Multi-channel retailing combines physical and online queues or e-queues. Consumer electronics retailer best buy has relied on an all-channel retail strategy to buy prices online and elsewhere after losing $ 1.2 billion in sales in 2012. Companies are using omnichannel marketing 101 for their sales.
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Best Buy has redesigned its old online store by reducing the number of clicks required to buy products and adding the option to retrieve items purchased online from the store. He also stopped managing his online store and marketplace as a separate entity to ensure inventory was fragmented.
Related variations from all channels market all channels – conveying a personalized brand message through different channels – from email campaigns to social media to television commercials. The challenge for companies is understanding which channels their customers use. Another option is to provide a consistent experience across these channels.
Consumers are increasingly turning between online and offline to research and purchase products and services. In a 2016 study, it found that digital experiences affect 56 cents of every dollar spent in a physical store.
The key to a seamless multi-channel experience is a cutting-edge supply chain that extends delivery to mobile apps, websites, social media and stores. To achieve this, companies like Best Buy need to divide silos between online and physical stores and manage product management as a collective market. You will also need new technology, including an inventory management system and new ways of delivering products.
Chatbots are another big trend. This AI-powered computer program simulates human speech, can ask questions and answer answers. In 2018, chatbots will be used to perform tasks as simple as changing passwords and as complex as determining the mood of someone calling customer service.