Learn why your Shopify store needs an omnichannel strategy to grow.
In today’s fast-paced digital world, it is essential for eCommerce businesses to cater to their consumers’ needs on various channels to remain competitive. E-commerce businesses today
face the challenge of meeting consumers where they are most – on multiple channels. As a result, implementing a robust omnichannel strategy has become vital for businesses to succeed.
If you’re a Shopify store owner looking to enhance your brand’s reach and drive more sales, you’re in luck. In this comprehensive guide, we will walk you through the process of creating a winning omnichannel strategy for your Shopify store.
What is omnichannel commerce and why is it important?
Omnichannel commerce is a sales approach that focuses on providing a seamless and integrated shopping experience for customers across all channels and touchpoints. It involves combining various marketing and sales channels, such as social media, marketplaces, physical stores, mobile apps, and websites, to create a unified brand experience for customers.
In today’s highly competitive e-commerce landscape, businesses that adopt an omnichannel commerce approach are better positioned to succeed and thrive. By providing a seamless and integrated shopping experience across all channels, businesses can attract and retain customers, build brand loyalty, and increase sales and revenue.
According to a survey by the Harvard Business Review, 73% of consumers use multiple channels during their shopping journey, and businesses that engage customers across multiple channels see a 90% higher customer retention rate compared to those that don’t.
Omnichannel commerce offers a number of benefits for businesses, including:
- Improved customer experience: By providing a consistent and seamless experience across all channels, businesses can improve customer satisfaction and loyalty.
- Increased customer engagement: Omnichannel commerce allows businesses to engage customers at every stage of the customer journey, from awareness to post-purchase.
- Enhanced brand reputation: By delivering a cohesive brand experience, businesses can strengthen their brand reputation and create a positive perception among customers.
- Higher sales and revenue: Omnichannel customers tend to spend more and make purchases more frequently than those who shop through a single channel.
How is omnichannel different from multichannel?
Omnichannel and multichannel are often used interchangeably in the retail industry, but there are some key differences between the two approaches.
Multichannel retailing refers to the practice of selling products through different channels, such as a physical store, online store, social media, or marketplaces. On the other hand, omnichannel retailing takes this a step further by providing a seamless and integrated customer experience across all channels.
In multichannel retailing, each channel operates independently, and customers may have different experiences across different channels. For example, customers may receive different pricing or promotions when shopping online versus in-store. There may also be inconsistencies in product availability or return policies across different channels. This can lead to a disjointed customer experience, which can negatively impact customer loyalty and sales.
Omnichannel retailing, on the other hand, aims to provide a consistent and personalized experience for customers across all channels. This means that customers can seamlessly move between channels and still receive the same level of service and attention.
For example, a customer can start browsing products on a website, then continue shopping in a physical store and still have access to their shopping cart and purchase history. This level of integration requires a robust and interconnected infrastructure that enables data to flow seamlessly between channels.
Ultimately, the main difference between multichannel and omnichannel retailing is the level of integration and consistency in the customer experience. While multichannel retailing can be a good starting point for businesses, an omnichannel approach can help increase customer satisfaction, loyalty, and sales.
Benefits of including an omnichannel commerce experience in your Shopify store
Implementing an omnichannel commerce strategy for your Shopify store can offer numerous benefits to your business. Here are four key benefits of omnichannel commerce:
1. Better customer experience
When customers have a positive experience with a business, they are more likely to return for future purchases and recommend the business to others. With an omnichannel approach, businesses can offer a seamless experience across all channels.
For example, customers may start browsing products on a website, add items to their cart, and then complete the purchase in-store or through a mobile app. This creates a cohesive shopping experience and enhances customer satisfaction. In fact, businesses with strong omnichannel strategies retain an average of 89% of their customers, compared to only 33% for those with weak omnichannel strategies.
2. Increase in sales and traffic
By offering customers the flexibility to shop on their preferred channel, businesses can increase traffic to their Shopify store and boost sales. In fact, according to a study by Harvard Business Review, customers who shop across multiple channels have a 30% higher lifetime value than those who shop on a single channel.
An omnichannel approach can also help businesses reach new customers who may prefer to shop on different channels. For example, a business that only sells products in-store may miss out on online shoppers who prefer the convenience of shopping from home.
3. Boosted customer loyalty
When customers have a positive experience across all channels, they are more likely to become loyal customers who return to the store for future purchases. In fact, according to a survey by Salesforce, 80% of customers say that the experience a company provides is just as important as its products or services. An omnichannel approach can help businesses foster long-term customer relationships by providing a consistent and convenient experience across all channels.
4. Better data collection
Collecting data across all channels can provide valuable insights into customer behavior and preferences. For example, a business may notice that customers who browse on their website but complete the purchase in-store tend to spend more than those who only shop online.
This data can inform future marketing and sales strategies, such as offering targeted promotions to customers who have abandoned their cart online but have previously made purchases in-store. In fact, businesses that use data to personalize the customer experience see a 19% increase in sales on average.
Omnichannel ecommerce examples from real brands
What does an effective omnichannel strategy look like in practice?
In this section, we will explore some successful examples of businesses that have leveraged omnichannel commerce to deliver a seamless customer experience and grow their bottom line.
By examining their strategies and tactics, you can gain valuable insights into how to implement your own successful omnichannel strategy for your Shopify store.
1. Nike
Nike is a leading example of a business that has mastered the art of omnichannel commerce. With a seamless shopping experience across multiple channels, the sportswear giant offers its customers the freedom to shop in-store, online, and through their mobile app. Here are 3 ideas that helped Nike achieve this:
Efficient use of technology
Nike’s success can be attributed to its use of technology to seamlessly integrate its various channels. For example, the company’s mobile app allows customers to access their online shopping history and preferences, making it easier for them to find products that match their interests and style.
Additionally, the app offers in-store features such as scanning barcodes to see product information, availability, and reviews. This integration between online and offline channels helps to create a unified experience that customers appreciate.
2. Better data collection
Nike’s omnichannel approach has also allowed the company to gather more data about its customers, which it uses to create more targeted and effective marketing campaigns. By collecting and analyzing data from multiple channels, Nike gains a more comprehensive understanding of its customers’ behavior and preferences, enabling it to create more personalized offers and recommendations.
3. Social media engagement
Another key aspect of Nike’s omnichannel strategy is its focus on social media. The company has a strong presence on platforms like Instagram, where it engages with customers and promotes its products through influencer partnerships and user-generated content. This approach not only helps to build brand awareness but also creates a sense of community among Nike’s customers.
As a result of its omnichannel approach, Nike has seen significant growth in both sales and customer loyalty, reporting a 30% increase in online sales and a 40% increase in its membership program. The success of Nike’s omnichannel strategy demonstrates the importance of providing a convenient, personalized shopping experience across multiple touchpoints to drive sales and increase customer satisfaction.
2. Sephora
Sephora, a global beauty retailer, has also embraced omnichannel commerce by offering a range of online and in-store experiences for customers. By offering a seamless and personalized shopping experience across multiple channels, Sephora has been able to meet the needs of its diverse customer base. Here are 3 ideas that helped Sephora achieve this:
Effective use of customer data
One of the key features of Sephora’s omnichannel approach is its use of data. The company collects and analyzes data from multiple channels to gain a better understanding of its customers’ behavior and preferences. This allows Sephora to create targeted marketing campaigns and personalized product recommendations that increase customer engagement and drive sales.
Consistent brand experience across all touchpoints
Another important aspect of Sephora’s omnichannel strategy is its focus on creating a consistent brand experience across all touchpoints. Whether customers are shopping in-store, online, or through the mobile app, they can expect the same high-quality customer service and product offerings.
This creates a sense of trust and loyalty among customers, which leads to increased revenue and repeat business. Moreover, customers can also book appointments with beauty advisors in-store or online. This approach has resulted in increased customer loyalty, with the company reporting that omnichannel customers spend 2.5 times more than single-channel customers.
Effective use of technology
Sephora has also leveraged technology to create a more convenient shopping experience for its customers. For example, the Sephora Virtual Artist feature allows customers to try on makeup virtually using their mobile device’s camera. This feature not only helps customers make more informed purchase decisions but also enhances the overall shopping experience.
3. Starbucks
Starbucks has nailed it when it comes to omnichannel commerce, with its mobile app serving as a prime example of how businesses can use technology to create a seamless and convenient shopping experience. In addition to ordering and paying for drinks through the app, customers can also earn rewards and receive personalized offers based on their previous purchases.
Here are 3 ideas that helped Starbucks achieve this:
Mobile app integration
One of the key features of the Starbucks mobile app is its integration with the company’s loyalty program. Customers can earn points for every purchase made through the app, which can be redeemed for free drinks, food, and other rewards. This incentivizes customers to use the app for their purchases, which in turn helps Starbucks collect valuable data on customer behavior and preferences.
Consistent brand experience
Starbucks has also been successful in creating a consistent brand experience across all its channels. Whether customers are ordering online or in-store, they can expect the same high-quality products and customer service. This creates a sense of trust and loyalty among customers, which is reflected in the company’s strong brand reputation and customer loyalty.
Focus on social media engagement
Another important aspect of Starbucks’ omnichannel strategy is its focus on social media. The company has a strong presence on platforms like Instagram, where it engages with customers and promotes its products through influencer partnerships and user-generated content. This approach not only helps to build brand awareness but also creates a sense of community among Starbucks’ customers.
How to build an omnichannel commerce strategy for your brand?
To create an omnichannel strategy, businesses must focus on understanding their customers’ preferences, behavior, and needs. This includes collecting data from all channels, including social media, email, and in-store interactions. Businesses must ensure that they provide a consistent and seamless shopping experience across all channels. This can be achieved by using a unified platform that integrates all channels and provides customers with a personalized shopping experience.
Creating an omnichannel commerce strategy for your Shopify store can seem overwhelming, but following a few key steps can help you get started:
1. Understand your customer
Start by understanding your customer’s preferences, habits, and pain points. By collecting data from different channels such as your website, social media, and in-store interactions, you can gain valuable insights into your customer’s behavior. This knowledge can help you tailor your omnichannel strategy to serve your customers better.
2. Choose the right channels
It’s crucial to identify the channels where your customers are most active and engaged. You can use analytics tools to identify the most popular channels, such as social media platforms, email, SMS, or your website. This can help you reach your target audience more effectively and efficiently.
3. Define the purpose of each channel
Each channel should serve a specific purpose that aligns with your overall business goals. For instance, social media could be used for customer engagement, while email may be used for promotional purposes. By defining the purpose of each channel, you can create a more focused and effective omnichannel strategy.
4. Connect all channels
Connecting your channels is crucial to delivering a consistent and seamless customer experience. After identifying your channels and their purposes, it’s essential to integrate them effectively. Make sure your messaging and branding are consistent across all channels to provide a seamless experience for your customers. For example, if you have a sale on your website, make sure it’s reflected on your social media platforms and in your email campaigns.
5. Leverage technology
Leverage technology to track your customers’ journey across different touchpoints, such as browsing your website, interacting on social media, or making a purchase in-store. Customer data platforms can help you integrate data from different channels to provide a personalized experience for each customer. By using these tools, you can better understand your customers’ behavior and preferences and deliver tailored messaging and offers across multiple touchpoints.
6. Maintain and optimize your channels
After implementing your omnichannel strategy, it’s crucial to regularly monitor and maintain your channels. Keep a close eye on your channels to ensure that your messaging and purpose continue to align with your customers’ needs.
Analyze the success of each channel using analytics tools and adjust your strategy accordingly. Regularly updating and optimizing your omnichannel strategy will ensure that you continue to provide a seamless and personalized shopping experience for your customers.
By following these steps, you can create an effective omnichannel commerce strategy for your Shopify store. Remember to prioritize your customers’ needs and preferences, choose the right channels and purpose for each, connect them seamlessly, and maintain them to ensure success.
7 Strategies for creating a winning omnichannel experience
Creating an effective omnichannel experience requires more than just connecting your channels. Here are some strategies to consider to help you provide a seamless and personalized experience for your customers:
1. Build a mobile-friendly website
With more and more customers using their mobile devices to shop online, it’s crucial to have a website that is optimized for mobile. This means designing a website that is easy to navigate on a small screen, with fast loading times and clear calls to action. Your website should also be responsive, meaning it automatically adjusts to fit the screen size of the device being used. By providing a seamless mobile experience, you can increase customer satisfaction and reduce cart abandonment rates.
2. Segment target customers
Not all customers are created equal, and it’s essential to tailor your marketing efforts to specific segments of your customer base. By segmenting your target customers based on factors such as demographics, interests, and purchase history, you can create personalized experiences that are more likely to resonate with each group. This can include targeted email campaigns, personalized product recommendations, and customized landing pages.
3. Apply customer journey mapping
Customer journey mapping is the process of visualizing the steps customers go through when interacting with your brand. By mapping out each touchpoint and identifying areas of friction or opportunity, you can improve the customer experience at every stage of the journey. This can include optimizing your website navigation, streamlining your checkout process, and providing relevant content at each stage of the funnel.
4. Optimize purchase experience
The purchase experience is one of the most critical touchpoints in the customer journey, and it’s essential to make it as smooth and seamless as possible. This can include offering multiple payment options, simplifying the checkout process, and providing clear and transparent shipping and return policies. By removing barriers to purchase, you can increase conversion rates and customer loyalty.
5. Use social media to boost customer engagement
Social media platforms such as Facebook, Twitter, and Instagram offer a powerful way to engage with your customers and build brand awareness. By creating engaging content, responding to customer inquiries and feedback, and running targeted advertising campaigns, you can build a loyal following and drive traffic to your website.
6. Launch a mobile app
Mobile apps offer a convenient and personalized way for customers to interact with your brand. By launching a mobile app, you can provide customers with features such as personalized product recommendations, in-app purchases, and push notifications. This can help to increase customer loyalty and drive repeat purchases.
7. Invest in a marketing stack
A marketing stack is a set of tools and technologies that work together to automate and optimize your marketing efforts. This can include tools for email marketing, social media management, customer relationship management, and analytics. By investing in a marketing stack, you can streamline your marketing efforts, improve customer targeting and segmentation, and track your results in real time.
Ready to explore the power of Omnichannel for your Shopify store?
Implementing an effective omnichannel strategy is essential for businesses to stay competitive in today’s market. Meeting customers where they are across all channels is crucial, but it’s not enough on its own. To truly excel, businesses must gather customer data and offer personalized experiences.
That’s where Flits comes in. Flits can help brands implement social login, a feature that makes it easier for customers to sign up for the customer account page. By integrating social login, businesses can connect all their channels, making it easier to approach customers and offer tailored omnichannel experiences.
Investing in an omnichannel strategy and leveraging tools like Flits can help businesses drive sales, increase customer loyalty, and ultimately grow their business. Don’t miss out on the opportunity to differentiate your brand and drive growth – start implementing an omnichannel strategy with Flits today for your Shopify store.
Don’t miss out on the opportunity to differentiate your brand and drive growth.
