Why Invest in an Omnichannel Marketing and Sales System

With global retail sales projected to reach $27.73 trillion in 2010, there are companies that are still struggling to keep up with consumer behavior. Apparently, adoption has been slow and some businesses weren’t able to meet the customer’s demand that won’t accept bring experiences.

According to one research, more than 70% of the retailers admit they don’t deliver a unified brand experience.

A few possible reasons for this include customer analytics, internal organization, and identifying shoppers across various channels.

The desire to be everywhere and be connected is why omnichannel marketing and sales system is absolutely necessary for any businesses.

Click here to learn more about omnichannel solutions in India.

Where US Consumers Purchase Online

In the US, consumers shop across all channels. The top three purchasing destinations for consumers are ecommerce websites, Amazon, and brick-and-mortar stores. The reason why they purchase at each of these sales channels differs – by generation and by channel.

Price, convenience, and free shipping were the main reasons consumers in the US across all generations decide to purchase a product at an online store. Loyalty rewards, as well as, brand reputation were the other two reasons.

Millennials have grown accustomed to convenience, speed, and customized shopping experience. They are more aware of brand promises and that is why it is important to win them over by personalizing your on-site experience.

Price and convenience were the main reasons why customers of all generations decide to purchase products online on Amazon. The third reason was ease of shipping.

Younger generations report shopping online on Amazon for Prime Day only.

The biggest generational shopping difference is that younger purchasers are more included to purchase on smartphones. These shoppers are accustomed to the Amazon Prime convenience and speed. They prefer to spend their time on mobile devices between classes, when watching TV, and etc.

Last, but not least, the number one reason why US consumers shop at physical stores is because of the ability to try on or touch an item.

Almost 70% of millennials are online, however, that doesn’t mean businesses should abandon their physical stores. Americans have different opinions on whether they prefer in-store shopping or online shopping, with in-store being the leading sales channel for seniors.

The Importance of Omnichannel Experience

As technology improves, it becomes a part of our culture and everyday life in a few different ways. 5 years ago, you wouldn’t think to go shopping online on Facebook or Instagram, right? As you can see, the trends are changing and today it is increasingly important to invest in an omnichannel experience and keep your customers happy and satisfied.

If you are asking yourself how important building an omnichannel experience is, know one thing – it is super important. Here are some insights from a recent study:

  • More than 50% of retailers are using social media, 42% are adding SKUs and 36% are improving their websites.
  • 20% of customers have used their mobile phones to find coupons or look up product information while in a brick-and-mortar store.
  • Retailers are focused on improving inventory visibility. One-third have already decided to equip in-store employees with tablets and mobile apps to access inventory.
  • Personalized mobile promotions grow sales. The customer is more likely to purchase an item if they can access promotions or rewards via their mobile.

An omnichannel marketing and sales solution is especially important for customer service. New technologies like Live Chat, Twitter, and etc. have made real-time marketing a necessity, especially for businesses who provide customer support.

One of the best ways to create an omnichannel ecommerce experience today is to invest in real time marketing channels. It is important to meet potential customers’ needs, wherever they are and lot lose them to competition.

Frustrated and unsatisfied customers will either move to other stores that offer more channels or they will switch to more expensive channels such as face-to-face, automatically increasing the company’s cost.

Before you invest in different technologies providing marketing automation, real-time marketing, social listening, personalization, and etc. think about your business goals.

3 Examples of Omnichannel Customer Experience

It is easy to talk about why one should invest in omnichannel ecommerce solution and the need for an omnichannel shopping experience, however, offering examples of businesses adopting it is the best way to motivate you and inspire your own selling strategy.

Here are 3 examples of good omnichannel customer experience:

1.Warby Parker

According to Warby Parker – omni channel data is a valuable asset. It can make the difference between a stable growth and failure.

When setting up a new sales channel, you can look at your data generated in order to figure out your next move. This company used the location of their online shoppers to take advantage of potential opportunities for opening physical stores.

Keeping your data in mind when setting an omnichannel strategy will make things easier.

2. Stitch Fix

The point of omnichannel is to provide your customers with the perfect shopping experience. Consistency and convenience are important, but, according to Stitch Fix so is excitement.

Fashion retailer Stitch works as a stylist and personalizes customers’ recommendations. As a matter of fact, they go one step further than most stores – their algorithm selects the clothes customers would like and ships those products to them. Customers can send back the products they don’t like without any charge. Stitch Fix offers free shipping.

3. REI

REI teaches us how to make the most of in-store shopping experience.

For retailers with brick-and-mortar stores, don’t forget to integrate technology. One example is arming your employees with iPads so they can search more quickly and be of greater service to purchasers.

REI understood that technology offers a great marketing opportunity and they’ve decided to arm their sales representatives with mobile devices to help purchasers with their shopping decisions and provide Wifi for customers to access their website as they shop.


Even if you have a multichannel customer experience, you might not have an omnichannel experience. Just because you are on Facebook, have a great website, and a brick-and-mortar store doesn’t mean they are synced and tied together.

You need an omnichannel ecommerce platform solution that can help you complement each and every of your marketing and sales channels.

Meet your customers where they are and you will see conversion grow.

Contact Us

if you have any questions or comments please let us know