The omnichannel realityThe “no compromise” approach to retail

What it means to be

omnichannel

A few months ago, I was interested in buying an electric bike.

I went online and started doing some research.

After reading some blogs, reviews, and a bit of web-rooming, I decided that I wanted a Solex.

I googled Solex Montreal and found a bike shop outside of Montreal

whose inventory carried the one that I wanted.

I reserved the bike online and over the weekend, visited the store.

At the store, I took it for a spin and inspected the bike. The bike store owner was

knowledgable and answered all the questions I had. In addition to the bike, he also

sold me a few accessories.

Three months after I had purchased, I received an email from the bike store

reminding me that it was time to get my bike serviced!

This is the omnichannel experience

and how modern shoppers shop.

Whether you’re online or in-store – it’s

all one fluid retail experience.

One more thing…

The other day I was biking past a bike shop 300 yards from my house.

I went in and they had a large selection of e-bikes, including the one I bought.

Since their inventory was not exposed and they did not have online presence, I

did not know they existed!

Conclusion: That store lost a sale

Consumers research and buy

across

many devices & channels

consult their phones

on purchases they’re

about to make in a store

‘showroom’ or shop

in-store for an item

they later buy online

of eCommerce

traffic comes from

smartphone users

or research online before

purchasing in-store

I don’t have an online store

Profile

I have a brick-and-mortar store that has no

online presence. There are not enough hours in

the day, and I lack the technical knowledge to

manage an online store

Consequence

Reach is limited to foot traffic, loss of sales!

Profile

I am a retailer with a brick-and-mortar store that also sells

online, but the two systems are not integrated. I waste time

managing two systems and am unable to give my customer

a seamless shopping experience.

Outcome

Poor customer experience, missed sales opportunities and

operational mistakes due to a poorly managed back office.

I sell in multiple channels that aren’t integrated

Profile

I am a retailer with a brick-and-mortar store and

an eCommerce solution that are not deeply

integrated.

Outcome

Issues with scalability and store operations that

are not 100% streamlined and optimized.

I have a poorly integrated offline and online store

• Recognize customers

• Personalize outreach

• Increase transaction

sizes

• Measure ROI

MORE INSIGHTFULMARKETING & SALES DATA

• Stronger brand recognition

• Unbroken buying continuum

• International & 24/7 expansion

• Cross-channel opportunities

SEAMLESS CUSTOMEREXPERIENCE

• Integrated inventory

• Integrated reporting

• Centralized sales data

UNIFIEDSTOREOPERATIONS