webrooming

Are Retailers Ready for the Omni-Channel Revolution?

Brands are starting to realise that the key to success is to think like their customers and create seamless omni-channel shopping experiences that keeps customers engaged at all stages as they drift from phone, tablet, laptop and desktop PC without even giving it a second thought.

Every year there is a new industry buzzword which has previously consisted of offerings such as the Internet of Things, Big Data or Dark Social for example, but the majority of consumers are unaware that the hottest trend in retail at the moment is a strategy known as “omnichannel” and in simple terms just means giving customers the ability to shop anywhere and receive goods in the quickest most convenient way possible.

A few years ago, there was a concern that frugal shoppers and the art of “showrooming” would spell the end of the high street where consumers would test an item in a physical store, obtain advice and then leave to buy cheaper online.

However, the current trend of “webrooming” is the complete opposite, as customers are researching items online and then purchasing them in-store, thus the best method of retailers taking advantage of this is via omni-channel marketing.

This strategy is affecting all savvy businesses that not only see’s bricks and mortar stores increasing their online and social presence but much more interesting to see behemoths such as Amazon opening their first physical store which has coined the cringe-worthy phrase ‘digical’ (digital first and physical second)

Amazon is also reportedly in discussions to buy hundreds of retail stores across the US to showcase its products, such as the Kindle tablet and Fire smartphone, and act as delivery points for online orders.

Walmart President and CEO Michael T. Duke was clearly ahead of the curve when he advised shareholders in their annual report back in 2013 that “By bringing together best-in-class online, mobile and social capabilities and our over 10,700 stores, we are building what no other retailer – online or otherwise – can,” (more…)

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