{"id":28056,"date":"2020-08-28T10:03:55","date_gmt":"2020-08-28T17:03:55","guid":{"rendered":"https:\/\/paladinpointofsale.com\/retailscience\/?p=28056"},"modified":"2025-09-22T15:17:25","modified_gmt":"2025-09-22T22:17:25","slug":"omnichannel-retail-strategy-more-than-sales-marketing","status":"publish","type":"post","link":"https:\/\/paladinpointofsale.com\/retailscience\/home\/omnichannel-retail-strategy-more-than-sales-marketing\/","title":{"rendered":"Omnichannel Retail Strategy More than Sales, Marketing"},"content":{"rendered":"

[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.16″ background_color=”rgba(0,0,0,0.29)” global_colors_info=”{}”][et_pb_fullwidth_post_title meta=”off” featured_placement=”background” _builder_version=”4.16″ title_font=”|700||on|||||” title_text_color=”#FFFFFF” title_font_size=”30px” background_color=”rgba(0,0,0,0.56)” text_orientation=”center” custom_padding=”15%||15%” text_shadow_style=”preset2″ parallax_effect=”on” module_bg_color=”rgba(255,255,255,0)” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”][\/et_pb_fullwidth_post_title][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” custom_padding=”54px|0px|18.95px|0px|false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Intro” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n

By now,\u00a0<\/span>just about\u00a0<\/span>every\u00a0<\/span>store\u00a0<\/span>owner has heard the term \u201comnichannel retail strategy.\u201d I<\/span>f not, i<\/span>t refers to the concept of having a\u00a0<\/span>single,\u00a0<\/span>cohesive, all-encompassing approach\u00a0<\/span>that<\/span>\u00a0links all marketing and sales efforts.<\/span>\u00a0<\/span>In theory, s<\/span>hoppers recognize and can easily purchase the same items they\u00a0<\/span>find\u00a0<\/span>on a store\u2019s website that are on its brick-and-mortar shelves. It also links branding, advertising<\/span>,\u00a0<\/span>marketing<\/span>\u00a0and sales<\/span>, customer rewards<\/span>,<\/span>\u00a0and more.<\/span>\u00a0In 2020, many brick-and-mortar stores\u00a0<\/span>with omnichannel strategies and tools were able to keep selling and serving customers while their doors were locked<\/span>\u00a0while stores\u00a0<\/span>without dynamic\u00a0<\/span>e-commerce sales and curbside pickup or delivery programs<\/span>\u00a0failed<\/span>.<\/span>\u00a0Omnichannel retail became essential during the economic shutdown.<\/span>\u00a0<\/span><\/p>\n

However, omnichannel\u00a0<\/span>means more than linking sales and marketing, though. I<\/span>f\u00a0<\/span>it\u2019s utilized completely and\u00a0<\/span>correctly<\/span>,\u00a0<\/span>it\u00a0<\/span>also\u00a0<\/span>means\u00a0<\/span>having\u00a0<\/span>a single touchpoint or\u00a0<\/span>a control panel\u00a0<\/span>that can manage all aspects of a\u00a0<\/span>business.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_text admin_label=”The Real Retail Apocalypse” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n

\u201cOmni\u201d Defined<\/span><\/span>\u00a0<\/span> <\/span> <\/span>
<\/span><\/h2>\n

The\u00a0<\/span>Latin root of the\u00a0<\/span>word<\/span>\u00a0<\/span>\u201c<\/span>O<\/span>mni,\u201d\u00a0<\/span>simply means\u00a0<\/span>\u201call<\/span>.<\/span>\u201d Its combining form,<\/span>\u00a0which is commonly used as a pr<\/span>efix as in omnipresence<\/span>,\u00a0<\/span>omni<\/span>vore and omnipotent<\/span>,<\/span>\u00a0<\/span>means \u201call, in all ways, places, et cetera. Without limits.\u201d<\/span>\u00a0<\/span><\/p>\n

Applying that to marketing,\u00a0<\/span>an\u00a0<\/span>omnichannel\u00a0<\/span>retail strategy\u00a0<\/span>is\u00a0<\/span>one<\/span>\u00a0<\/span>in which\u00a0<\/span>organizations use\u00a0<\/span>many channels \u2013 online, social media, print, in-store and more \u2013 in a single, cohesive effort\u00a0<\/span>to improve their\u00a0<\/span>shopping exp<\/span>erience and\u00a0<\/span>create<\/span>\u00a0better relationships with their\u00a0<\/span>customers<\/span>.\u00a0<\/span>The omnichannel\u00a0<\/span>retail strategy\u00a0<\/span>allows<\/span>\u00a0<\/span>brands to be more easily recognized and\u00a0<\/span>used\u00a0<\/span>by customers no matter\u00a0<\/span>how\u00a0<\/span>they\u00a0<\/span>chose to engage<\/span>.<\/span>\u00a0<\/span><\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Closer to Home” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n

<\/span>Advantages of Omni<\/span><\/span>\u00a0<\/span> <\/span><\/span><\/span>\u00a0<\/span>
<\/span><\/h2>\n

Cohesiveness is the most obvious advantage of an omnichannel retail strate<\/span>gy. Brick-and-mortar stores that also sell through their own websites, mayb<\/span>e have a Facebook or Amazon account, offer online content such as a newsletter or blog, and\u00a0<\/span>use\u00a0<\/span>print advertising or in<\/span>-store coupons<\/span>,<\/span>\u00a0can tie all those products together with such a strategy.<\/span>\u00a0<\/span><\/p>\n

Linked together through a digital retail platform, omnichannel retail strategies can be easily controlled and monitored<\/span>\u00a0providing\u00a0<\/span>customers an enjoyable, cohesive shopping experience<\/span>\u00a0<\/span>while<\/span>\u00a0providing businesses\u00a0<\/span>improved\u00a0<\/span>and more trackable results<\/span>.<\/span>\u00a0<\/span><\/p>\n

\u201cConsumers expect more from merchants today. Due in part to the evolution of retail, which now offers more personalized choices from e-commerce companies, shoppers want similar features from their neighborhood stores<\/span>,<\/span>\u201d<\/span>\u00a0says Dan Nesmith, president of Paladin Data Corporation, which develops and provides digital business platforms.<\/span><\/p>\n

[\/et_pb_text][et_pb_text admin_label=”Diverse Strategies ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” border_color=”#ffffff” border_style=”solid” global_colors_info=”{}”]<\/p>\n

Reasons to Omni<\/span><\/span>channel<\/span><\/span>\u00a0<\/span> <\/span>
<\/span><\/h2>\n

All generations are\u00a0<\/span>now\u00a0<\/span>using technology to shop.<\/span>\u00a0<\/span>Not surprisingly<\/span>, Baby Boomers favor the hands-on abilities of touching products and trying on apparel<\/span>\u00a0<\/span>in\u00a0<\/span>brick-and-mortar\u00a0<\/span>stores<\/span>\u00a0while the younger generations are more apt to use\u00a0<\/span>digital me<\/span>an<\/span>s.<\/span>\u00a0However, just about all shoppers today use a variety of channels when either researching or making retail purchases.<\/span>\u00a0<\/span><\/p>\n

A new study of 46,000 consumers by\u00a0<\/span>Retail Dive<\/span><\/i>\u00a0shows that 73% of them use \u201cmultiple channels\u201d \u2013 meaning internet searches, mobile apps<\/span>,\u00a0<\/span>in-store kiosks<\/span>,<\/span>\u00a0or browsing \u2013 when shopping. The study also shows that these omnichannel consumers spend an average of 4% more when shopping in a store and 10% more when shopping online. Those shoppers also make 23% more repeat visits to those stores within six months of their initial trip.<\/span>\u00a0<\/span>Other relevant reasons to omnichannel include:<\/span>\u00a0<\/span><\/p>\n