My last blog talked about the challenges of becoming an omnichannel retailer, and how stores are still learning how to make changes that cut across their entire business. We discussed how, appearances to the contrary, omnichannel selling is still about meeting a basic business requirement – finding the best outcome for you and your customer. However, finding these outcomes is a more complex proposition than it used to be.
Logically, to achieve consistent outcomes you need to achieve consistent consumer outreach, input, and sales approaches. But stores are also facing the demand to create a more personalized sales experience. How do you meet these seemingly contrary requirements? The key here is to find new ways to reach out to shoppers as part of the whole shopping experience, no matter what the channel.
For example, Cisco’s Remote Expert solution is a way to offer unique, personalized, yet centralized retail experiences for customers. It connects each shopper with a product expert wherever they are located, in real time, via mobile, immersive, or on-site channels. You save by leveraging your experts across single or multiple locations and devices using a pool of experts who may or may not be co-located, instead of providing expertise at every site or asking them to travel extensively. Retailers can also use the same solution to host training and corporate meetings, or to enable store feedback on products and merchandising. The result is a personalized shopping experience at a lower cost for the store.
Pretty sweet, don’t you think? To learn more, take the time to attend the webcast “Just Ask the Expert: Connect Your Shoppers to Virtual Experts, Anywhere, Any Time,” being held on Nov. 7. You can register here.
Truly omnichannel technologies are designed to support cost savings and efficiency, providing a more seamless interface for service that is customized for the shopper. As I said in my last blog, these approaches focus first and foremost on customer needs, making it easier to do business with your company. A customer-centric strategy cuts across the business and all its channels, creating a different kind of relationship between you and your shoppers. See what Retail Systems Research has to say in their latest report about omnichannel strategies.
I love retail trivia! Comment below if you know the answer to this question: What is the second-most visited retail business in America? (Wal-Mart is first.)
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