Research: 3 tips to master the DIY omnichannel retailing
OrderDynamics, a leading cloud software and big data company, conducted a research on over 50 retailers in the UK to expose what are the gaps in the omni-channel retailing strategy, and what solutions retailers should follow to rule it.
1. MAKE IT EASY FOR CUSTOMERS TO FIND AND PURCHASE AN ITEM
After surveying visiting the online store (this included product search and engagement with on-site help agents where possible), downloading and using the app and visiting the online store via mobile, desktop and tablet devices, OrderDynamics‘ report found that only 47% of surveyed retailers had optimised site search.
Roughly 83% have a mobile optimised website, yet only 31% are likely to have an app. 27% had a responsive design to their mobile devices.
Furthermore, only 20% of retailers offer Wi-Fi in-store and 12% have QR codes or scannable barcodes.
2. CONNECT YOUR ORDERING, FULFILMENT AND RETURNS PROCEDURES
The autohors involved for each retailer: engaging with on-site help agents where possible, purchasing a product and returning a product. Click and collect services and a cross-channel return were done wherever possible. 88% of the businesses offer next day delivery and 74% offer click and collect service.
32% had an option to named delivery time slot and from 67% of the retailers consumer could choose 3 different delivery option. Moreover, 35% had in-store stock visible online and 31% have end-to-end order tracking.
3. PROVIDE EFFECTIVE AND PERSONALISED CUSTOMER SERVICE
Tailored marketing and customer support is critical for the omnichannel success and 91% of retailers meet the expectations. However, only 27% of them have on-site help chat and 63% a pro-active knowledgeable staff in store.
When engaging with contact centre via email, telephone and social media, the report found that 55% sent not relevant marketing emails and only 10% of the retailers surveyed offered extremely relevant marketing emails. Roughly 31% had good call centre quality and 74% had a 2 minutes waiting time, 11% didn’t have a call centre.