How to boost your sales with omnichannel

Mar 09, 2020, 294 views

Searching the internet about a product, buying or trying it in the physical store and then buying through e-commerce is nothing new. The fact is that today there is no longer a pre-established standard of how the consumer prefers to buy, either online or offline. This behavior, in which there are no more barriers between virtual and physical environments, has contributed to the development of innovative techniques within e-commerce to boost sales strategies.

An example based on consumer experience is the omnichannel, which consists of integrating sales and customer service between physical and virtual stores. This strategy allows the customer to easily move between a store's online and offline channels in order to improve their shopping experience.

The important thing to use this technique is to have the customer's information and preferences integrated between the sales channels to facilitate the purchase.

The advantage of this operation is that the virtual environment has no restriction on service hours and number of people, in addition to being at the moment when the customer wants to see the products and possibly buy. This has been the reality of many online businesses and it has worked as an accurate, effective and, of course, cheaper marketing strategy.

A survey released by the traditional Forbes Magazine showed that, in the United Kingdom, Omnichannel is no longer just a trend:

- 72% have already used a click & collect service (withdrawal points);

- 49% used it more than they did a year ago;

- 21% do this in at least half of their purchases;

- 28% would buy from another retailer, if click & collect was not available;

- 17% would not make the purchase in these cases;

- 75% opt for convenience pick-up points;

- 74% praise the free delivery method for their purchases;

- 65% of consumers make additional purchases at pick-up points.

The fact that today there are more cell phones than Brazilians in the country makes the ease of access to the internet help to propagate this issue. There is a boom in mobile payments for any type of delivery service. Another reference is the growing number of payments by approximation (NFC), as an example placing an order through an e-commerce, going to the grocery store next to the house and passing the cell phone to release the purchase. In addition to this scenario, we still have the prospect of economic growth in Brazil, which is above 2% in 2020 and tends to make consumers more confident to consume more and more throughout the country.

Thus, omnichannel works as an excellent strategy to leverage sales. Remembering that one of the fundamental points for its implementation is to invest in a good logistics plan. In this process, the seller needs to know, for example, whether the product will be picked up at the physical or virtual store and how the stock is at the nearest distribution center to offer the best delivery solution to the customer.

All this action can be facilitated with an automated data integration system, which allows the tenant to have a general view of inventory management, facilitating logistics. The data also includes information on the customer's profile, enabling the shopkeeper to further improve the consumer experience, with commercial and marketing actions.

Having customer information in the palm of your hand makes it possible, for example, through the store's mobile application, to warn you about the main promotions when they are at your physical store. The system can also show the location of products on the shelves, to make it easier for the customer to find what they want.

The omnichannel technique also involves the transformation of the sales management model. An example is the employee earning from the sales of physical and virtual stores. The concept of commission only with sales in physical stores does not match this trend.

With omnichannel, we can see that the collaborative mentality, in which one person depends on the other to sell, also applies to the sales channels. After all, regardless of the channel the consumer uses, he will interact with the same store on the website, in the application, on the phone, in the mall, on the street. One channel must collaborate with the other to offer a good experience, aiming at the success of sales and the strengthening of the brand.

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