What’s the next step for multichannel retailers?

Today’s multichannel retailers need to embrace integrated marketing technologies in order to have a single view of their customers and their shopping journeys across both physical and digital touchpoints.

Establishing an effective multichannel strategy was an important part of the retail evolution in 2016, but it won’t be enough for this year.

“It’s worthwhile paying attention to these cross-channel shoppers”

Claire Davenport, managing director at VoucherCodes.co.uk, part of coupon company RetailMeNot says: “Retailers now operate in a world of tech-savvy, channel-agnostic consumers who expect an experience with any brand to be seamless across mobile, web and in-store.

“Facing ever-decreasing brand loyalty from consumers, retailers can win through the coherence and quality of service across all consumer touchpoints.”

It’s worthwhile paying attention to these cross-channel shoppers.

A recent report from Worldpay found consumers who shop both in-store and online are likely to spend between 50-300% more than consumers who shop through one channel only.

“There are, of course, barriers within organisations that will prevent an immediate shift to a truly omnichannel approach, however, smart companies are plugging the gaps in their offering by working with third-party providers who are able to provide technological and data-driven solutions,” Davenport says.

VoucherCodes.co.uk leverages location technology to analyse consumer shopping behaviour and demonstrate the impact of digital content on physical retailing, which Davenport says “has become incredibly effective in allowing retailers to connect the dots between digital spend and online footfall, after all location is to mobile what the cookie is to desktop.”

“Retailers who can create an omnichannel shopping experience for their shoppers will thrive,” she concludes.

“Online and offline siloes will need to work as one unified retail team in order to succeed in 2017 and beyond.”