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Future of Retail — Omnichannel
Facebook. They use voice recognition to ask Alexa advice on the best brand for removing stains. Customers might purchase jewellery at a pop-up shop at a local music festival. And the interaction doesn’t stop at the purchase. Technology allows customers to interact with brands across time and platforms.” Retailers have made huge strides in
adapting to this changing scene. Whereas there was some early uncertainty about how best to support multichannel commerce, now most would agree on these core omnichannel objectives:
• breaking down any remaining silos that separate the physical and digital shopping experience
• achieving a holistic view of inventory and the consumer
• playing to each channel’s strengths while ensuring they are well integrated
• keeping the consumer at the centre of everything.
Now what’s next? How can retailers refine
and enhance their performance in these established essentials to strengthen their reputations? What advanced omnichannel capabilities can meet the needs of the never- not-shopping customer so retailers never miss a sale?
THE STORE – POINT OF SALE, PEOPLE AND PERSONALISATION The very phrase point of sale, or POS, used to summon images of a stationary till just waiting for shoppers to step right up. Now the POS must be an omnichannel point of service. Accordingly, POS technology for the present and future must be built with omnichannel commerce in its DNA code, not as a module or optional add-on. At the same time, people - namely store
associates - will be a major differentiating factor in the omnichannel future. Sales personnel and store managers will be armed with POS solutions empowering them to suggest products, give relevant advice and provide seamless omnichannel services. With the rise of digital assistants and AI-
“Leading retailers recognise the need to invest in POS technology to enable store personnel to succeed.”
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