Why Companies Should Adopt An Omnichannel Sales Strategy

Businesses need to adopt omnichannel sales strategies to connect with customers, increase foot traffic, drive sales, and survive in the digital age.

The retail sector is constantly changing. Large businesses recognize that the sector is increasingly competitive, in part, due to technological innovations, customer expectations and changes in purchasing habits. For those who cannot adapt and react to these challenges, it will be increasingly difficult to develop and survive in the sector.

The companies that can thrive are those that strategically respond and adapt to digital trends by creating better customer selling experiences and modern supply chains, as well as using omnichannel selling strategies. The omnichannel experience allows businesses to increase their availability, improve sales and traffic, and incorporate digital touch points.

What Benefits Does An Omnichannel Strategy Bring To Ecommerce?

An omnichannel strategy improves the customer experience (CX) and increases the number of sales channels, from mobile, web or in physical stores. By having several marketing channels, sales and traffic will increase. In fact, omnichannel customers spend 15-30% more than customers who use one or more channels. According to a joint study by Google, Ipsos, MediaCT and Sterling Brands, 75% of consumers are more likely to visit a physical store if they have been able to consult information about commerce on the web. By using multiple channels, omnichannel commerce not only increases revenue from online sales, but also drives traffic to stores and increases their profits.

In addition, Enreach’s Omnichannel Contact Center adapts to all sectors and, in ecommerce, allows consumers to initiate and complete purchases in different channels. Customers can check the availability of an item and reserve it online to pick it up at the nearest store. Thanks to constant information, a better sales experience is created for customers, since businesses can develop a relationship and interact with them on a more personal and immediate level through various channels.

Another study from Harvard University found that omnichannel customers are also more likely to use retail channels, specifically digital touch points. For instance the use of mobile applications. Likewise, the study, which analysed data from 46,000 buyers, concluded that omnichannel customers provide more value than those who use a single channel.

To thrive in the competitive retail industry, merchants need to create omnichannel selling strategies that go beyond simply serving online or in-store. Instead, they should provide an integrated and seamless shopping experience so that customers continue to come to physical stores, but also consume through other online channels (for example, WhatsApp, SMS, WebChat, Click&Talk or email).

The success of an omnichannel sales strategy is not limited to having a physical store and online presence, but rather begins when retailers complement their strategy with the latest digital touch points and drive sales by offering content to customers at the right time and place.

In general, the retail industry is competitive and constantly changing. In addition, it is subject to different pressures, both competitive and technological and of other types. The rivalry is greater than ever, as digital forces are changing the way we shop and consumer-buying habits are more austere. The retail landscape is changing and its players have to find innovative ways to respond to digital transformation, consumer behaviour patterns and other challenges. In this sense, omnichannel sales have proven to be an effective solution.

How To Offer An Omnichannel Sales Experience

Offering an omnichannel sales experience is quite a challenge. It is necessary for businesses to create several contact points, standardize their (CX), associate their physical store and their online store, and improve the sales experience of each customer, all in one place.

This is not an easy task, especially when all this information is found in data silos. For example, a merchant may have an internal legacy system that needs to integrate with a mobile app or CRM system, social media platform management system, etc. In this way, businesses are forced to combine different applications, systems and processes.