How To Adopt An Omnichannel Selling Strategy
The COVID-19 pandemic has accelerated a number of trends. Namely, many businesses have begun making the shift online from in-person operations.
Nearly four out of five people have tried a new shopping behavior (like curbside pickup or purchasing goods through Instagram) during COVID-19, according to data from McKinsey. And most people are planning to continue the behavior even after the pandemic ends.
This shift to an omnichannel selling strategy — one that meets customers where they are, both online and offline — is an important response to consumers’ changing needs.
For brick-and-mortar businesses looking to adapt to eCommerce trends, shifting your business online is a great step in the right direction. Here’s how to get started bringing your business online.
Why go omnichannel?
An eCommerce website for your business serves a number of purposes. It creates a brand experience consistent with your in-person location (which, according to Salesforce, 75 percent of customers are looking for). An eCommerce website also allows you to showcase your products and services the way you would like to, gather customer information, and generate loyalty amongst customers.
Consumers want the freedom to buy in the way they feel most comfortable, which for many people, is online. The National Retail Federation found that online and other non-store sales are up 20 percent since last year.
Get started selling online
Good news: You don’t need technical skills to get started — and creating a website is a strong move for your business. Here are a few options.
Sell with a website:
If you don’t have a site yet, create a simple online store for your products and services.
If you already have a website, plug in our eCommerce tools or add an online checkout button to easily charge customers.
Sell over email: You can send emails to customers with checkout links included.
Sell on Instagram: Create shoppable posts of your products on Instagram.
Here’s more guidance on how to set up an online store.
Set up operations
Before customers can begin placing orders, you’ll need to set up systems to help manage inventory, packaging, shipping, pickup, and/or delivery. You’ll also need an omnichannel retail strategy that includes the following:
Online inventory: Selling on and offline may alter your inventory practices. Your inventory management strategy should include new omnichannel best practices so your in-store and online inventory are always synced.
Pickup, shipping and returns: Will you offer free shipping? How will you handle the inevitable occasional return? Have a plan in place to ensure customers have a positive experience from start to finish, and no matter where they buy from you.
Delivery and pickup options: If you’re a restaurant or retail business with local customers, you can add local delivery or pickup options. You can also add shipping outside of your local area, if you choose to ship outside of your community.
Staffing: Whether you’re a one-woman show or a large team, who will manage and fulfill online orders? You may need to hire employees to take on the extra work, or you may need to train your existing staff in new fulfillment procedures.
Be creative
As evidenced by 2020, adaptation and flexibility is the name of the game. As you add more eCommerce capabilities, don’t be afraid to try new ways of operating, ask your staff to work in a different way, or update your product offering.
Reach out
Now that you’ve shifted your operations online, it’s important to let your customers know where to find you. Spread the word through email marketing, social media, referral programs, or even physical signs in your store. Existing customers are more likely to give your online store a try, since they already have experience with your business.
Meet your customers where they are
While creating a website as a hub for your business is important, wherever else you choose to have an online presence is up to you. It could be a business profile on Google or a built-out Instagram page with shoppable posts.
Wherever you decide to be, update your website, review sites, and social profiles regularly so customers always know what you’re selling and where to find you.
