Page 77 - Demo

EMBRACING OMNICHANNEL: SAVVY STRATEGIES TO EMPOWER A BUSINESS Through an effective omnichannel strategy, your retail business can reach, engage and delight shoppers on every channel they use. RBy Vend Vice President at APAC Gordana Redzovski. etail activity has rebounded across much of Australia with shop floors vibrant and busy once again, but in a volatile environment where consumer habits and operating restrictions evolve regularly, the road ahead will be full of twists and turns. Retailers must implement savvy strategies that will help them engage and delight customers irrespective of the situation. Over the past six months, ecommerce and ‘click and collect’ have been important lifelines as retailers have dealt with social distancing restrictions. These functions will remain core to the mix of what creates sustainable retail, along with delightful, meaningful in-store experiences. That’s the value of an omnichannel approach, in which a strategic ecommerce presence is the halo around the physical store crown. If you’re yet to unleash the full potential of an omnichannel strategy, here are a few considerations to get you started. In-store safeguards While health and safety remain pressing concerns, before you can generate consistent sales your customers must feel comfortable visiting your store. So, ensure your store layout adheres to social distancing restrictions, put posters and decals on the walls and floor so shoppers know what to do and where to stand, and make sanitiser easily accessible. With safeguards in place, ensure that you clearly communicate your in-store health and safety measures across multiple channels, including your website, social media and physical signage. After all, 61 per cent of consumers surveyed prefer to shop at retailers with a physical location rather than those who solely operate online, so give them every incentive to visit yours by creating a safe in-store environment. It’s inevitable that some, especially those who are vulnerable health-wise, will still be reluctant to visit, but that’s where your omnichannel approach is invaluable. Owning omnichannel While the recent lockdowns have induced a spike in ecommerce, delightful in-store experiences are still essential – especially so considering online sales in Australia account for only 12.3 per cent of total retail spend. Through an effective omnichannel strategy, your retail business can reach, engage and delight shoppers on every channel they use. For instance, listing your in-store inventory online, developing loyalty programs, enhancing your ecommerce store, introducing click and collect, and using targeted social media marketing provide a holistic presence that caters to any customer, however they prefer to shop. Provide alternative, contactless delivery options The pandemic has accelerated the use of alternative delivery methods such as click and collect and drive- up services, up 30 per cent since last year. Driven largely by customer demand, contactless delivery options give greater flexibility, control and convenience, allowing shoppers to get their goods faster without having to rely on a postal network still contending with a delivery backlog. Offering a contact-free click and collect service is not only convenient for shoppers, but it also reassures them that their wellbeing and convenience is a priority. Click and collect also has benefits for physical store traffic, with the potential to drive in-store footfall and increase in-store sales through upselling. As a result, it’s a seamless way to tie together your online and in-store presence. To ensure the customer experience is seamless and minimise the need for storage, utilise a point- of-sale system that can keep track of orders and notify customers when their order is ready for collection. As consumers search for ways to shop that are delightful, meaningful and personalised, retailers must understand the importance of evolving to stay relevant and competitive. While omnichannel might sound like a strategy of the future, the pandemic and rapidly evolving consumer habits mean savvy retailers are building their operations around it today. So, as you look to grow and thrive today and into the retail spring, consider how an omnichannel presence can empower your business. PRODUCTIVITY About Gordana Redzovski Gordana Redzovski is Vice President for APAC at Vend, leading the cloud retail productivity and intelligence platform’s presence across the region, including in New Zealand, where the company was founded, and Australia, its largest market. About Vend Vend lets retailers run their business in-store, online and on the go. Used in more than 25,000 stores in 140 countries, Vend integrates with business applications including Afterpay, Square, Shopify, Commonwealth Bank of Australia, MYOB, BigCommerce and WooCommerce. For more information, visit vendhq.com/au. OCT, 2020 RETAIL WORLD 75