Page 21 - index
P. 21
BEST PRACTICES & STRATEGIES
Boost sales with
multichannel commerce
The retail industry is in a constant sales opportunities. Those who
state of change, coupled with many wisely link their channels will score
new challenges: Whether it is the - be it the online shop, social media
increasing use of mobile devices or appearances, newsletters or local
the development of new social me- stores - whereas a unified design
dia channels that come more and certainly strengthens the recogni-
more to the fore as sales and infor- tion value. Aspects such as product strategy
mation platforms. Scoring with the potentials of the and category management can
bricks and mortar shop best be mapped to an enterprise
To hold their ground on the market resource planning (ERP) system
in the future, and to meet the de- The prediction of the end of bricks and business intelligence (BI) solu-
mands of consumers, vendors have and mortar stores - even those in tions in addition can help to analyze
to continuously optimize their multi- the city centers – has been going and mobilize information about sell-
channel performances – in fact, around for quite some time now. offs, the most popular products, as
more than ever - to be able to ex- However, when it comes to elec- well as channels and reporting met-
ploit synergies between the chan- tronics and fashion, consumers still rics.
nels and to stay ahead of their preferably buy their products in
competition. stores where they can touch and Mobile payment has to be simpli-
examine the goods – obvious ad- fied
Comparing prices via smartphone, vantages that should be empha- Without doubt, a consistent and
redeeming online vouchers in- sized. Now, thanks to so-called lo- user-friendly corporate identity on
store, or order to deliver flowers cal commerce measures such as all channels brings more conven-
and little somethings directly: deal- "click and collect", consumers can ience for customers and increases
ers that reach and address their get information online and order, their willingness to buy. Besides
consumers on multiple communica- but pick up the desired product di- that, innovative mobile payment
tion channels, can look optimistical- rectly in the local branch. With systems make the shopping experi-
ly into the future. Last year alone, vouchers or coupon campaigns that ence for the buyer even easier and
for example, 14 billion euros have are advertised for example in social more enjoyable. Companies that
been generated in the non-food media channels, dealers can con- consider a multi-channel strategy
sector, according to a GfK and Ac- nect their online and offline busi- should therefore pay particular at-
centure study, and the number is ness optimally. Even regional offers tention to the buying process: Is it
rising. and promotions can be implement- coherent and optimized for interna-
ed that way. Not to mention that tional sales? Are various payment
Multichannel is currently the trend with local offers you get to know methods available? Customers who
that makes the online business your customers better and gain in- experienced a smooth - and above
boom as it offers the bricks and sight into their needs and the most all safe - buying process, embrace
mortar businesses many possibili- popular products. However, always the possibility and share their posi-
ties as well. However, those who keep in mind that such special pro- tive experiences.
want to implement successful multi- motions have to be integrated into
channel commerce have to rely all systems and must be known to In times in which competition is be-
heavily on a consistent strategy all employees at the point-of-sale coming stronger and markets be-
and innovative IT solutions. Thus, (POS). come more dynamic, the multi-
the following tips should be helpful A strong IT background is cru- channel trade can no longer be ig-
to master the challenge of multi- cial nored, because an extensive and
channel successfully in the long- innovative product selection alone
term. Innovative multi-channel strategies can’t ensure success any longer.
can certainly meet the increased Channels, such as your own online
Dovetailing channels wisely customer experiences. However, shop, newsletters, social networks
With the increase in mobile devic- companies that want to implement as well as the bricks and mortar
es, customers expect more than the strategy successfully must set store, should be consistently inte-
ever to be able to access product the course in the first place with an grated. This is where IT solutions
information anytime and anywhere optimal IT infrastructure. Customer offer companies a good basis to
- and if desired to buy, too. Hence, information such as requests, pur- optimally organize and analyze
"everywhere commerce" has be- chase behavior and even reviews, these processes. ◊
come a customer requirement that, should be stored in the process in a
although it challenges trading com- customer relationship management By Daniela La Marca
pany, opens up many more diverse (CRM) system.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
Boost sales with
multichannel commerce
The retail industry is in a constant sales opportunities. Those who
state of change, coupled with many wisely link their channels will score
new challenges: Whether it is the - be it the online shop, social media
increasing use of mobile devices or appearances, newsletters or local
the development of new social me- stores - whereas a unified design
dia channels that come more and certainly strengthens the recogni-
more to the fore as sales and infor- tion value. Aspects such as product strategy
mation platforms. Scoring with the potentials of the and category management can
bricks and mortar shop best be mapped to an enterprise
To hold their ground on the market resource planning (ERP) system
in the future, and to meet the de- The prediction of the end of bricks and business intelligence (BI) solu-
mands of consumers, vendors have and mortar stores - even those in tions in addition can help to analyze
to continuously optimize their multi- the city centers – has been going and mobilize information about sell-
channel performances – in fact, around for quite some time now. offs, the most popular products, as
more than ever - to be able to ex- However, when it comes to elec- well as channels and reporting met-
ploit synergies between the chan- tronics and fashion, consumers still rics.
nels and to stay ahead of their preferably buy their products in
competition. stores where they can touch and Mobile payment has to be simpli-
examine the goods – obvious ad- fied
Comparing prices via smartphone, vantages that should be empha- Without doubt, a consistent and
redeeming online vouchers in- sized. Now, thanks to so-called lo- user-friendly corporate identity on
store, or order to deliver flowers cal commerce measures such as all channels brings more conven-
and little somethings directly: deal- "click and collect", consumers can ience for customers and increases
ers that reach and address their get information online and order, their willingness to buy. Besides
consumers on multiple communica- but pick up the desired product di- that, innovative mobile payment
tion channels, can look optimistical- rectly in the local branch. With systems make the shopping experi-
ly into the future. Last year alone, vouchers or coupon campaigns that ence for the buyer even easier and
for example, 14 billion euros have are advertised for example in social more enjoyable. Companies that
been generated in the non-food media channels, dealers can con- consider a multi-channel strategy
sector, according to a GfK and Ac- nect their online and offline busi- should therefore pay particular at-
centure study, and the number is ness optimally. Even regional offers tention to the buying process: Is it
rising. and promotions can be implement- coherent and optimized for interna-
ed that way. Not to mention that tional sales? Are various payment
Multichannel is currently the trend with local offers you get to know methods available? Customers who
that makes the online business your customers better and gain in- experienced a smooth - and above
boom as it offers the bricks and sight into their needs and the most all safe - buying process, embrace
mortar businesses many possibili- popular products. However, always the possibility and share their posi-
ties as well. However, those who keep in mind that such special pro- tive experiences.
want to implement successful multi- motions have to be integrated into
channel commerce have to rely all systems and must be known to In times in which competition is be-
heavily on a consistent strategy all employees at the point-of-sale coming stronger and markets be-
and innovative IT solutions. Thus, (POS). come more dynamic, the multi-
the following tips should be helpful A strong IT background is cru- channel trade can no longer be ig-
to master the challenge of multi- cial nored, because an extensive and
channel successfully in the long- innovative product selection alone
term. Innovative multi-channel strategies can’t ensure success any longer.
can certainly meet the increased Channels, such as your own online
Dovetailing channels wisely customer experiences. However, shop, newsletters, social networks
With the increase in mobile devic- companies that want to implement as well as the bricks and mortar
es, customers expect more than the strategy successfully must set store, should be consistently inte-
ever to be able to access product the course in the first place with an grated. This is where IT solutions
information anytime and anywhere optimal IT infrastructure. Customer offer companies a good basis to
- and if desired to buy, too. Hence, information such as requests, pur- optimally organize and analyze
"everywhere commerce" has be- chase behavior and even reviews, these processes. ◊
come a customer requirement that, should be stored in the process in a
although it challenges trading com- customer relationship management By Daniela La Marca
pany, opens up many more diverse (CRM) system.
MediaBUZZ Pte Ltd - Independant ePublisher for Asia
