More than 10 years ago, retailers began to look for an approach that extended beyond multichannel. Omni-retail (omni meaning “all”) links every retail shopping option together to build a seamless customer journey where retailers and DTC brands can sell, fulfill and return/exchange through any channel. Research shows that consumers are interacting with brands on a variety of channels and becoming more and more “channel agnostic.” Simply put—consumers are looking for a unified brand experience, whether they are browsing a brick-and-mortar store, shopping on a social platform with their smart phone, or buying online and picking up in the store. The statistics for “omni-shoppers" show that they tend to spend more (both transaction size and lifetime value) and have a higher customer retention rate. So as retailers aim to target new customers, get them to engage with their brand, and keep them coming back for more—an omnichannel approach has proven an effective way to do so.
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