Is Omni-channel experience the future?
A lot has been said about the failing footfall for brick-and-mortar retailers due to the insurgence of e-commerce. The big question is: what can retailers do to stay relevant?
How consumer discover brands
We can all agree that in today’s digital age, consumers no longer discover brands through brick and mortar stores. Their first touch points are usually on social media feeds or that annoying banner ad that won’t close. In this light, brands without a substantial digital presence tend to lose out.
Introducing the Omni-channel retailing experience
A trend that has been picking up steam in recent years is the Omni-Channel retailing experience. To expound further here’s a definition from Shopify
” Omni-channel retailing is a fully-integrated approach to commerce that provides shoppers a unified experience across online and offline channels”
While some brands can thrive solely by having an online retail presence, that doesn’t mean the same model works for all other brands. Consumers in general still want to have that physical connection with the brand, being able to physically interact with the brand and have a touch and feel of the product. Thus, the onus on brands is to ensure they are in every part of the consumer journey.
Samsonite For Her Omni-Channel Concept Store
To dive into the subject even further, let’s explore Samsonite for Her, an Omni-Channel click retail concept store located at Paragon.
Being a “click-and-mortar” store, customers can explore and experience a curated collection of featured products at the store while also being able to access the brand’s full e-commerce catalogue through an interactive tablet. What’s cool is instead of carrying the items themselves, customers can choose to have their orders delivered home free of charge.
With this approach, it gives Samsonite customers the best of both worlds; having the chance to experience the brand first hand in a retail store while enjoying the convenience of online shopping.
On the side of the brand, It allows the brand to be proactive in getting in front of customers when and where they are likely to make a purchase; also on the logistics sense, it allows for more effective planning of stocks.