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BizReport : Ecommerce archives : August 24, 2016

Omnichannel retail strategy key to SME success

Small and medium-sized retailers in the UK are missing out on sales due to the lack of an omnichannel strategy, according to business management software development firm Anagram Systems.

by Helen Leggatt

With most consumers today using a combination of online and mobile research in their path to purchase, uniting the channels is key to getting ahead in retailing.

As well as ensuring consumers are provided with the retail channel that is most convenient for them, an omnichannel approach to retailing helps to grow sales and improve customer satisfaction.

"Businesses which cater for the fact that people now shop in different ways, moving between online and offline retail channels before making a decision, are providing the gold-standard shopping experience that consumers and business buyers now expect as standard and take for granted," says Andrew Morgan, Managing Director, Anagram Systems.

However, while larger retailers are increasingly moving ahead with their omnichannel strategies, recent research from RetailMeNot found that nearly 4 in 10 (38%) are struggling with consistency across all channels. That's despite 42% having restructured their business to bring online and in-store teams together and 30% transitioning to a combined retail team.

Tags: marketing, omnichannel ecommerce, retail, strategy, UK

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