One shining example is digitally native lingerie brand Adore Me, which – though it has a very strong online presence and eCommerce store – offers an exclusively in-store body scanner that shoppers can go into to get an idea of the underwear or sleepwear that will suit them.
Adore Me’s staff are trained to be able to then offer the customer a consultation on the best options for them based on the measurements provided by the scanner.
Sporting goods retailer Orvis is another brand that enhances shopper experience through the omnichannel.
They know that its target audience of affluent over-50s understands the benefits of eCommerce tools, but prefer to shop in-store.
To combine the strengths and benefits of physical and digital channels, Orvis gives its employees tablets with pre-installed CRM and eCommerce tools. Employees can use these tablets to order out-of-stock products and bill customers for sales (both in-store and online). The tablets also allow staff to show customers similar products and make recommendations. And the tablets tell employees whether someone entering the store is a new or loyal customer.
For this omnichannel approach to be successful, Orvis has had to ensure that its employees have developed the skills to allow them to play their part in enhancing shopper experiences. This can only be achieved through capability building (or training).
In conclusion – be prepared for change
Management has to use the power of probabilities to work out what to do next and plan a way forward for their organisations. And use tools at their disposal like Big Data & AI to monitor consumer behaviour.
To strike the right balance in the future, retailers should be thinking about how they can seamlessly combine their physical and digital channels to create the best possible omnichannel experiences for their customers.
As with all new approaches, staff will need to be upskilled. Organisations must invest in training that will give teams the skills and capabilities to adapt to the omnichannel and play an active part in greatly enhancing these new shopping experiences.
This article was created and written by Luigi Matrone for Forbes Agency Council, and is reproduced here with their kind permission.
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