By Ellie-Rose Davies, Content Executive at IMRG
In this blog we will be reflecting on the value of omnichannel retail, exploring key areas such as incentivising retention through online and offline loyalty programmes, and optimising returns to bring online customers in store.
We will also share strategies to bring the in-store experience online, focussing on creating immersive experiences to replicate in-store interactions online, and enhancing assistance and communication through offering in-store levels of customer service online.
Read on to hear from industry experts who have provided examples of retailers who have excellent omnichannel strategies and who have shared tips for best practices.
Why are retailers prioritising omnichannel strategies?
Omnichannel retail incentivises loyalty
Loyalty is hard-earned and easily lost. IMRG
research shows that just 1-2 negative experience can deter 53.2% of customers from shopping with their favourite retailer. To prevent this, it's crucial to provide consistently positive interactions both online and in-store, which is where an omnichannel strategy plays a vital role.
Georgia Leybourne, CMO at
Linnworks, highlights that, 'Omnichannel retail strategies create a seamless customer experience across online and offline channels. By integrating these channels, retailers can offer services like buy online, pick up in-store (BOPIS), enhancing convenience and driving foot traffic.'
She also notes how 'Online channels provide valuable data on customer preferences for personalised in-store experiences, while in-store interactions boost online engagement through loyalty programs and exclusive offers. Retailers with strong omnichannel strategies retain 89% of their customers, compared to 33% for those with weak strategies.'
Dan, VP of Marketing at
RevLifter suggests that driving customers in-store can bring substantial benefits; 'Retailers who drive people in-store enjoy great benefits, including lower operational costs, more control of the customer experience, and opportunities for cross-selling.'
He adds, 'Incentivising in-store experiences can significantly enhance customer engagement and drive foot traffic. One effective strategy is to offer exclusive online discounts or rewards for customers who visit physical stores. For instance, a "Click & Collect" option paired with in-store promotions can encourage online shoppers to experience products firsthand.'
'Implementing loyalty programs that reward customers for online purchases and in-store visits fosters a sense of community,' says Dan, 'encouraging repeat visits and interactions while enhancing overall customer satisfaction.'
Omnichannel retail can drive positive post-purchase results i.e. with returns
Returns are an essential aspect of omnichannel retail and can similarly increase footfall in physical stores.
Sean Sherwin Smith, Product Director Post-Purchase at
nShift, shares that, 'Hunkemöller, Europes fastest-growing lingerie specialist, has seen a 15% spike in sales by shifting its online to warehouse returns towards in-store. This approach not only strengthens customer relationships but also creates new remarketing and repurchase opportunities.'
He continues, 'To deliver a flawless and connected omnichannel customer journey that inspires through exceptional delivery standards and cultivates customer loyalty, retailers need close, effective collaboration between logistics functions, in charge of the last mile, and ecommerce teams, who oversee the customer experience.'
Nikhita Hyett, General Manager EMEA at
Signifyd, explains, 'We talk about the importance of providing "the Amazon Experience", but until now, this has focused mainly on CX until checkout. Today, more than ever, the online retail experience goes beyond this to include the return process.
Retailers can provide smooth and buyer-friendly experiences through the full shopping lifecycle, as evidenced by our research, which found a direct link in how return policies drive consumer buying decisions: 94% of European consumers find it a crucial factor when buying, with 50% or more deciding whether to shop with a retailer based on their policies.'
How can retailers create the in-store feeling online?
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