Why Omni-Channel Retailers Will Win

There is an interesting trend that is increasingly taking hold – the marriage between the physical store and the digital world. Industry term alert: Omni-Channel.

 

Wiki Definition: Omni-Channel Retailing is the evolution of multi-channel retailing, but is concentrated more on a seamless approach to the consumer experience through all available shopping channels, i.e. mobile internet devices, computers, brick-and-mortar, television, radio, direct mail, catalog and so on. According to the article in Marketrealist, this key word is what gives Walmart the advantage over Amazon. As we can see from the statistics, 70% of the top players have a physical store.

 

What advantages does a physical store provide?

 

The key advantage is the flexibility of delivery options that can suit a wide variety of needs:

  • Order Online – Pick up in store
  • Order in Store – Ship to Home
  • Order Online -Ship to Home
  • Or just simply shop in store

 

Vs

 

For the e-store model, the only options is:

  • Order Online -Ship Home

 

This flexibility allows the stores to capture a much larger spectrum of shopper’s needs and can easier convert them to customers.

http://marketrealist.com/2014/05/must-know-can-walmart-challenge-online-might-amazon/

 

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