Today’s consumers have more choices than ever when it comes to researching and purchasing products but as ecommerce develops into Omni-channel retail, how will retailers need to adapt?

There is no doubt that online is driving the in store world.

Many consumers order the products they want digitally and then pick them up from the store at a time convenient to them. Others do their research online, often going to the point of finding what they want before they get to the store. This information is key to retailers as it can help them design shopping experiences that meet customers’ needs across all channels.

With the popularity of Click and Collect services on the rise, retailers will have to rely not only on stock information from their warehouses but right across their supply chains in order to meet this demand and enable customers to receive or collect their goods quickly.

Irrespective of how a business engages with it customers it should provide a relevant and consistent user experience. Consistency across all channels is key to providing a better shopping experience where no single channel detracts from another but all work together harmoniously.

How can ecommerce retailers adapt to Omni-channel and provide this consistency?

• Determine how different devices and channels work together across the business and ensuring that core retail applications such as fulfilment, PoS systems and supply chain, also communicate effectively with each other in order to meet the customer’s needs
• Adopt a customer-centric focus and prioritise engaging customers
• Embrace mobile platforms and modernise interactions with in-store shoppers. Customers are already using their smartphones whilst they shop but retailers have yet to get to grips with the full potential of this

Embracing Omni-channel retail doesn’t have to be a costly exercise. Retailers can look at adding new technologies to existing systems and connecting existing platforms together to ensure consistency across channels and maintain their customer focus.

So what is the future?

The calling card may have had its day as we see a rise in collection points at post offices and shopping centres. People can simply go and collect their parcel at a time that suits them rather than worrying that items will be delivered whilst they are out at work.

By removing the inconvenience and introducing flexible fulfilment and more sophisticated technology, retail businesses can embrace and succeed with Omni-channel retail.

Ecommerce sales are growing rapidly in Europe, with the UK at the top of the leader board, so retailers have no time to rest on their laurels. With this growth predicted to continue and consumers becoming even more impatient and less brand loyal, only those businesses that align their services to customers’ needs and do this consistently across all channels will ultimately succeed.

The supply chain and logistics is now every bit as important as your product and its route to these Omni-channel market places. In the past this aspect may well have been seen, at best, as a necessary evil or at worst not thought of at all – now its crucial to the success of making it in the world of Ecommerce world to get the delivery of your customer proposition in place on time and every time, without exception.