Over the last decade with the advent of Internet and advancement of technology, brick-and- mortar store retailers have experienced enormous challenges posed by e-tailers. By using the latest technical innovations, e-tailers are offering customers a seamless ominchannel experience.
The biggest challenge to brick-and-mortar retailers is adapting to being a omni-channel experience.
Modern customers are hooked on omnichannel shopping, and why wouldn’t they be? They can easily and instantly look for products, check its availability, compare price, and purchase products online, using their smart devices. Such tactics have proved to be fatal for many brick -and-mortar store owners. The question is: How can brick-and-mortar retailers can turn the omnichannel model to their own best advantage?
Below in this article, we will highlight subsets of Omnichannel challenges that every brick-and-mortar retailer should work upon:
1- Multi-channel stock management
Managing inventory across multiple stores has always been a challenge for many brick-and-mortar retailers. This is because, either they do it manually or they do not have a proper inventory monitoring system in place. Unable to provide products that customers want, when in-store, it will take them no time to pull out their smartphones and look for the same product’s availability online. And, you lose a customer.
The best way to tackle this, is to adopt a cloud-based inventory management system that will encourage retailers to expand their reach without the need to worry about stockouts.
Today, one of the major challenges faced by brick-and-mortar retailer, is showrooming. This is a practices whereby customers look for their favorite product in-store, but leverage their smart devices to check if the same product is available for a lower prices elsewhere before purchasing.
You cannot stop your customers from doing so, however your sales representative can play a huge role in assisting such customers by providing expertise and implementing cross-selling techniques to encourage such customers to purchase in-store.
3- Reverse showrooming
This practice was introduced to overcome the impact of showrooming, which means online customers research for products over the web, however make a purchase in-store. Many brick-and-mortar retailers have already taken an advantage of this practice, however there are times when the retailer would not have that particular product when the customer visited the store.
Maintaining a structured product data can help brick-and-mortar retailers overcome this challenge.
4- Mobile experience
Mobile has become the most common source to influence customer’s purchase decisions. E-tailers are getting a competitive advantage over brick-and-mortar retailers by allowing customers not only to look for some best deals using their mobile app, but also allows them to make an easy purchase on-the-go.
Brick-and-mortar retailers needs to offer a mobile presence not just to capture customers attention, but to actively lead them in-store for making purchases.
5- Customer service and engagement
Not keeping a track of existing customers has always been a major challenge for brick-and-mortar retailers. They lose opportunities to retarget customers and encourage them to engage further with the brand.
Adopting advanced technology, like email marketing can help brick-and-mortar retailers enhance customer service and engagement every time a customer would visit their store.