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How the right retail software drives in-store and online synergy

It’s time to embrace omnichannel excellence

35%
of retailers consider their omnichannel strategy when making store decisions

In this fast-paced and interconnected world, consumers demand convenience, personalization, and the ability to get the same experience across all shopping channels. The increasing popularity of ecommerce and online shopping has reshaped the retail landscape, pushing retailers to adapt and innovate. 

The problem is that on top of mounting customer expectations, retailers face relentless competition, including giants like Amazon, all vying to provide frictionless omnichannel experiences. Further challenges arise when building out cross-channel personalization and different fulfillment options while channels are still siloed.

To thrive in this dynamic market, retailers must bridge the gap between their brick-and-mortar stores and online platforms. This integration gives birth to omnichannel strategies– a crucial approach to understanding the modern customer journey and providing a cohesive shopping experience.

Understanding the modern customer journey

3/4
of US consumers are shopping both online and in-store, and participating in omnichannel activities

The modern customer journey is no longer linear; instead, it comprises numerous touch points across multiple channels. Whether browsing products online or visiting physical stores, customers expect a consistent experience, regardless of the platform they choose. 

Omnichannel strategies and systems allow retailers to track and analyze these customer interactions at every stage, enabling a deeper understanding of consumer behavior, preferences, and pain points.

Harnessing data from various channels empowers retailers to gain valuable insights into marketing efforts driving sales, popular products, and how customers move between online and offline touchpoints. 

This comprehensive understanding enables businesses to make data-driven decisions, optimize marketing campaigns, and personalize the shopping experience for each individual customer.

How next-gen software drives synergy and customer-centricity between channels

Outdated clienteling practices and legacy POS systems present challenges to delivering personalized omnichannel experiences. 

In-store teams often do not have visibility into customers’ online activity leading to an inconsistent understanding of customer preferences. Conversely, customers’ in-store interactions are not effectively synchronized with online data, causing a lack of coherence in their online shopping experience. 

To achieve synergy and customer-centricity between in-store and online channels, next-gen in-store software plays a pivotal role. It integrates all aspects of the retail operation into a unified system, fostering a unified shopping experience through:

Real-time inventory visibility: A next-gen POS system with an “endless aisle” feature provides full visibility to products across the brand, even when not in-store. By centralizing inventory data, retailers ensure real-time visibility of product availability across all channels, preventing the frustration of customers discovering out-of-stock items after making a purchase.

Omnichannel fulfillment: Equipping store associates with mobile POS units enables frictionless execution of various fulfillment options, such as click-and-collect, that may require associates to move throughout and outside the store. This enhances the shopping experience, promotes cross-channel sales, and increases customer satisfaction and loyalty in the omnichannel retail landscape.

Unified customer profiles: Unified customer profiles are the cornerstone of an integrated clienteling system, providing a holistic view of customers’ preferences and purchase history across online and in-store interactions. Beyond personalized campaigns and promotions, these profiles establish a personalized customer experience by allowing staff to recognize and engage customers across channels. They also enable anticipatory service, empowering sales associates to cater to individual needs based on past interactions.

Streamlined checkout process: Next-gen POS software redefines the checkout process by removing friction at checkout— such as long queues or needed multiple transactions for mixed-basket purchases. By facilitaing omnichannel checkout, this software becomes a strategic asset that transcends transactions, shaping a unified shopping environment.

Must-haves for achieving unified commerce

To achieve unified commerce and fully leverage the potential of omnichannel strategies, retailers must invest in retail software with essential features and considerations:

Integration capabilities: The retail software should easily integrate with various ecommerce, finance, HR, and ERP platforms, POS systems, and other crucial retail tools to ensure a smooth flow of data between channels.

Real-time analytics: Robust analytics and reporting capabilities are essential for gathering insights and making data-driven decisions to improve business performance.

Scalability: As your business grows, the retail software must accommodate increasing volumes of data and transactions in addition to opening new storefronts or pop up locations or hosting events without compromising performance.

Bringing it all together

By embracing omnichannel excellence and adopting the right retail software, retailers can navigate escalating expectations and competition, delivering a unified shopping experience that delights customers and drives business success in today’s dynamic market.

Learn more

Ready to craft an integrated, omnichannel customer experience, but not sure where to start? Checkout our latest whitepaper The retailer’s guide to in-store customer experience.

Or, if you’re ready to embrace omnichannel excellence and see what investing in next-gen tech can do for your stores, contact us today!

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