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BEST PRACTICES & STRATEGIES

How omnichannel is shaping the

consumer experience in the long term

Wherever you go, people are busy with their goods are only known from pictures, many online shop-
smartphones: shopping, online banking or pers order their articles in different sizes and versions.
answering emails, the trend is clearly moving For this reason, the number of returns has increased in
from the desktop to the smartphone to deal with parallel with larger order quantities.
everyday needs both in business and in private
life. Consequently, marketers must see how they Flagship stores might be a solution for
reach their target group via mobile ads. more sustainability

The best solution will most likely be achieved by linking One way towards sustainable omni-channel could be
brick-and-mortar retail and online businesses more so-called flagship stores after the pandemic. The princi-
closely with one another in the omnichannel world to be ple is simple: the dealers have a small local inventory
able to fulfill the expectations of customers, be more of their goods in the shop, where customers can in-
transparent, and to improve the consumer journey sus- spect, try on, and select. Once the choice has been
tainably. Anyway, the purchasing behavior of custom- made, the dealer orders the items from the warehouse
ers has shifted more towards online shopping which and has them sent to the customer's home.
triggered an increasing number of retailers to add an
online shop to their portfolio. If the goods still do not meet the requirements, they can
be returned both in the shop and online, creating more
Customers benefit from the fact that they can have al- comfort for both sides. The customer can take a close
most everything conveniently delivered to their home, look at the color, fit, and model on-site and make a tar-
although often not particularly sustainably. Since the geted decision, reducing that way the number of re-

10 August 2021: Omnichannel Marketing