Multi-channel retailers merges retail operations to enable their customer to carry out transactions in a number of connected channels. Channels include: retail stores, online stores, mobile stores, mobile app stores, telephone sales and any other method of transacting with their customer. Multi-channel retailing is dictated by the customer in what route best suits them. Systems and processes within retail simply facilitate the customer journey to transact and be served.
The next iteration for retailing from Multi-channel is creating and focussing on the Omni Channel retail experience. For retailers this encompasses all touch points of their brand for a single, consistent customer experience throughout all channels.
No matter which channel the customer is using to reach you be it bricks and mortar, online, or mobile—your customer sees your store as a single, transparent system with fully integrated inventory, processing, and delivery systems.
For Omni Channel retailing a superior customer-centric service approach is essential across all channels. Through social media, loyalty programs and data mining capabilities, marketing efforts are more efficient as they are informed by purchase patterns of the consumer, spanning all channels and touch points simultaneously. The purchase and browsing patterns of bricks and mortar stores where purchases are made and consumers can research, is difficult to track when compared with other online interactions.
Through The Gesaky Mirror it is now possible to capture the data from these interactions is captured in store and fed back into the retailers system.
Recent research has shown that Omni shoppers are seen to purchase 3.5times more than single channel shoppers and approximately 15-30% more than multi channel shoppers.
To read our Retail Director Michael Nason’s recent article on Elements of Omni Channel click on the link.
For more information on how Gesaky works instore you can view our short video here.