The Omnichannel Retail Experience

Retails stores worldwide struggle with the threat of online shopping. In our previous post, we looked at how retail stores can include mobiles in their customer experience. However, what are the other channels that retail can explore? What are other ways that retail can stay relevant? Is it possible to have an omnichannel retail experience? John Lewis, a department store in Great Britain has proved that it is possible. The retailer has offered numerous innovative shopping experiences through digital channels explains Natalie Brandweiner in a MyCustomer article.

We already know the popularity of mobiles worldwide and throughout generations today. John Lewis has utilized this well by providing an app to complement the customer journey in stores. The app allows customers to scan barcodes and to place new orders for stock. Their “Click-and-Collect” service has also proven to be a success in creating their omnichannel presence. Andy Street from John Lewis justifies, “We know that about 60% of our customers buy both online and in shops so the approach is to make it absolutely seamless ... So they can research in one place and shop in the other, they can buy in one place and pick up in the other – the art of sales is consistent across channels...They’re not even supposed to know or see or realize which channel they're using because it's one overall customer offer.” 

So how can retail compete for their existence? Install an omnichannel experience that’s relevant to your company where “all purchase channels are seamlessly connected, therefore allowing consumers more flexibility and convenience.”

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