Retail Analysis
Simplifying Retail Through a Complete Omnichannel Solution
Jonathan Maurer, VP of Operations at Teamwork Commerce explains how, with a complete, all-encompassing omnichannel solution, retailers can simplify the sales process and drive long-term success.
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etailers today are facing a complicated obstacle – with life as we know it becoming more digital, developing a seamless omnichannel experience
has become progressively challenging. Emphasising this pressure is the belief that we are transforming into a completely digital world. However, the future looks more like an omnichannel world, where the physical and digital ecosystems coincide. Retailers need to be able to implement an omnichannel experience that successfully combines their physical and digital presence into a cohesive customer journey. With the ever-increasing demand of shopper expectations, an inclusive and seamless omnichannel strategy can aid brands in achieving both financial and customer growth. There’s no denying that the pandemic provided consumers with the
convenience of bringing their desired item right to their doorstep. Now, consumers expect the same accessibility, if not more heightened, in the transition to a post-pandemic world. Customers expect excellent service, a varied selection, and competitive pricing, whether online or at a physical location, or a mixture of both – with 50% of shoppers expecting to be able to make a purchase online and then collect their items in-store. The accelerated customer demand of online shopping has made it
necessary for retailers to operate at a higher level of digital maturity. Retailers are required to define a unified channel strategy involving a
10 | October 2022
combination of a digital and physical perspective. Consumers demand the very best, and with highly tailored marketing campaigns and personalised offers, an omnichannel solution can enable retailers to specifically target customers across channels, no matter when or where according to their preferences. What’s more, retailers can share data across all channels to create a consistent, continuing, and seamless customer journey. Consumers expect information to flow throughout
each channel, successively, from their initial engagement until their final transaction. Furthermore, they want the ease of transitioning through their entire
shopping process by using the channel of their choice. The key thing retailers need to understand is that consumers will prefer shopping where they get better prices, selection and convenience. The cut- throat retail industry is competing well in terms of options and prices. However, one way retailers can gain a competitive advantage is by providing an ultimate consumer experience whilst providing omnichannel convenience. In order to deliver an optimal omnichannel experience, retailers
need to align various operational processes, including POS, order management, inventory management, and customer relationship management (CRM). Integrating them within a one-stop-shop solution can enhance efficiency and effectiveness.
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