Omnichannel Approach in Retail

In this digital era, buyers are increasingly shopping through their desktops, laptops, mobile devices and thus retailers are gradually shifting towards omnichannel retailing which provides seamless shopping experience across stores and online channels.

retail omnichannel

What is Omnichannel (omni-channel)?

According to Techtarget, Omnichannel is a multi channel sales approach that seeks to provide customer with seamless shopping experience whether the customer is shopping online, via the telephone or in a physical store.

Omnichannel for Retailers

A true omni-channel solution is integrated in real time between channels and thus a customer service representative in store is able to immediately reference the customer’s previous purchase and preferences just as easily as the customer service on the phone. Customers would also be able to check inventory by store on the company’s website, purchase the item with a smartphone and pick it up at a physical store based on the customer’s chosen location.

Ideally, each company should develop its own unique omnichannel infrastructure that would involve stakeholders from IT, Marketing, Customer Service and Management. Ultimately the strategy should consist of a strategic plant to build a coherent and aligned experience across multiple platforms. As a relatively new emerging concept, it is good to start small and expand in the future.

Below is a short video clip of how Satya Paul, a luxury retailer in India, used an omni-channel approach supported by Microsoft Dynamics AX.

LS NAV Retail as an Omnichannel solution

Microsoft Dynamics is a line of integrated, adaptable business management solution that enables you and your people to make business decisions with greater confidence. Microsoft Dynamics has the same look and feel as Microsoft products and is able to automate and streamline financial, customer relationship and supply chain processes in a way that helps you drive business success.

To know more about omnichannel solution, contact us.