Why omnichannel?

Because the split between customers who prefer shopping online, and those that prefer offline is more or less even, with a slight preference (55%) still for the high street. But more and more shoppers are using the web as a virtual shop window then buying their products in the high street. But either they need the high street shops to shop online.


Two different trends: ROPO and Showrooming.

ROPO: Research Online, Purchase Offline.

Showrooming: shop/look offline to finally purchase online. The same consumer can use both trends, but depends on the categories and the need.

Fact based

  • Almost 2 by 3 consumers (62%) does showrooming: orientate in the offline shop and purchase online (cheaper).
  • 82% of Dutch shopper first orientate online before they shop in the high streets by tablet (26%), by mobile (29%) or by desktop (54%).
  • Shopping by tablet very populair: 34% of the consumers did purchase something by a tablet in the last three months.
  • 50% of the online buyers would like to pick up the products at a pick-up-point.
  • With the upcoming market of webshops and hereby insights in stocks, consumer wants to get more information as well offline in stores; so 39% wants to know the available store stock. It’s an upcoming trend initiate by companies like Booking.com or flight companies who gave insights in available rooms or seats.
  • Online loyalty is not great: just 5% of online consumers returns the webshop after their first purchase.
  • 72% of the high street shoppers uses a mobile while they are shopping. to get more information, check opinions of friends or to compare prices.

Reasons to shop online

ROPO: Price, ease (shop where you want and whenever you want) and wide offer of assortment.

Two most important things online shoppers want to see improved by retailer

  • Free or at least discounted shipping
  • Ease of return and exchanges

  • For both options you can see the importance of offering omnichannel. Sell online, service offline. By pushing service offline, it will be easier to get the interest of your client at other products.

    Just those facts shows already online and offline needs each other. To find your consumer, to let him find you, as well to give the experience in the total purchase proces he needs.

Experience is key

Great example is the cinema. In history it was for the people who didn't had a TV at home and during the last 30 years it had to deal with consumer behavior changes (like TV's in every house, videorecorder, illegal buying of DVD's and nowday's downloading of the newest movies).

At the moment it is more booming then ever. Just to add more experience (dolby surround sound, 3D view possibilities, unlimited memberships).

How to become best in class?

Below are the steps these top ranked retailers followed to achieve their omni-channel readiness:

Shift to a single transaction platform that unifies point of sale, e-commerce, and mobile commerce.

View e-commerce as the consumer touchpoint most fully integrated across channels.

  • Update the distribution center with material handling equipment and automation to speed fulfillment.
  • Re-design warehouse processes to handle different fulfillment methods, such as ship-to-store or ship direct to consumer.
  • Implement geolocation technology in and around the store.
  • Deploy social shopper check-ins to improve loyalty and customer satisfaction.
  • Have the ability to fulfill online orders both from inventory at warehouses and from stores. Forexample, Macy’s has enabled 500 stores to fulfill online orders.
  • Have the flexibility for customers to be able to buy, take delivery, and return items through any channel.
  • Deliver a consistent cross-channel experience for customers.
  • Build a social community around the company and brand.
  • Ability to choose the most efficient, cost-effective method to fulfill orders for consumers.