Omni Channel Retailing

Omni Channel Retailing is the current long-term direction that retailers are going forth with. It basically is the process of integrating all aspects of a retailer into one accessible unit for customers to shop. This is the current way to combine a brick and mortar location with online sales, social media, distribution, and mobile phone apps. By cohesively allowing customers to shop any location, by any means available, sales are maximized exponentially.

Simply put, a customer can purchase merchandise online, or from their phone by searching your company website. The products available come from your distribution channels, and in stock inventory within any of your stores. A customer has the ability to see what your on hand inventory is, make the appropriate purchase, and then decide how they will get the product. The options are usually pick up in store, deliver to home, or deliver (from the distribution center) to a store of their choice.

Omni Channel Retailing is a viable option, not just for the larger companies with hundreds of selling locations. It is actually a great way for smaller businesses to compete with these big box stores as customers have better access to a wider range of your merchandise, when and where the customer needs it.

Having worked with larger companies just beginning these selling processes, I was able to experience their growing pains first hand. The hardest obstacle to overcome was ensuring the proper on hand inventory, so when a customer placed the order we could quickly fulfill it.

I saw too many unhappy customers place an in store pick up order, show up thirty minutes later, only to find out we didn’t actually have their product in stock. Not only were they put out by the inconvenience of needlessly driving to the store, but also they still had to figure out how to get the merchandise they wanted to buy.

As we progressed with the process, we started taking a better approach to our on hand accuracies. As a result, our sales increased, as did our customer satisfaction. Through Omni Channel Retailing, we were able to reach a whole new customer base and increase our sales in ways we never dreamed we could.