Technology has provided retailers with big challenges in the digital age. According to the PWC report on retail realities for 2017, the consumer is firmly in charge. They are embracing omni-channel retailing and expecting a consistently good consumer experience across multiple channels.
Because of this retailers are facing the challenge of keeping up with ‘tech savvy’ consumers. In order to do that retailers must offer a seamless omni-channel experience. Consumers must be able to access, research and purchase from retailers through any channel. Retailers must be able to factor in using the devices and platforms the consumers are engaging with.
Simplicity has gone! Omni-channel retail is a must in the digital age.
Google defined omni-channel retail as “ensuring retailer marketing strategies are geared toward enabling consumers to convert on any channel.” The simplicity of opening a store, buying stock and selling that stock has faded due to the digital age. In order to provide an excellent consumer experience, retailers are having to interact with consumers across multiple devices and platforms. According to Big Commerce’s article on Omni-channel retail in 2017, omni-channel marketing becomes more about providing experience, transcending any medium and simply providing consumers with what they want, when they want.
The consumer’s calling the shots
Consumer’s embracing the Omni-channel retail experience has well and truly positioned them in the driving seat for retailer’s development. PWC’s survey has identified that the majority of consumers are still buying in-store, with in-store experience still remaining a strong influence on purchase decisions. Despite this, it’s the omni-channel experience that retailers are really being judged on. Consumer voice is strong, and its influence may see omni-channel the top purchase choice for consumers in 5 years’ time.
The key to omni-channel is consumer experience
Consumer Experience has always been key! The most vital components of omni-channel retail is providing an experience across all touchpoints that consumers value and trust. By doing this, retailers can build a loyal consumer base that consistently make purchases across platforms and channels. The Multi-channel Merchants believe that a level of consistency across all channels will generate greater brand loyalty and trust. For consumers to trust and value a retailer their expectations must be met and exceeded no matter the channel or platform.
For more information on the omni-channel reality for retailers visit the PWC report here: http://www.pwc.com/gx/en/advisory-services/assets/customers-are-calling-the-shots.pdf