Omnichannel – the showroom as a link between online and offline
Modern customers are looking for flexible, cross-channel shopping experiences that meet their needs for convenience and interaction. This is where the omnichannel strategy comes into play, seamlessly linking the online and offline worlds. A showroom can serve as a crucial link by combining physical and digital elements and taking customers on an exciting brand journey. But what is the best way to design such a showroom and which technologies are particularly effective?
Table of contents:
- Why omnichannel is a must
- Omnichannel vs. other approaches
- The advantages of the omnichannel strategy
- Data and behavior analysis on site
- Requirements: Showroom in the Omnichannel
- Economic effects and potential of omnichannel showrooms
Why omnichannel is a must today
An omnichannel strategy is indispensable for retailers today, as it is optimally aligned with high customer expectations. Shoppers want simple, fast shopping experiences that seamlessly connect the online and offline worlds. The ROPO effect (Research Online, Purchase Offline) shows that customers gather information online, but often want to test and pick up products in person. This is particularly true for high-priced goods that require a lot of advice. Omnichannel approaches offer consistency and availability across all channels, thereby increasing customer satisfaction, strengthening brand loyalty and securing long-term competitive advantages.
Omnichannel vs. other approaches: What’s the difference?
In the modern retail landscape, there are various strategies for reaching customers across multiple channels. The differences between single-channel, multichannel, cross-channel and omnichannel influence the customer experience and the type of brand loyalty.
Single-Channel
With the single-channel approach, sales are made exclusively via one channel, for example only in the online store or in the retail store. This strategy focuses on simple communication, but in today’s world it is usually too limited to meet the diverse customer requirements.
Multichannel
Multichannel expands the possibilities by allowing a company to use several independent channels for sales, such as an online store, the stationary store and social media. The channels function independently and are not networked with each other. Customers can choose the option that is most convenient for them, but there is a lack of integration between the individual channels.
Cross-Channel
Cross-channel goes one step further and connects the channels. Customers can act across channels here, for example buying a product online and picking it up in store(click & collect). This approach offers the advantage of closer integration of the channels, which creates a more flexible shopping experience for customers. However, there are certain limitations to the cross-channel approach. For example, the same payment or return conditions may not be permitted on all channels.
Omnichannel
The omnichannel approach integrates all channels into a seamless experience. Customers can switch between different platforms and continue their shopping activities end-to-end, without interruptions or restrictions. Here, online and offline channels merge completely so that customers have a consistent and personalized experience at all times, regardless of their preferred channel. The focus is on a uniform customer experience across the entire customer journey. Sales, advertising, customer service and logistics are standardized.
The advantages of an omnichannel strategy
An omnichannel strategy offers numerous advantages for retailers and their customers. These include:
- Higher customer satisfaction and customer loyalty: Customers who experience an omnichannel experience are generally more satisfied. They are 90% more loyal to the brand than those who only shop via one channel.
- Increase in sales figures: Omnichannel customers buy 250% more frequently and their average shopping basket is 13% larger than with single-channel purchases. This not only significantly increases purchase frequency, but also sales.
- Competitive advantage: A networked omnichannel strategy clearly sets the brand apart from the competition and offers a modern, integrated shopping experience.
- Optimization through data-based decisions: Omnichannel solutions make it possible to collect cross-channel data and better analyze purchasing behavior. This allows offers to be personalized more precisely and targeted customer loyalty measures to be implemented.
- Increasing brand awareness: A comprehensive presence across various channels increases brand awareness and ensures recognition among customers.
- Sustainability: emissions are reduced thanks to more efficient logistics and fewer transportation routes.
Efficient data and behavior analysis on site
In-store analytics plays a crucial role in fully exploiting the benefits of the omnichannel for a showroom. Retailers can analyze customer behavior in the showroom using sensors and interaction data, which provides valuable insights into the interests and needs of visitors. This data is constantly incorporated into the planning and optimization of the showroom and enables targeted sales promotion.
Showroom requirements: omnichannel showrooms
An omnichannel showroom should be fully equipped to offer a seamless experience between online and offline channels. Click & collect is becoming increasingly popular and can be implemented in the showroom. Customers can then buy the products online and pick them up in the showroom – flexibly, with payment in the web store or on site. Retailers who offer such a service rave about additional sales of up to 60%. These are generated by impulse purchases by customers when they pick up the goods on site. Instore order makes it possible to place orders directly in the showroom, and instore return simplifies returns in the store.
Ideally, omnichannel showrooms offer a well thought-out product presentation that looks consistent online and offline. Showme Stores provides flexible, staggered display areas from 20 square meters, making it easy to adapt the presentation. Themed worlds and regularly changing products ensure an appealing, fresh appearance that strengthens the brand message and promotes customer loyalty.
Omnichannel in the showroom: the necessary technologies for seamless experiences
To ideally implement the omnichannel concept in the showroom, a combination of innovative technologies and interactive experiences can allow customers to switch seamlessly between online and offline worlds. The integration of virtual reality (VR) and augmented reality (AR), one of the e-commerce trends of 2024, allows visitors to experience products realistically and visualize them in their own environment.
Digital product information is provided using the latest technology, for example with:
- Multi-touch tables: They enable interactive navigation through animations and 3D models to display comprehensive product and company information.
- Screen walls: These offer high-resolution visual displays that provide visitors with impressive and immersive experiences.
- QR codes and interactive touchpoints: They provide easy access to additional information that enhances the product experience.
Customers can order products that they have seen and tested in the showroom directly via tablets and have them delivered. At Showme stores, trained advisors help with online purchases.
Economic effects and potential of omnichannel showrooms
An omnichannel showroom can significantly increase the sales potential for retailers, but a precise cost-benefit analysis is required in advance. Such an analysis helps retailers to compare the investment costs for digital technologies such as screen walls and AR with the long-term increases in sales. Studies show that digital displays and personalized offers in the showroom directly stimulate purchases, which also boosts customer satisfaction and purchase frequency.
Showrooms offer e-commerce providers an efficient way to have a physical presence without having to bear the high costs of traditional retail space. In busy locations, they serve as a compact link in the omnichannel concept and increase visibility at lower rental costs. The initial investment in technology, on the other hand, is necessary to ensure interactive and connected customer experiences and to make the connection between online and offline experiences seamless.
