Ecommerce Marketing News Highlights Impact of Omni-Channel Commerce

The Huffington Post (@HuffingtonPost) contributor and marketing guru Matt Dion (@mattdion) was among the numerous attendees of the recent Adobe Summit in Salt Lake City, UT. In his article, Why Omni-Channel Commerce Could Cost You Your Job (And 4 Things You Can Do About It), Dion talks about a significant e-commerce marketing news story: the growing interest on omni-channel commerce and the challenges it presents to retailers.

Many retailers get excited about embarking on an omni-channel marketing journey, then start to wonder if their initial effort is even worth it. An omni-channel approach is indeed no cakewalk. According to the article What Is The Return On Omni-Channel?, going omni-channel requires a massive amount of effort. Inventory processes must be upgraded, websites need to be updated, and employees have to undergo training to ensure everything is properly coordinated.

One may ask, however: are there actual merits to omni-channel retailing in the first place? As a matter of fact, there are. For one, it allows for more focused marketing strategies since collecting customer information becomes much easier. Before, retailers would ask customers for their email addresses and other personal data at the point of sale, without a way of knowing who they’ve already asked. With an omni-channel strategy, customers are saved the bother of being asked over and over again since they can enter their own information when they see fit.

Increased sales is another noteworthy perk. Retailers who both have inventory visibility and availability in a customer’s channel of choice are more likely to have a transaction completed. A good example is the success of department store kiosks in giving customers more chances to complete a purchase, by providing access to a wider selection of products at various points.

So how can one succeed in omni-channel retail? Retailers only have to take note of a few (and often familiar) factors in order to come out triumphant. There’s the improvement of one’s digital presence (website optimization for mobile and social media interactions included), excellent cross-channel inventory visibility, and strong calls-to-action (e.g., encouraging customers to go online and use mobile while in the store premises).

If done right, omni-channel retailing can prove to be a big boon to retailers willing to embrace it. Those out to take a leap into this retailing future can get valuable e-commerce marketing insights from online publications like the Marketing Digest (@mktgdigest). Information is always key to successfully understanding and implementing a new and seemingly complex idea.

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Megan Pearson

Community Manager at Marketing Digest

Megan Pearson is a hard-core online marketing consultant and evangelist. She is also passionate about design and fashion. Being part of Marketing Digest allows her to keep track of developments and innovation in the industry.