For brands to ensure an omni-channel deployment, it should be done in an effective and coherent way. Here are 5 tricks:
- Offer the possibility to purchase online a product that is not in stock
- Offer the possibility to go in-store to find the product seen on the internet
- Offer the possibility to pay online or in-store
- Offer the possibility to give it back at the post office, in a package or store relays
- Partnering with e-commerce websites for a lucrative Showrooming. In Japan, an e-commerce website selling clothing pays fees to physical stores where customers have identified or tried on the dress ordered.
Bringing Online Shopping experience Instore: The Oasis case
The introduction of iPads across Oasis’ stores enables the customer to browse online, pay online and place orders online whilst in store. Staff are armed with the iPads and can help shoppers check sizes, colours and styles that aren’t currently available in the shop. Sales assistance via the iPad is available on both the shop floor and in the changing rooms.
The iPad is a great example of enhancing the customer experience, as it decreases queue times, increases product availability and improves customer service.
Bringing Instore Experience Online: The M&S case
The M&S ‘at home’ iPad app, launched in September 2012, is the second app introduced, focusing on home items from the M&S catalogue and providing a visual, digital journey mimicking that of an ‘in store’ experience, in a set up that would be found in store.
The app enhances the customer experience by providing customers with an easy way to browse home ware products and share items for a second opinion, before making a purchase (and that purchase itself can be made online, through the app or in store; whatever suits the customer best).