Ever feel like you're playing whack-a-mole trying to keep up with customers across different channels? You're not alone. In today's retail landscape, customers don't just shop in-store or online—they hop between channels seamlessly. That's where omnichannel comes in. Let's explore five game-changing strategies that could transform your small retail business from disjointed to delightfully integrated.
Unified Inventory: The Single Source of Truth
No More "Sorry, We're Out of Stock"
Nothing frustrates customers more than finding an item online, only to discover it's not available in-store (or vice versa).
Unified Inventory Benefits for Retail Business:
Real-time stock updates across all channels
Ability to offer "buy online, pick up in-store" (BOPIS). How’s that for a new word?
Reduced risk of overselling or stockouts
If you read my previous series on inventory management, you’ll know that I am a stickler for organization; there’s no good reason for not knowing exactly what’s on your shelves or when you need to make a new order. Getting to a best-in-class inventory system typically requires a good inventory management system to assist you in the fundamentals. So, if you have multiple selling channels, it behooves you to have a single source of truth that all of them report in to.
Pro Tip: Look for inventory management systems that integrate with your e-commerce platform and (physical) POS system.
Consistent Pricing and Promotions: No Channel Left Behind
Same Deal, Different Day
Customers expect consistency. Don't let channel silos create pricing discrepancies. This is very easy to do and I will admit that this oversight happens to me too. I sell The Tradesman’s MBA on multiple channels and, invariably, when I am running a special or some other sort of promotion, it is an absolute headache to update each channel. And trust me, there are two types of businesses: ones that have failed to update a channel’s pricing and ones who WILL fail to update a channel’s pricing.
Consistency Strategies:
Implement a centralized pricing system
Ensure promotions are applied across all channels
Use digital price tags in-store for easy updates
Pro Tip: 75% of customers expect consistent pricing across channels. A savvy retailer will find a system that integrates a centralized inventory management system with a centralized product pricing system.
Mobile-First Mindset: The World in Their Pocket
Be There When They Need You
Your customers' smartphones are their shopping companions. Make sure you're along for the ride.
Mobile Optimization Tactics:
Develop a responsive website or mobile app
Offer mobile payment options in-store
Use QR codes to bridge offline and online experiences
Pro Tip: Mobile devices influence over $1 trillion in offline sales annually. When you are creating a website or product listing, you must, must, must remember to see how it renders on a mobile device. I can’t tell you how many times I have spent hours making the perfect website, shutting my computer down after a hard day’s work only to realize when I look at my perfect work from my mobile phone, it is a complete, horrendous mess. Why does this happen? Because website builders like Wix, etc. make a good guess at how you want the layout for your website when rendered on a mobile device, but it NEVER gets it right.
As a result, I have gotten into the habit of only designing one section of a website on my desktop computer, then immediately switching to ‘mobile view’ to confirm the layout is as pretty as I intended it to be. Trying to detangle all those awesome graphics and text boxes after the fact when they are all jumbled on top of each other and in crazy places is just a recipe for a trip to the loony bin.
Personalization Across Channels: Remember Me?
Make Every Customer Feel Like Your Only Customer
Use data from all touchpoints to create a tailored experience everywhere.
Personalization Strategies:
Implement a robust CRM system
Use purchase history for personalized recommendations
Offer customized promotions based on browsing behavior
Pro Tip: It’s the little things. We ALL know that the emails we get from the companies we buy from are sending us these emails automatically. We ALL know that when it calls us by our name in the subject line, such as, “Hi <<NAME HERE>>, Have you tried our new…” are just computers plugging in data fields from a database.
But we still prefer it.
Don’t overlook those tiny touches that help to personalize the communications you make to your customers. It counts!
Seamless Customer Service: Always On, Always Helpful
Support Without Borders
Customer service shouldn't be confined to a single channel. Be there where your customers are.
Omnichannel Service Tactics:
Offer support across multiple channels (chat, email, social media)
Ensure customer history is accessible across all touchpoints
Implement chatbots for 24/7 basic support
Pro Tip: Train your staff to handle inquiries across all channels for consistent service. And if you are a solopreneur, learn to set up systems that will alert you when a communication comes in. Systemetization is the key to efficiency. Stop being a fire fighter running from problem to problem or channel to channel. Create systems and automations so that you begin to ‘manage by exception.’
Bringing It All Together
Remember, omnichannel isn't about being everywhere—it's about being everywhere that matters to your customers and creating a seamless experience across those touchpoints. By implementing these strategies, you're not just keeping up with the big retailers; you're creating a uniquely integrated experience that can set your small business apart.
Ready to take your retail business into the omnichannel future? Start by auditing your current channels and identifying gaps in the customer journey. The best way to do this is to play the part of the customer; walk into your store with a customer’s eyes. Go to your website and try to buy something as if you were a customer and assess the quality of the experience.
Then, when you find gaps, prioritize one strategy to implement first. Remember, Rome wasn't built in a day, and neither is a perfect omnichannel experience. But with each step, you're creating a more connected, convenient, and compelling shopping experience for your customers.
In the end, omnichannel isn't just a buzzword—it's a better way of doing business. Are you ready to blend your channels and boost your sales?
If you’d like expert assistance to find the gaps and create a cohesive experience for your customers and optimize processes for your business, BreathEasy Business Coaching and Consulting is the solution you need. We can quickly assess your business processes, identify inefficiencies and give you a data-driven solution, all in an extremely short amount of time.
Sincerely,
R. Altomare
Founder, BreathEasy Business Coaching and Consulting
The Shameless Plug
If you'd like to learn more about this and other key topics that help you manage your business efficiently and successfully, may I recommend The Tradesman's MBA? It covers all the topics you need to operate your small business effectively and efficiently. Planning, Strategy, Finance, Accounting, Inventory Management, Marketing and Project Management are all covered to help you avoid costly mistakes.
And, if you'd like to learn how BreathEasy Business Coaching and Consulting can help you lower your costs and keep more money in your pocket, please fill out the contact form on the homepage and I'll reach out within 2 business days to discuss your particular challenges.
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