“To be omnichannel or not to be omnichannel?” Hate to say it, but that’s no longer the relevant question for retailers. (The answer, is "yes, of course" in case you were wondering.) The question is rather, “are you doing enough to allow for the (truly) omnichannel experience today’s consumers not only desire, but expect?” For most retailers, the answer is no. While making the transition to omnichannel can be difficult, it’s certainly a step most retailers have recognized as important.
So, how can you hop on the omnichannel bandwagon? Here are three tips for retailers to begin bridging the omnichannel gap.
The Consumer/Retailer “Omnichannel” Gap
While omnichannel is certainly a priority for the vast majority of retailers, only about a third of retailers have operationalized the basics consumers have come to expect (such as store pick-up, cross-channel inventory visibility, and store-based fulfillment). Why is that? Simply put, enabling an omnichannel experience is much easier said than done. The path to full synchronization of inventory across all channels requires a hefty investment of money, time, and resources. Technology upgrades, employee training, and even a change in organizational leadership remain barriers, preventing many companies from becoming fully omnichannel. As a result, only 6% of retailers surveyed for Forrester’s January 2014 report, Customer Desires Vs. Retailer Capabilities: Minding The Omni-Channel Commerce Gap*, report no significant barriers to becoming an integrated omnichannel company.
Three Tips To Bridge The Omnichannel Commerce Gap
1. If you have it, flaunt it. Don’t let the physical limits of your brick-and-mortar square footage limit your reach. 71% of consumers expect to view in-store inventory online. In fact, almost 40% of consumers are unlikely or very unlikely to visit a store if physical store inventory is not provided online. Blueport pushes the omnichannel envelope with Store-Sync, which mirrors inventory from anywhere on any device and shows you what’s available at a customer’s closest furniture store.
2. Enable store employees with mobile technology. Consumers have increasingly come to rely on mobile devices to aid their shopping experience, but 61% still value the assistance of an in-store sales associate. Furthermore, nearly 70% of consumers expect the sales associate to have a mobile device on them to – among other things – reference both in-store and online product information and view inventory across stores.
3. Allow consumers to “mix and match” purchase and delivery options. Buy online, pick up in-store. Buy in-store, ship to customer. Buy online, ship from local store. Browse, or shop from any device, anywhere. Just as today’s consumer is hopping back and forth across channels, they are expecting the same agility from retailers. One third of retailers currently utilize their stores as fulfillment and delivery hubs for online orders, and an additional 40% intend to do so within the next 1-2 years.
The shopping behavior of today’s consumer has hard-wired expectations for a seamless omnichannel experience, yet many retailers are falling short of delivering. Rather than playing a game of catch-up, retailers should be actively seizing the opportunity to ramp up channel integration.
*Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris software, November 2013
About Blueport Commerce
Blueport Commerce is the omnichannel solution for the $78B furniture industry. We marry retailers' bricks-and-mortar infrastructure and expertise with our decade of online furniture experience, innovative technology and unique marketing and sales solutions to create modern, efficient, easy shopping experiences. $6.3B in furniture retailers choose Blueport. For some retailers, Blueport's SaaS omnichannel platform powers their branded websites, driving sales online and in their stores. For other retailers, we drive online sales through Furniture.com, our e-commerce website. For many retailers, we do both. Our technology is transforming furniture retail, for the 4% of sofas that sell online and the 96% that don't. Learn more here. And, if you’re interested in working for Blueport, check out our available jobs on our careers page.