Omnichannel Part 2: New Buying Practices
Buying from a traditional retailer is straight forward. You walk into a store, pick some items off the shelf, pay at the register and take them home. In an omnichannel environment, there are new ways to make purchases and each method represents a different challenge for retailers.
Research Online ➜ Buy Online
Say you want to buy a new television. You start comparing brands and reading product reviews online. Next you look for the lowest price and make a purchase online. If you’re loyal to a retailer, you might automatically buy the television from their online store.
Research Online ➜ Research In-Store ➜ Buy Online
This scenario is the same as #1 except you prefer to physically see the television before buying it. You research online then pick one or more retailers in your area that carry the same television and visit their bricks and mortar store. Ideally for the retailer you buy it on the spot. It’s a real nightmare for retailers if you return home to purchase the television online from someone else at a lower price.
Research Online ➜ Research In-Store ➜ Pickup In-Store
This is where bricks and mortar retailers have an advantage. If the consumer buys a television online and just can’t wait a few days for delivery, the retailer provides the option to pick up their order the same day at their closest store location. Ideally, the retailer has it in stock and the customer is happy. This convenience factor makes all the difference.
Social Media Article ➜ Spontaneous Buy Online
If you go into a bricks and mortar store looking to buy television, something entirely different might catch your attention and you buy it on the spot. It wasn’t your intention but it happens.
The same thing can happen online. You may be reading an article or blog with no intention of buying anything. That’s where smart targeting comes into play. They have your attention and now they’re going to entice you to make a purchase. It wasn’t your intention but you can’t resist sometimes.
Shop Online ➜ Customer Service ➜ Buy Online
Adopting new technologies to support omni channel doesn’t mean retailers should abandon using the telephone. When you are shopping online you may want to talk to a customer service representative before purchasing a new television. A sale is easily lost, especially for high ticket items, if there is no one available to answer your questions.
In part 3 of this series I will shift focus to the 3PLs’ perspective on omnichannel.
Research Online ➜ Buy Online
Say you want to buy a new television. You start comparing brands and reading product reviews online. Next you look for the lowest price and make a purchase online. If you’re loyal to a retailer, you might automatically buy the television from their online store.
Research Online ➜ Research In-Store ➜ Buy Online
This scenario is the same as #1 except you prefer to physically see the television before buying it. You research online then pick one or more retailers in your area that carry the same television and visit their bricks and mortar store. Ideally for the retailer you buy it on the spot. It’s a real nightmare for retailers if you return home to purchase the television online from someone else at a lower price.
Research Online ➜ Research In-Store ➜ Pickup In-Store
This is where bricks and mortar retailers have an advantage. If the consumer buys a television online and just can’t wait a few days for delivery, the retailer provides the option to pick up their order the same day at their closest store location. Ideally, the retailer has it in stock and the customer is happy. This convenience factor makes all the difference.
Social Media Article ➜ Spontaneous Buy Online
If you go into a bricks and mortar store looking to buy television, something entirely different might catch your attention and you buy it on the spot. It wasn’t your intention but it happens.
The same thing can happen online. You may be reading an article or blog with no intention of buying anything. That’s where smart targeting comes into play. They have your attention and now they’re going to entice you to make a purchase. It wasn’t your intention but you can’t resist sometimes.
Shop Online ➜ Customer Service ➜ Buy Online
Adopting new technologies to support omni channel doesn’t mean retailers should abandon using the telephone. When you are shopping online you may want to talk to a customer service representative before purchasing a new television. A sale is easily lost, especially for high ticket items, if there is no one available to answer your questions.
In part 3 of this series I will shift focus to the 3PLs’ perspective on omnichannel.
See Part 1 - What is Omnichannel?
See Part 3 - Order Management
See Part 4 - Warehouse Management
See Part 5 - The Technology Burden for 3PLs
See Part 3 - Order Management
See Part 4 - Warehouse Management
See Part 5 - The Technology Burden for 3PLs