Tech Advancements and Devices Help Deliver Seamless Experiences
Omnichannel integration is necessary to get the most out of any omnichannel retail strategy. Remember, the goal of embracing omnichannel is to connect and meet your customers where they are, whether that is looking for a new gizmo online, or visiting your store to grab one in stock. The rapid development of technology has given retailers the tools to achieve this integration.
Integration is a prime differentiator between omnichannel vs. multichannel retail efforts. There has always been tension between physical and digital commerce, but as consumers continue to place importance on convenience (along with price and selection) as a primary consideration, it’s essential to bridge that gap and smooth out the experience. By treating digital and in-store touch points as part of the same buyer’s journey, and eschewing a multichannel retail approach, retailers have effectively introduced new services (like curbside pickup) and improved the overall experience.
Embracing omnichannel integration means developing the strategy and tools to centralize data from all your sources to discover the best ways to meet customers where they are, provide the best service wherever they’re shopping, and balance inventory so they can always get what they want.
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Solutions for Implementing Omnichannel Integration
Technology and mobile-device powered associates help retailers create better customer experiences and deliver exceptional service. Any omnichannel strategy hinges on having the tech in place to ensure the in-store experience is as smooth and trouble-free as possible. A non-exhaustive list of devices to achieve this includes:
- Smartphones
- Handheld barcode scanners
- Self-checkout stations
- Self-help kiosks
- Mobile point-of-sale devices
- Barcode label or thermal printers
- Handheld mobile computers, with scanners
Brick-and-mortar locations will remain a critical element for retail winners in omnichannel. While an online presence (web, app, email, social media) is perhaps the most important point to start interacting with consumers, it won’t matter if the brick-and-mortar experience is lacking. Integrating both is essential for retailers to continue to thrive in today’s environment.
RFID For Visibility
Incorporating RFID is critical for complete inventory visibility, tying your team together, and eliminating friction points for consumers. In fact, implementing RFID might be the single most important piece of technology for omnichannel retailing efforts.
Using RFID impacts omnichannel integration through three primary areas.
- Inventory Management — Adding convenience for customers means delivering on the expectations for on-site shoppers. Accurate visibility on your entire inventory — preferably in real-time — helps associates find the wanted product wherever it is, and enable them to give customers accurate information on how to get it.
- Customer Transparency — A large percentage of omnichannel shoppers — some studies estimate up to 80 percent — research products online well before they venture into a store. This research goes beyond what it looks like or how it works; it includes whether that item is in stock, in the right size and color, before they decide to make the trip or purchase.
- Accurate Availability — RFID solves what is still a difficult problem for some retailers with omnichannel. A customer wants to order a specific item to be picked up at the store. The store’s inventory shows only two such items available, but have they been sold already? RFID, omnichannel integration, and the real-time visibility they provide eliminates this concern.
Let TRG Take the Wheel on Your Omnichannel Integration
At TRG, we empower your team to create seamless experiences for your customers with revolutionary technologies that execute omnichannel integration — from in-store to online, and beyond.
Mapping out the future of retail can be daunting, but let us worry about that. From plotting strategy, developing and executing digital transformations, and single-source deployment solutions to comprehensive managed services for repair and support, we tackle every challenge.
If you need answers about omnichannel retail strategy, connect with us today to discuss next steps or set up a meeting with our team at retail’s biggest show of the year — NRF 2023.