In Mexico, Intermoda brings together the "cream of the crop" of the industry every year at the largest business exhibition in Latin America, as its description clearly states if you "Google" it. Designers, producers, distributors, and buyers are all part of it, so we at Getmore couldn't afford to miss it.
While we are an e-commerce development agency and Shopify experts, the presentation titled “How to Increase Sales with Omnichannel Strategies” stole the spotlight among the conferences. Led by Antonio Martínez Bretón, Director of Shopify Plus Agencies in Latin America, along with Alejandro Moreno, Commercial Director of Getmore, it focused on the evolution of the retail industry and the importance of having a presence across different channels for a complete and effective shopping experience.
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What is meant by omnichannel?
Omnichannel, in short, is the integration of multiple customer touchpoints across different channels. One of these is the online store, which is commonly complemented by mobile apps, social media, physical stores, and customer service , for example.
The goal is to create a complete and unified user experience, so that users can move effortlessly from one channel to another, maintaining different interactions with the brand simultaneously.
What is the difference between omnichannel and multichannel?
Multichannel refers to the use of different channels to interact with customers. In this case, each channel operates independently.
On the other hand, an omnichannel approach is integrated, meaning that all channels are interconnected.
What is the omnichannel approach?
In Antonio's words, retail has transformed dramatically in the last twenty years. As he mentioned at Intermoda, it previously depended on a single channel: the physical store. We call this a unichannel approach.
Then came omnichannel commerce, which introduced other sales channels besides physical stores, such as the telephone, for example, and of course, the internet. At this point, sales were conducted through different channels, and therefore, to different audiences. It wasn't always possible to control the audience that received the information, and its impact wasn't measurable. In reality, whoever received the information might find it useful, or it might not. Now, that impact is measurable and controllable.
Through segmentation and market research, we can reach target users through different channels. “Omnichannel is the blending of these channels into a single shopping experience,” Antonio added.
The future after omnichannel
The foundation of unified commerce is: unified customer profiles and unified inventory.
In addition to the three previous steps in the evolution of channels, Antonio discussed a future approach, even more advanced than omnichannel. This is unified commerce, which takes omnichannel to the next level, putting the user at the center and offering a personalized mix of channels. This is achieved through a single platform that reflects all customer data across different channels, such as interaction types and payment histories, to create better, more personalized sales strategies.
Components in Shopify Plus to sell more
The better experience you can give the user, the more you will sell.
Antonio also spoke about a lesser-known component of the Shopify experience: the POS , or Shopify Point of Sale. When we think of a point of sale, we usually picture the payment terminal, but the beauty of the POS is that if you already have an online business and use Shopify's POS, you can also use it to process payments in physical stores and centralize inventory levels.
How does it work?
Whether it's a small business or a company with fifty branches, this lets you know who's buying from you and their purchase history, whether online or in-store (or both). With this information, you can analyze your customers to make better sales decisions, personalize the experience for each one, and encourage repeat purchases.
In summary, this component represents the final step in the evolution of omnichannel retailing to deliver the best experience.
Omnichannel sales results
Furthermore, by offering an omnichannel experience, 75% of shoppers could become repeat customers. But that's not all; your average order value could increase by 15%, and your customer retention could be 10% higher.
Keep in mind that, by having clarity and sufficient information about your users and your buyers, you could reduce your operating costs by up to 10%.
Benefits of omnichannel
1.- Improving the customer experience
Omnichannel strategies ensure that customers receive consistent messaging, product availability, and customer support across all channels. For example, a customer might start shopping on an app on their phone, continue on a computer, and complete the purchase in a physical store.
2. Increased customer loyalty
By offering a consistent experience across different channels, you can build stronger customer relationships. When customers feel valued and understood, they are more likely to remain loyal to your brand. An omnichannel approach helps create personalized interactions, resulting in greater customer satisfaction.
3.- Higher sales and conversion rates
This type of strategy allows companies to better understand their customers and where they are, whether on social media, via email, or in a physical store. By offering multiple purchasing options and personalized recommendations, you can increase your conversion rate and overall sales.
4. Data-based information
Among the many benefits of an omnichannel strategy, it also allows you to collect and analyze data from all customer interactions across all channels. This data provides valuable insights into customer behavior, preferences, and trends, enabling you to effectively target your marketing and even product development efforts.
Conclusion
If you have an online store, it's important to invest in an omnichannel experience and consider the pillars of e-commerce to boost sales. At Getmore, we can guide you to success. Get in touch by clicking here .
