Online retail giant Amazon recently opened a brick and mortar bookstore in Seattle. For years retail has trended away from the traditional storefront to online shopping. However, retailers are realizing that physical locations work in synergy with e-commerce platforms.
Omnichannel retailing combines the universal access of online sales with the personal connection to a customer through the in-store experience. For large retailers with capital and resources this universal strategy makes sense, but how can a small retail enterprise compete in this environment?
Small independent retailers should ask three questions evaluating their competitiveness in an Omnichannel environment.
Is my online presence up to date?
Small retailers often have meticulous storefronts to entice and serve customers. However, as consumers do research online before they shop, your online storefront must be up to date. Your website is an excellent place to start making sure the design is contemporary, displays well on mobile devices, and uses customer focused navigation. Your online presence also includes review sites like Yelp, social media pages on Facebook and Instagram, and having correct information on Google Maps. Conducting an inventory and review of each of these platforms should be a regular business practice.
Are my business processes integrated?
Recently I stopped in a local store prompted by a coupon I found online. When I showed the cashier the coupon on my phone, she said I had to have a paper copy in order to give the discount. No longer are online shoppers a discrete customer segment from in-store shoppers. From pricing to promotions, businesses must make sure that the customer experience is seamless from online to the check-out line. Mapping the customer experience from different points of entry to final sale will help you identify potential gaps in service that may cost you valuable sales.
Where are opportunities for growth?
Retailers have more information about their customers than ever before, but it’s often hard to find time and resource to analyze what the data are telling you. Perhaps your local customers would like access to a delivery service. Leveraging ride-sharing platforms, grocery stores and food co-ops are delivering ingredients for dinner in near real time. Are there after market services you are missing out on? Whether its accessories, maintenance, or customer support services, building an ongoing relationship with a customer is critical to differential yourself from your competition.
Coupling technology tools with great in-store experiences can help bring your business to the next level. However, omnichannel retailing requires a skilled workforce to execute. Retail workers must be more than just completing a transaction. Instead, every team member must be able to build positive customer relations, leverage technology, and provide feedback in the decision loop for the business to succeed.
In Snohomish County, retail is a major economic driver with over 1,100 businesses, 33,000 jobs, and over $1 billion in annual wages. Workforce Snohomish in collaboration with Everett Community College, Housing Hope, and local retail partners recently won one of 10 national grants to ensure our strong and vibrant retail workforce is ready to meet the changing face of the retail sector.
Ryan Davis is dean of business and applied technology at Everett Community College.
Talk to us
> Give us your news tips.
> Send us a letter to the editor.
> More Herald contact information.
