Multichannel retailing is not a new tactic. This concept existed long before mobile applications and online shopping came into our world. However, because of the recent increase in online interactions and the use of mobile technology, multichannel retailing is a fast-growing phenomenon among e-commerce merchants.
Why is Multichannel Retailing Important?
Surveys show that, though only 10 percent of businesses currently believe they are successful in the world of multichannel retailing, 46 percent plan to become successful by the end of this year. These statistics exemplify the importance of becoming a multichannel retailer if you want to remain on top in 2012. Multichannel retailers have more opportunities to show their products to customers, which in turn increases sales and profits. The more chances you have to engage your potential buyers, the more likely you are to create a loyal base of consumers that will return to your company again and again. But how do you become a successful multichannel retailer?
Multichannel Retail Strategies
Successful multichannel retailing requires in-depth planning, as well as an attitude of continuing improvement. Use your brand as your guide to develop your channels, and make sure that all channels reflect the message you want to send to your customers. For example, if your brand message is meant to be cool and trendy, don't create websites and social media profiles that are laden with stiff content and boring graphics.
Furthermore, you must make sure that all of your channels lead back to a central meeting place that ties them together cohesively. Experts recommend that you use your company's primary website as the final destination for all of your other channels. This practice solidifies your brand's identity and increases the likelihood of sales.
Finally, you must continually analyze and reanalyze the results of all your marketing and customer service efforts. Consider the sales generated from each of your channels, and use this information to determine which of your marketing efforts were the most successful. Make changes where necessary, and keep records for future reference.
The Importance of Integration
Multichannel retailing is far from easy. In order to reap the most benefit, you must make sure that you invest time and effort in each of your channels. Loyal customers expect that they will receive the same exemplary treatment regardless of which channel they use to contact your company. A bad experience on one marketing channel may prevent a customer from ever visiting any of your company's channels again. For this reason, integration of all of your channels' customer service operations is essential. Your marketing, sales, and fulfillment strategies must make sense for every channel, and your customers' records should be easily accessed and updated from within each channel.
Becoming a truly successful multichannel retailer involves creating a cohesive brand experience that encompasses multiple retail channels and keeps customers coming back for more. Partnering with an expert marketing and fulfillment provider such as Fifth Gear can help you become the multichannel retailer you need to be to thrive in 2012.
About the author: Lindsey Harper Mac is a professional writer living in the Indianapolis area. She specializes in writing guest posts on business and marketing. Currently, Lindsey is completing work on her master’s degree.
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