Clicks and Bricks: 3 Reasons Omnichannel is Important in the Retail World

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We’ve all read the headlines. Millennials are killing industries left and right. Currently on the chopping block: brick-and-mortar stores. Regardless of whether you believe the hype or you feel like these stories are just sensational pieces made to move papers, it is worth considering what current shopping behaviors are relevant now. Online is becoming more and more popular, but that doesn’t necessarily mean the death of brick-and-mortar stores. Smart retailers are using an omnichannel approach to their stores, and are able to leverage their online sites to gain foot traffic at their physical locations.

What is omnichannel? In short, it boils down to meeting your customers where they are, both online and offline. Utilizing an approach like this means that you have to know who your customers are and where they are doing their shopping before you can successfully gain visibility. But why is this important? Let’s get into the main points.

  1. It makes it easy to please.

Shoppers want convenience. In a world of instant gratification and in-your-face ads from every store, if you aren’t as available and efficient as your competition, you are likely to be left out. According to bigcommerce.com, almost 100% of Americans have shopped online before, and 80% have done so just in the last month. It’s no secret that an online channel is important, especially with millennials and Gen-Xers. However, in-store shoppers account for about half of all purchases, and are still popular with older generations and those who don’t want to wait for shipping, so an omnichannel approach is the best way to reach your audience using their preferred shopping methods.

  1. It drives in-store traffic.

As great as it is, online shopping isn’t always the preferable way to get products for some shoppers.  Some consumers don’t want to pay shipping costs or risk having a package stolen or a missed delivery if they don’t have a secure drop-off location.  And having to wait for standard ground shipping can cause a customer to abandon their online cart before checkout. With omnichannel retail, buy-online/pickup-in-store (BOPIS) is a favorable option many shoppers prefer. Customers can purchase an item online and pick it up at their convenience, often times with the speed of expedited shipping sans costs.  This drives foot traffic to your store, which you can then measure with your people-counting solution. By combining the convenience of online shopping with the security and affordability of shopping in-store, you create a win/win situation in the eyes of the customer.

  1. Data, data, and more data.

When it comes to making business decisions, never go in blindly. Instead, you should always rely on hard numbers to inform you and fuel those decisions, so you can be sure that you’re doing what’s best for your business. Combining omnichannel data from online shopping, social interactions, and in-store purchase histories gives you a holistic, large-scale view of shoppers, so that you know what to stock for inventory, and how to create the best targeted marketing campaigns. Utilizing this data alongside data from your people counting solutions can provide you with all of the information you need to make successful, knowledgeable decisions that better your business.

Omnichannel is becoming omnipresent. Position yourself for success by making sure you offer all the shopping channels your customers demand. Then, contact us to discuss your people counting solution options and see how our technology can compliment your omnichannel solution.