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BizReport : Advertising archives : October 29, 2014

Top 3 tips to improve multichannel strategy

Nearly three-quarters of consumers say they 'expect' to see in-store products on websites and about half say they want to be able to buy a product online and then immediately come to the store to pick it up according to research. This kind of cross channel experience, however, is causing some retailers to struggle.

by Kristina Knight

According to data out from nChannel during the 2013 holidays customer orders increased by 15% while total revenue increased more than 40%. Some of that increase can be attributed to online shopping and still more to the ability to shop online and then pick up in-store.

"Today's consumers are engaging with sellers in many different ways and they expect a level of service, simplicity and style in every aspect of their shopping experience," said Steve Weber, president & CEO of nChannel. "Extending offline business in an online market can present unique and very costly challenges, which is why nChannel has developed a solution that was designed specifically with the multichannel merchant in mind. We know the hurdles and our platform is making it easier for retailers to manage operations and uncover new opportunities."

nChannel's top 3 tips to improve multichannel operations:

First, create a deliberate online strategy that includes how the brand interacts with shoppers via social media as well as through a dedicated website. Ensure all contact points are consistent with brand message so that the customer experience is not hampered. nChannel's experts suggest processing orders quickly so that they ship the same day and communicate with shoppers about order status.

Second, track, track it all. Track inventory and track vendor purchasing so the brand knows when an item is hot and when something else is creating buzz.

Third, work with the best. nChannel's experts insist brands should select and use only 'best of breed' systems to track inventory, purchasing, order status and even financial management systems.

Image via Shutterstock

Tags: advertising, advertising strategy, multichannel advertising, multichannel marketing, nChannel

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