We will not mention that mobiles are this and that widespread, or that it is important to focus on omnichannel since e-commerce has increased nearly 20 % the last year in Sweden. This isn’t anything new for most of you. Instead, we will focus on important thoughts and ideas that you can bring in to your future and ongoing projects.
Focus on the Customer
Omnichannel is about, with the customer in focus, offer a seamless experience cross all channels.
Here in Sweden, we are among the most connected consumer in the world, and we want to decide when, where, and how we should shop.
The customer is always right, in combination with omnichannel focus, is that the right customer gets the right product, at the right time, through the right channel.
Feature in all Channels
A large part of the customers are now webrooming, checking out the product online to end up going to the store to buy it, and the opposite, showrooming, checking out the product in the store to later on ordering it online. Make it easy for those customers to find your store, despite which channel they prefer to view or shop in. QR codes at product tags, and reserving the product to pick it up and pay in the store are just a few examples of how you could make it easier for the customer.
Show your product range, customers will expect to be able to browse your products at the web site even if you don’t offer e-commerce today. And if you only have a limited product range in the store, offer the customer easy access to the online shop.
There are a lot of reports showing that the chance increases for a transaction if you ca reach a customer through several channels.
Same Price – Different Channels
The goal should be the same price in all channels. A lower web price will probably drive your customers from the store to the web. That will create an irritation in the store why the same price isn’t offered there.
Having a higher price online, deliberately or not, can have the effect that customers won’t even show up to the physical store since they have been “scared” away on the web.
You should of course be able to work with store unique campaigns in some cases, but the general idea should be same price. Some reasons can be store balance, delivery times, and others that are not the same for different channels or stores. Other examples are fees for delivery and expedition, where you need to adapt different models depending on channels. You should consider the effect though that this will have on the customers. Same prices in all channel is the optimal way.
Next Part
Next time I will focus on the possibility to deliver at the customer’s demands, charging the right way and that a customer should be the same customer in all systems.
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