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If you’re not familiar with the term omnichannel: An omnichannel approach has been defined as one that integrates both online and offline sales channels to create a cohesive experience across multiple touchpoints. Let’s find out how omnichannel strategies can level up your business and how BigCommerce can help you achieve this goal.
According to NRF’s Winter 2020 Consumer View study, convenience is more important to 83% of shoppers than it was five years ago. The days of the linear customer journey are therefore a thing of the past. Nowadays, customers expect seamless omnichannel shopping experiences. Retailers on the other hand have to prepare for new consumer needs and behaviours and redefine their perception of their target customers.
That’s why an omnichannel strategy is critical to the continued success of your business. A comprehensive omnichannel strategy requires a world-class partner such as BigCommerce to support your needs across different stages of development. It starts with an e-commerce platform that stands out from the crowd in terms of extensions, customizations, integrations, and more.
As you are no doubt already aware from your personal shopping experience, customers are shopping in more places than ever before. BigCommerce knows how to get your brand into their feeds across all touchpoints without any additional development effort. You have pre-built partner integrations and apps with Amazon, eBay, Facebook, Instagram, Pinterest and Google Shopping at your fingertips. These allow your products to be front and centre – no matter the channel. BigCommerce provides you with a centralized channel management system that integrates all channels from a single location, including 3rd party sales and headless storefronts. Streamline listing and selling – save hours listing products on 3rd party sales channels using product information that is already available in your BigCommerce product catalogue.
An omnichannel strategy must be holistic and comprehensive. It depends on a strong foundation supported by the following four pillars of omnichannel success. These must work seamlessly together to deliver the best possible omnichannel customer experience.
Four Pillars Of Omnichannel Success
- Sales Channels
As you have more sales channels to choose from than ever before, you need to carefully evaluate your target audience and product fit:Where do your customers spend most of their time and what do they like to purchase?
- Marketing & Advertising
You need to develop a cohesive marketing and advertising strategy that will help drive traffic to your products and put the right message in the right place at the right time.
Operations cover everything in your back office, from product, order and inventory management to logistics and fulfilment. Connectivity is the key to an omnichannel approach that works.
- Shipping & Fulfillment
Here retailers have the option of using shipping software or a 3PL (Third Party Logistics) company, each offering its own advantages. Therefore, it is important to research what works best for your business based on location, budget and software.
Every opportunity to get in front of new customers is vital. With an omnichannel or multi-channel strategy, you ensure that your product is available across multiple touchpoints. This helps tell a coherent brand story and increases the chances customers will buy through the channel of their choice.
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