{"id":31800,"date":"2022-03-15T09:26:40","date_gmt":"2022-03-15T09:26:40","guid":{"rendered":"https:\/\/www.elixirr.com\/?p=31800"},"modified":"2025-10-31T10:43:39","modified_gmt":"2025-10-31T10:43:39","slug":"omnichannel-is-a-circular-journey","status":"publish","type":"post","link":"https:\/\/www.elixirr.com\/en-gb\/omnichannel-is-a-circular-journey\/","title":{"rendered":"Omnichannel is a circular journey"},"content":{"rendered":"\n

First, a little analogy:<\/strong><\/h2>\n\n\n\n

Jack makes widgets. He started making widgets in his garage about four years ago and it turned out he made really good ones. So, he started selling them online. By marketing his brand on social media he built up a good client base, attracted some attention and got himself some investors. But, the cost of online advertising has gone up and the pandemic has changed the retail marketplace. So, he\u2019s started doing pop-up stores and events and is searching for some high street retail space.<\/em><\/p>\n\n\n\n

Jill makes widgets. Jill spotted a gap in the market for widgets about four years ago. She found a designer and a supplier, got herself some angel investors and set up branded high street retail spaces, and a website. But, during the pandemic a lot of her in-store customers moved online. Now she\u2019s upping her digital game to keep them engaged with her brand and attract new customers. She\u2019s doing online events, using her retail space for online fulfilment, and working out how to best engage with and integrate both sets of customers.<\/em><\/p>\n\n\n\n

Jack and Jill have both realised that success in this post-pandemic retail landscape relies on offering a fluid branded experience to customers \u2013 whether their journeys begin in the digital world or in physical stores.<\/em> <\/p>\n\n\n\n

They are working hard to understand how to build an omnichannel experience, tying together their online and real-world income streams to cater to separate client bases and those who move between physical and digital. And all whilst making sure they keep getting widgets out the door.<\/em><\/p>\n\n\n\n

And you should be too<\/strong><\/h2>\n\n\n\n

According to a recent report by Shopify<\/a>, the number of consumers who look for products online and then go buy in-store, compared to those who browse a brick and mortar store and then buy online is nearly identical. Customers expect the same branded feel to the stores, access to sales advice, ease of purchase, and delivery and return options from both ends of the spectrum.<\/p>\n\n\n\n

Where to start with omnichannel<\/strong><\/h2>\n\n\n\n

What tools are available so that you can give your customers an integrated shopping experience and where should you start? <\/p>\n\n\n\n

Whether you come from digital or brick and mortar beginnings, building a community around your brand generates loyalty and customer data. This helps with targeting your marketing and, ultimately, boosting repeat purchasing. Increasingly, customers want to know your brand story \u2013 how you started, why you started and how you got to where you are now. This tells them that you share their values, like sustainability and ethical supply chains, etc. A great example of a brand community is Mob Kitchen<\/a>, an online food channel that uses reactions to their online content to help develop their recipe books. Online customer communities are a low-risk space to test new products and gather feedback, and can be linked directly into social commerce (sales on a social network channel). Social commerce is set to nearly triple by 2025.<\/a><\/p>\n\n\n\n

Social commerce<\/strong><\/h2>\n\n\n\n

Social commerce goes beyond social media posts with a \u201cbuy now\u201d button, and video is key to it. In-store retail assistants are being repurposed to lead scheduled online events, guiding groups of customers around a curated tour of what\u2019s in the shop, promoted and organised through the brand\u2019s social channels and communities. <\/p>\n\n\n\n

Scheduled one-to-one live video chats with personal shoppers who access both the individual\u2019s buying history and customer profiling to personalise the experience is termed \u201cvirtual clienting\u201d by high-end retailers, mirroring concierge or personal shopper services, but in the digital realm. Brands with brick and mortar stores are in the best position to capitalise on social commerce because they already possess the physical branded assets and the trained staff to create social media content.<\/p>\n\n\n\n

Done well, social commerce can bring the human interaction of high street shopping to the online experience. Clothing brands in particular are reporting engagement improvements with customers using video. Why? Retail assistants can better answer questions about stock availability, sizing, fabrics and styles, which the customer wouldn\u2019t get through a normal website experience. <\/p>\n\n\n\n

Shirtmaker startup UNTUCKit reported that 88% of virtual customers purchase within 24 hours of a video chat using the HERO platform<\/a>.  <\/sup>But you don\u2019t have to be a tech-savvy luxury brand to take advantage of virtual personal shopping. Kids Talk, a family-run children\u2019s clothing store in Scotland, demonstrate this by using a simple booking form solution to schedule 1-2-1 in-store live chats on whatever platform the customer is familiar with, to share its 40 years\u2019 experience clothing newborns and infants<\/a>. <\/p>\n\n\n\n

The move to brick and mortar<\/strong><\/h2>\n\n\n\n

Conversely, digital-native brands are setting up brick and mortar stores in order to create live customer experiences that match their online offerings. This requires strategy, a community and a standout experience<\/a>. Online data is invaluable in deciding where to open your first store. Commercial real estate firm JLL forecasts that online retailers will open the doors to a minimum of 850 stores by 2023 in the US alone. New York (SoHo in particular) emerges as the top city for both pop-ups and first permanent locations for digital-native brands<\/a>. Equally, experimenting with pop-ups and in-store pick-up increases footfall from online customers. Digital brands have the advantage of an existing brand community and brand ambassadors. They can harness the novelty of using a shopfront as a physical billboard, whilst making sure it’s shareable with their online community. Furniture store Burrow takes this further in their new showroom for their digital-native brand. Their store is primarily an Instagram-friendly showroom divided into four areas with only one of them focused on sales, and the rest on experiencing the furniture and sharing it online<\/a>.<\/p>\n\n\n\n

Brands are beginning to see the value of physical stores in combatting new privacy laws such as the EU\u2019s GDPR and similar regulations in other parts of the world. It is no longer as simple for online businesses to gather user data, so getting customers into a store and gathering that data at the point of sale (POS), in person, can help to offset this loss. <\/p>\n\n\n\n

Companies that lack the resources to jump straight into the high street, or are uncertain which location is best for them, are using pop-up events, pop-in stores (temporarily leased spaces within existing, brand-compatible retail spaces) and eventually leased stores. Services like Brik+Clik<\/a> in the US are capitalising on this trend by opening retail specifically targeted at online companies testing out a physical retail space. <\/p>\n\n\n\n

How you reach your customers and how they reach you is becoming more closely integrated. The customer data you collect online helps you design targeted in-store experiences by knowing your customer better. Integrate your in-store POS with your e-commerce platform. Share the results, but be sure to identify which data points came from which source to better understand the user journeys your customers are taking. Upselling and cross-selling are easier to do online with automated recommendations at checkout \u2014 what\u2019s more difficult is training staff to do the same thing in-store without coming across as too pushy.<\/p>\n\n\n\n

The full omnichannel experience<\/strong><\/h2>\n\n\n\n

Customers want to have it all. In the US 55% of customers want to browse online and check stock availability before picking up from local stores. 67%<\/a> add extra items to their cart if they can pick up immediately. 51%<\/a> are significantly more likely to purchase if they can buy online, but return in-store if it isn\u2019t right for them.  Many online retailers are having to learn skills and techniques that, until now, only their bricks and mortar counterparts needed \u2013 and vice versa. As Doug McMillion, CEO of Walmart says \u201cUltimately, customers don\u2019t care about what channel they\u2019re shopping in or about how we deliver them a product or service. They simply know they\u2019re shopping with Walmart\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

First, a little analogy: Jack makes widgets. He started making widgets in his garage about four years ago and it turned out he made really good ones. 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https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2022\/03\/Omnichannel-479x287.jpg 479w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2022\/03\/Omnichannel-567x340.jpg 567w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2022\/03\/Omnichannel-767x460.jpg 767w, https:\/\/www.elixirr.com\/en-gb\/wp-content\/uploads\/2022\/03\/Omnichannel-1023x614.jpg 1023w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/> <div class=\"wp-component-card__preview-icon\">\n <span class='edwp-svg '><svg width=\"47\" height=\"47\" viewBox=\"0 0 47 47\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Articles <\/p>\n <a href='https:\/\/www.elixirr.com\/en-gb\/omnichannel-is-a-circular-journey\/' class='wp-component-card__title'>\n <h2>\n Omnichannel is a circular journey\n <\/h2>\n <\/a> <div class=\"wp-component-card__description\">\n First, a little analogy: Jack makes widgets. He started making widgets in his garage about four years ago and it turned out he made really good ones. So, he started… <\/div>\n <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 15 March 2022 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Retail <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link arrow wp-component-card__button\">\n Read more <span class='edwp-svg '><svg width=\"20\" height=\"20\" viewBox=\"0 0 20 20\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g id=\"Lg\">\n<path id=\"Vector\" d=\"M1.12509 9.50162H15.8648L9.43259 3.06941C9.374 3.0113 9.3275 2.94216 9.29576 2.86599C9.26403 2.78981 9.24769 2.70811 9.24769 2.62559C9.24769 2.54307 9.26403 2.46137 9.29576 2.38519C9.3275 2.30902 9.374 2.23988 9.43259 2.18177C9.54971 2.06535 9.70814 2 9.87328 2C10.0384 2 10.1969 2.06535 10.314 2.18177L17.8151 9.6829C17.8737 9.74101 17.9202 9.81014 17.9519 9.88632C17.9837 9.96249 18 10.0442 18 10.1267C18 10.2092 17.9837 10.2909 17.9519 10.3671C17.9202 10.4433 17.8737 10.5124 17.8151 10.5705L10.314 18.0717C10.1975 18.1871 10.0404 18.2522 9.87641 18.2529C9.79414 18.2534 9.71259 18.2376 9.63643 18.2065C9.56027 18.1754 9.491 18.1296 9.43259 18.0717C9.374 18.0135 9.3275 17.9444 9.29576 17.8682C9.26403 17.7921 9.24769 17.7104 9.24769 17.6278C9.24769 17.5453 9.26403 17.4636 9.29576 17.3874C9.3275 17.3113 9.374 17.2421 9.43259 17.184L15.8711 10.7518H1.12509C0.959309 10.7518 0.800312 10.686 0.683084 10.5687C0.565857 10.4515 0.5 10.2925 0.5 10.1267C0.5 9.96093 0.565857 9.80193 0.683084 9.68471C0.800312 9.56748 0.959309 9.50162 1.12509 9.50162Z\" fill=\"#1D0F25\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/button>\n <\/div>\n <\/div>\n<\/article>\n","_links":{"self":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts\/31800","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/comments?post=31800"}],"version-history":[{"count":1,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts\/31800\/revisions"}],"predecessor-version":[{"id":60634,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/posts\/31800\/revisions\/60634"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/media\/32133"}],"wp:attachment":[{"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/media?parent=31800"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/categories?post=31800"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/tags?post=31800"},{"taxonomy":"related_service","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/related_service?post=31800"},{"taxonomy":"related_industry","embeddable":true,"href":"https:\/\/www.elixirr.com\/en-gb\/wp-json\/wp\/v2\/related_industry?post=31800"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}