Omni-Channel Customer Engagement Article

While we are very much in the digital landscape where customers are big into doing a lot of their shopping online, retailers have had to up their game in terms of keeping their brick-and-mortar stores operational all while servicing the online consumer. This is where the omni-channel trend is ever-present; shopping on the Internet blends well with using mobile applications while in store.

Macy’s is doing just that, allowing many of its iPhone (News - Alert) users to shop for what’s nearby via their mobile, but instead of having the product shipped directly, customers can pick up their goods same-day right in the store. This “blending” provides the ease of Internet shopping with the instant gratification of getting it the same day, but without digging through the racks.

“As an omni-channel retailer serving an omni-channel customer, we aim to provide shoppers with seamless interaction wherever they engage with us,” said Orlando Veras, director of national media relations at Macy’s Inc. according to Mobile Commerce Daily. “From mobile and desktop to the in-store shopping experience, we offer customers the opportunity to transition from one interaction to the next with ease.

Pier 1 is also upping its game with the omni-channel experience, but for different reasons. While its brick-and-mortar sales continue to be an important part of its growth, in 2016, the store its plan calls for 18 full closures, nine relocation closures, partially offset by five new store openings and 12 relocations, resulting in a total of 10 net closures for the coming year. Getting online and focusing on digital will help boost future numbers.

“Our national footprint is a critical component of our omni-channel platform, and will remain an important driver of growth and profitability over the long-term,” said Alex Smith, president and CEO of Pier 1. “But, as we have insinuated before, we don't need all the stores we have today.”

Customers today demand higher quality, competitively priced products and improved service while businesses are continually tasked with striking the balance between service quality, efficiency and effectiveness, and revenue generation, cost cutting and profitability. It’s up to retailers to get with the digital program and offer more than just physical locations or just online sales. It’s time to take the two, blend them together, and give customers the best of both worlds.