Tag Archives: shoppability

Still Struggling with the Complexities of Omni-Channel Retailing?

Blame it on the growing millennial generation’s one click mentality but instant gratification is shaping the future of retail.  Whether a baby boomer, generation Xer or millennial, in today’s world, consumers generally rely on e-commerce sites or apps to search for products, access information about those products and make purchases – when they want and how they want.  And retailers and manufacturers have listened to the omni-channel call and have acknowledged that in this multichannel age, consumers expect that the way they shop in store and online be the same.  In fact, with tech-savvy consumers demanding seamless shopping experiences across all channels, some 62% of retailers have responded by introducing Omni-Channel services, according to a survey by JDA Software Group.

Yet why are so few retailers doing it well?  Certainly, the benefits are extraordinary – companies with omnichannel customer engagement strategies retain on average 89% of their customers, compared to 33% for companies with weak omnichannel customer engagement. (Aberdeen Group).  Some experts argue retailers are making strategic errors across phases of their omnichannel initiatives. Why is this so challenging? It’s not for lack of trying, as we see many companies are making the investment.   But the “how-to” on developing that seamless experience between brick-and-mortar, mobile and e-com – is the big knowledge gap.

Embrace the Consumer

Omnichannel efforts must be designed around the user, allowing them to move easily from one channel to the next.  Consumers of course, don’t consider them different channels, and frankly they don’t care.

Embrace a Unified Experience:

Provide customers with personalized recommendations across all your channels. Give your consumers a seamless experience and feelings on every channel. Take for example apparel/lifestyle brand, Vineyard Vines.  At last month’s Salesforce DreamForce event, they spoke about the importance of integrating dynamic ecommerce capabilities across all channels and devices.  Encompassing the catalog, website and store, they are connecting their brand to their customer in one seamless experience.

Embrace Predictive Commerce:

Predictive models and analytics can help businesses determine the intent of their customers and are valuable to track user behavior.  Done well, they enable online retailers to target consumers on the basis of their behaviors. Then retailers are in a great position to offer complementary and/or alternative products, search options, and brands, send targeted product promotions even when a shopper is offline.  The added bonus for retailers is that they’re able to keep visitors on their site longer to help prompt purchases.

Embrace Technology

Several technology trends — the proliferation of cloud services, easier integration through application programming interfaces (APIs) and big data and real-time analytics, among others — are enabling big retailers to converge the business, employee and customer processes of those physical and virtual stores in increasingly sophisticated and comprehensive ways.

This is where the 1WorldSync Omni-Channel solutions helps brands achieve success by providing access to authentic and trusted information helping businesses organize for cross channel sales growth by making their products digital, discoverable and highly shoppable. Request a consultation today and take the first step in overcoming the complexities of Omni-Channel retailing.

It’s The Holiday Season for Omni-Channel Retail

We know it’s only October, but believe it or not, a survey by CreditCard.com says that 1 percent of Americans, or 34 million Santas, say they are done with their shopping. Already. Before the first week of October.  Whether these folks are looking for bargains or are just hyper-organized, experts say those who had their Christmas shopping wrapped up before fall officially arrived likely made their purchases online.  

What about the remaining 99%?  They’ll be shopping, too. On Tuesday, Oct. 4, the National Retail Federation announced that it anticipates holiday sales to increase 3.6% to $655.8 billion.  While in-store purchases will continue to dominate, with 91% of holiday shoppers planning to spend at physical stores, that leaves about 8% or so shopping online (though about 85% of holiday shoppers will likely research online before making in-store purchases). Clearly, holiday shoppers are expecting an omni-channel experience this season with physical and digital retail converging, trying to get consumers to spend.

According to The International Council of Shopping Centers (ICSC), “shoppers intend to take advantage of the diverse options for shopping, spending across channels. Most prominently, consumers are reliant upon omni-channel retailers versus pure play online or solely physical retailers.”

Brands and retailers will have lots to do in order to drive higher conversion rates, so here’s a quick hit list of reminders:

  • Go Digital: Centralize and digitize product content for omni-channel.
  • Get Discovered: Connect with new buyers and category managers to create new opportunities.
  • Sell Everywhere: Showcase and promote products on any channel.
  • Deliver Content Efficiently: Engage and integrate product information with Omni-channel customers.

It’s a crowded omni-channel world especially during the holidays! Can all of this happen in time to take advantage of the anticipated big boost in holiday spending? Absolutely. 1WorldSync omni-channel solutions can help your products stand out and engage the elevated expectations of seasonal shoppers.

The Evolution of Online Shopping Through a Millennial’s Eyes

It’s no secret that over the last decade, online shopping has evolved in ways we (millennials) could not have imagined. Growing up in what may now be classified as the “Digital Age”, technology has allowed e-commerce to virtually customize the way we shop.

We millennials have not only conformed the way all generations have learned to shop online but we’ve also forced industries to adapt this new transformation. For example, if I wanted to go to the mall and buy makeup I would have to physically try it on, see if I like it, and then buy it at the store. Now that millennials have eclipsed all generations from the way we communicate, access information, and live our lives on a daily basis, cosmetic etailers and app providers have even gone as far as offering facial scanning programs; allowing consumers to fill out a form based on their skin type and face shape. They even offer certain brands and products based on the user’s characteristics. If this is the new face of online shopping, it makes me wonder…what did online shopping look like before the connected consumer era? So, I decided to investigate.

E-commerce sites continue to improve in user experience and lifestyle. Current e-commerce statistics state that 40 percent of worldwide internet users have bought products or goods online via desktop, mobile, tablet or other online devices (Statista, 2016). This amounts to more than 1 billion online buyers and is projected to continuously grow. Let’s be honest… “ain’t nobody got time to go to the mall and shop!” It becomes time consuming and you are never guaranteed to find exactly what you are looking for. Been there, done that. What did people do before online shopping existed?!

Through a Millennial’s eyes, here are “5 ways millennials have helped change the way we shop”.

1. “We Know Everything” – Shoppers know as much as Salespeople
I can’t tell you how many times I hear… “Millennials think they know everything”. Well, maybe we do!

Then: When going to the mall to shop was the only option people had, they relied heavily on the salesperson’s expertise to advise them on what they needed to buy and all the features of items offered in that store.

Now: With the magical power of Google, Bing, Yahoo, and other wonderful search engines, we have the option of doing our own research and have become “smart shoppers”.  We have the potential and capability to know when we are getting a good deal. After all, every moment in a consumer’s purchasing decision journey matters.

2. Retailers now know everything too!

Then: Apparently, the introduction of retail began with retailers and shopkeepers getting to know their customer’s preferences and needs based on face-to-face interactions. Sounds a bit horse and buggy to me.

Now: In the world of connected commerce, a phone, tablet, or computer can do just that.  E-commerce sites, such as Amazon, integrate customization features that recommend products based on your interests and your online behavior paths. Ultimately, these features allow companies to appropriately offer suggestions and get to know their customers more personally based on their interests.

3. Mobile devices drive foot traffic to stores

Then: Finding the right stores with the right products you needed was either based on familiarity or luck.

Now: It’s much easier nowadays to find a product in a specific store you’re near, right at the touch of your fingertips. Most retail websites such as Target, have features that allow customers to find a store near them that carries the product they’re looking for, pay for it online, and pick it up in-store. Mobile makes it much quicker and more efficient to find exactly what you need while also providing store location information and a product finder all in one.

4. Nothing wrong with a little bit of gossip!

Then: Word of mouth influenced purchase decisions and most retailers relied upon these in order to boost sales. Personal references help, but the retailer could not directly influence.

Now: Word of mouth is a very influential factor. We share our thoughts, opinions and reviews on products within our YouTube, Instagram and Twitter community. This has affected the beauty industry tremendously with the boom of famous beauty gurus uploading “Hit or Miss” tutorials, giving their honest opinions on products and whether they are worth the price or quality. This could affect the reputations of cosmetic brands, if they have bad reviews. It can also provide them with major opportunities to position their brand towards specific targets. I’ve seen products literally fly off the shelves because of these YouTuber’s influence and the “must-have” opinions they give.

5. Products jump off the screen at you!

Then: Paper advertisements and the internet gave an image of what the product looked like but nothing can replace the actual physical feeling of a product and seeing it right in front of you.

Now: Personally, I believe there is still truth to this. Even today, a lot of sites have really stepped up their game when it comes to displaying what a product looks like before you purchase it. Products now have live 360° videos and imagery and zoom capabilities giving the shopper a better sense of what the item really looks like (Think with Google, 2014).

As you can see, we’ve come a long way since the introduction of the internet. As a result, retailers have undergone a digital transformation to meet the needs of today’s online shopping. Living through the differences in what it “used to be” compared to “now” makes us think about how much we rely on technology when it comes to shopping. E-commerce has revolutionized the way we buy and provides shoppers with a more convenient and personalized way to access what they need. At the end of the day, great shopping sites exist because of advances in technology and companies who have conformed to provide accessible, reliable product information to consumers as and when they need it.

The Supplier Side – Must Do: Leveraging Walmart’s Store Assortment Online Initiative

Consumers continually demand a seamless shopping experience across all platforms. So, the flip side of course is that if a customer can’t find the right product online, it becomes a source of frustration and likely a loss sale. The quest for omni-channel supremacy continues for retailers across the board. Mega retailers, such as Walmart, are investing heavily in e-commerce (think Jet.com acquisition).

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