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The Digital Business Kit for Retailers


Learning Outcomes

Retailers will understand the different technology and strategies that can assist their retail businesses to begin or improve selling their products and/or services online. [printfriendly]

mod-arrow Omni-Channel Retail

Omni-channel retailing model

This is an evolution of Multi-channel retailing but is concentrated more on a seamless approach to the consumer experience through all available shopping channels, such as mobile internet devices, computers, bricks-and-mortar, television, video, radio, direct mail, catalogue and so on. Retailers are meeting the new customer-demands by deploying specialised supply-chain strategy software.

The customer experience flows across all of the sales and marketing options from online, video, customer service, loyalty rewards, etc. to optimise engagement and purchasing. How selling online will continue to change is important for retailers to understand. As an example, with 175 years in the Australian retail landscape and beginning postal orders as early as 1890, even David Jones is engaging in the Omni-channel model…

David Jones’ general manager of marketing in digital and advertising Adriane McDermott said “what we were hearing from our customers was that they wanted to be entertained”. “They wanted to get what they want when they wanted it, not when we wanted to give it to them. They wanted to be inspired, to participate with our brand….Customer expectations have absolutely accelerated what we do. So partly, to respond to that, is the transformation that our marketing and our online strategy really embarked on. I call it, moving from ‘acquisition marketing’ to ‘relationship marketing’ McDermott said. (Source: Appliance Retailer)

What is Multi-channel retailing?

Multi-channel retailing is the original retailing, the bricks-and-mortar store, supported by flyers, posters, radio, TV campaigns and brochures. Some retailers even rely on professional advertising or creative agencies. Thanks to multi-channel retailing, today we can now add websites, social media and e-commerce sites to the mix. Thus, we call this Multi-channel retailing.

Try the Omni-channel experience

Omni-channel retailing is a step above Multi-channel retailing. With the latest technology, your customer’s shopping experience and purchasing are seamlessly integrated every step of the way. Omni-channel retailing is about the brand experience irrespective of what channel the customer uses. Apple is one company that uses Omni-channel retailing to its advantage.