One of the big decisions you will face as an internet marketer is how to implement omnichannel. It is not just a new term, but it has tremendous impact on how you look at channels and how you manage them. The days of buying an ad in the newspaper and hoping for a sale are quickly fading away. The customers you serve with
omnichannel are searching, they are moving and they are ready to buy. They want your product now, not some obscure ad in the back of the paper two weeks down the
road. You must have your inventory at your fingertips and in real-time so you can offer it to them. And offering it to them in real-time cuts down on mistakes and wasted
If you are a retailer or an ecommerce website, you know that inventory isn’t cheap. It’s not cheap in absolute terms, but it is very expensive if you go without a solid stock management system. With omnichannel, your inventory isn’t spread across multiple websites, but it’s packaged and delivered as a single transaction between the manufacturer and the retailer. This means you can focus on improving your customer service and your retail setup while the manufacturer sorts out the logistics of
delivering your product. And because you have your inventory at the warehouse, you don’t need to handle returns, reorder times or deal with late or missed shipments.
With a reputable vendor like Shipwire or UPS, your customers should have no problem staying on track with you. The vendor’s ability to track shipments and deliver within a reasonable time period speaks volumes about their standing. To get started, consider whether you want to be the only channel selling physical products. Then determine how you can take advantage of existing multichannel assets, such as social media. For example, by integrating your Facebook and Twitter accounts with your product listing on eBay, you can increase the reach of your customers and create an opportunity for them to become familiar with your brand. Once they’ve decided that these are the products they need, they can visit your eBay store to make their purchase.
Or consider implementing omnichannel with a physical location. With in-store displays, you can provide more in-depth information about your products and services. Your employees will know where customers are located. This enhanced knowledge gives your shoppers the information they need to make in-store purchasing decisions, rather than just relying on information provided by the computer screen.
It’s important to have multiple views of the same information. In the world of touchpoint technology, omnichannel experiences make this easier and more convenient than ever before. The secret to successful omnichannel experiences starts with knowing the strengths of each of your channels, and then integrating them with one another. By combining your digital and physical assets, you’ll be able to serve your customers better than ever.