Steps to Developing an Omnichannel Retail Business

The growth of online/mobile information and commerce has many retailers finding challenges when maintaining a physical presence. The in-store experience is still an integral part of the buying process however, and is one of the most important elements in a customer engagement strategy.

Success requires brands to embrace various channels — both high-tech and no-tech — as part of what's commonly referred to as an omnichannel experience. The Harvard Business Review states that "… unless conventional merchants adopt an entirely new perspective — one that allows them to integrate disparate channels into a single, seamless omnichannel experience — they're likely to be swept away." Bain & Company points out how important it is that the in-store experience is part of this integrated strategy, citing that the number of items sold goes up by 50 percent when a consumer interacts with a sales associate.

There are a number of objectives brick-and-mortar retailers should remember when developing their omnichannel strategy, keeping the goal of increasing the relevance of the in-store experience in mind.

Today's consumers expect to be entertained, informed and engaged. The use of digital displays are an increasingly effective way of extending the online experience to the store, altering the look and feel of most retail spaces in the past few years. With over 10,000 clicks per day, Chrysler iShowroom kiosks are interactive digital signage solutions. Not only do these kiosks provide information sought by consumers, the systems also prompt them to learn more, stay engaged longer, stimulate emotions and add product excitement.

It's also critical that Chrysler's in-store staff reinforces and enhances other information channels (e.g., online research and mobile devices) that more and more consumers are accessing before, during and after visiting a retail establishment. According to BIGresearch, 89 percent of consumers making an in-store purchase have conducted online research prior to the purchase. Once consumers have the information, they want to continue the positive online experience in-store. This requires well-trained and knowledgeable staff and resources so consumers aren't left thinking they know more than the brand's employees.

Finally, it's essential that a brand's message stays consistent across the multiple communication channels in use. This requires a content management solution that provides the ability to make a single update that simultaneously changes content on all channels. The chief marketing officer of a major retail chain recently stated that the biggest challenge with omnichannel retailing is the time involved updating all of the various information feeds.

The inefficiency of separately updating every channel isn't only labor intensive, it also comes with the risk that content won't be 100 percent consistent between the various channels. An effective content management solution gives brands the power to deliver and manage campaigns with the touch of a button, integrating content between all channels and providing full and immediate control of messaging and campaign effectiveness.

Retail organizations are already using many, if not all, of the tools associated with omnichannel retailing. Unfortunately, these technologies are often developed in silos and not as part of an integrated communications strategy that allows each to enhance the others. Furthermore, the in-store experience and importance of sales associates is typically not even considered in the equation.

Retailers need to partner with an organization that will help them adopt and develop a customer engagement strategy that incorporates and manages every channel their brand uses to reach customers and prospects in a cohesive and seamless information stream, ensuring the consumer is engaged with the brand before, during and after the sale.

Jane Johnson is the senior vice president of sales and marketing at Wireless Ronin Technologies. Jane can be reached at jjohnson@wirelessronin.com.