rates and customer satisfaction. 

 

Case Study: SEPHORA's Omnichannel Success 

Many retailers are adopting omnichannel strategies to meet customer expectations and gain a competitive edge. A great example is SEPHORA, a beauty retailer that has a website, a mobile app, physical stores, and social media platforms that offer customers a seamless shopping experience. 

Here’s how SEPHORA successfully implements its omnichannel strategy: 

1. Online and In-App Browsing: Customers can browse products online or on the app, check availability in-store, and reserve products for pickup. This provides flexibility and convenience, allowing shoppers to choose how they want to engage with the brand. 
2. In-Store Integration: Customers can use the app to scan products in-store to access reviews, ratings, and tutorials. This feature enhances the in-store shopping experience by providing additional information that can help in decision-making. 
3. Virtual Try-On Tool: SEPHORA's app features a virtual try-on tool that lets customers see how products look on them using augmented reality. This innovative feature helps customers make more informed purchasing decisions, increasing satisfaction and reducing returns. 
4. Loyalty Program: The Beauty Insider loyalty program tracks purchases and preferences across all channels, offering exclusive rewards and benefits. This not only incentivizes repeat purchases but also provides SEPHORA with valuable data to further personalize the customer experience. 

 

Conclusion 

In today’s competitive retail environment, an integrated omnichannel strategy is no longer optional; it’s essential. Providing a seamless and personalized experience across all touchpoints, retailers can meet customer expectations, drive sales, and build loyalty. At Egitech, we are committed to helping you achieve this with our cutting-edge solutions, ensuring that your customers enjoy a smooth, connected shopping experience every time. 

Implementing Egitech’s advanced omnichannel solutions—centralizing sales management across channels, designing intuitive customer experiences, automating processes, and integrating secure payment gateways—retailers can transform their customer journey, creating happy, repeat customers and staying ahead in the competitive market.