Maximising the consumer’s shopping experience
The shopping landscape has changed radically in recent years with the emergence of e-commerce. Consumers are increasingly informed, have access to an immense amount of information, and are hyperconnected. Factors that clearly determine why today we speak about a demanding and empowered customer, who seeks out, compares and demands unique, unified and consistent experiences in the purchasing process from any channel (private stores, large surface areas, multi-brand channels and e-commerce channels). Retailers talk about the omnicustomer scenario and customer-oriented strategy and culture.
According to Adgoclick data, 56% of users buy fashion online. And among those who prefer physical stores, 79% research over the internet before buying.
Therefore, the challenge is to build an interconnected omnichannel supply chain, which seeks to optimise the different processes of the chain, in order to make it faster, more accurate and more cost-effective. In this way, any fashion, home and accessories company operating between different sales channels must build its strategy based on omnichannel fulfilment by fine-tuning forecasts (demand predictions) and equipment; avoiding inefficiencies in picking and shipping methods; and keeping the customer informed.
The goal ultimately is to satisfy the expectations and demands of the consumer, offering:
• Convenience (buying when, where and how they like)
• A unique and as personalised an experience as possible
• Process control and information
A smooth logistics operation
The omnichannel requires fluid logistics which anticipates today’s consumer, knowing how to manage equipment and assets, having flexible automation and technology which provides real-time information on orders and stock and eliminates bottlenecks. Furthermore, distribution centres must be multi-functional spaces that allow easy and quick access to stock, with different operational areas, which are sustainable and are located in strategic locations to optimise operations.
It is essential to have a unique and very refined inventory, in real time, which is reliable, well structured and efficient, which prioritises orders based on when the customer wants to receive them and their specific characteristics, and which updates the stock of products, regardless of the channel through which they were sold.
Where shipping and delivery options are one of consumers’ most highly valued points when it comes to meeting their omnichannel expectations. The flexibility to get a hold of the right product, which includes pickup at the store or at convenient points (dropping points), and returns or exchanges from different channels. The visibility and availability of knowing the stock available in the store or online. In short, the consumer wants to buy a garment in the online store of their favorite brand, go to pick it up at the physical store, and return it or exchange it in the format that suits them best. Or go to their usual store and, even if they don’t have stock of the product, they make it easier for them, right there and then, to buy it and receive it in the comfort of their own home, and in one click. An omnichannel that maximises the supply chain of companies.
The five keys to the omnichannel
- It is important to homogenise logistics management and sales services, sharing data and information between different sales platforms.
- The business processes must be fluid, agile and attractive to the consumer, and rely on reliable and robust technologies.
- The company must be able to adapt its product and service offering to each customer automatically and at the right time, exponentially increasing sales opportunities.
- Having a partner with experience in this field will allow companies to anticipate the next move by the client or the market. The aim is to satisfy them while also preparing for potential contingencies.
- And, most importantly, always placing the customer at the centre of the business.
