A strong shopping experience with omnichannel e-commerce

Put the customer first with an unambiguous appearance for offline and online

Provide a seamless customer journey across all channels

The needs of customers are changing. They want an on-demand experience, where they view products and ask questions when it suits them, on a channel of their choice. They expect brand consistency and a shopping experience that is the same everywhere. Omnichannel eCommerce responds to this. It is a combination of targeted touchpoints and centralized channels. The information that the customer sees, connects everywhere; from webshop to mobile phone and from email to store. An omnichannel strategy is not about the product or service, but the customer.

Get to know your customer for more conversion

The customer's shopping experience has no limits. Personalization is the keyword; the right content, for the right person, on the right channel. Customers are more likely to make a (repeat) purchase when they receive an individual customer experience. By personalizing the product range or applying cross-sell to purchase behavior, customers experience a personal treatment. Offering loyalty programs or order lists with order history also improves the shopping experience and thus the conversion.

Omnichannel eCommerce in practice

An order kiosk in the store

Something out of stock in the physical store? Let customers order it online from the store via an order kiosk. It is an extension of the store with which the customer can search for an article and read all associated product information. Products can be ordered in the desired color or size and can be paid immediately, put on account or delivered free of charge at home. Read how Paardekooper does this.

Configuration screens

Goossens placed several computers in the store on which the customer can configure a chair, sofa and boxspring. This is a handy option when not all variants (version, color, material) are present in the store. On these screens, the customer has the option to search, configure and or order products.

QR-code

The same idea as an order kiosk or control panel: the QR code. Link a QR code to products and send customers to the relevant product on the online platform after activating the code. Here the customer has real-time insight into the different versions and variants, including the option of ordering the product online.

Scanning barcode

As a wholesaler and supplier of party supplies, Folat was looking for a solution with which customers could order products quickly. Customers can now scan the barcode with their mobile phone, walk through the range shown and fill their online shopping cart. This way, they can purchase products anytime, anywhere, even when they are at a trade fair or when they come by on location.

Online visibility over offline stock

Goossens customers often start their search online. They orient themselves on a product and compare it in the webshop. But because the customer likes to try out the sofa, chair or boxspring first, the purchase takes place in the store. Goossens therefore on the webshop shows which stores have the products present in the showroom.

Wishlist

For a customer, the range of products can be overwhelming. The wishlist offers a solution to help the target group with selecting and finding products. Customers can make a wishlist online and take it to the store to see the products in real life. Even products composed with the configurator are on the wishlist. Charlie Temple uses the wishlist functionality for example.

A complete and personalized experience

Benefits of an omnichannel strategy:

Unambiguous brand experience

Recognition ensures returning customers. Give the brand a face and provide a consistent look across multiple channels. Thanks to omnichannel eCommerce, the customer always has the same shopping experience everywhere.

Customer satisfaction

Put customers first and let them choose the channel where they orient themselves, ask questions or order. Choose a seamless transition between online and offline and transform consumers into loyal customers.

Full customer profile

Collect customer data through different channels and really get to know customers. Find out their wishes and needs and develop a personalized strategy that leads to a better shopping experience with a higher conversion rate.

Higher conversion

Online affects offline - and vice versa. For example, omnichannel eCommerce allows the customer to order online and fit the product in the store. This offers various opportunities for up- and cross-selling, resulting in more conversion.

Why omnichannel is indispensable for B2B trading

Do you want to give your visitors a smooth B2B shopping experience? How do you make sure that all your sales channels work in harmony? In this whitepaper, we look at why an omnichannel is suitable for B2B and analyse the steps needed to make such a strategy happen.