Omnichannel: A Fancy Word for Increasing Product Discoverability
Omnichannel is an industry buzzword, and possibly an overused one at that. But, its connections pack a meaningful punch.
Omnichannel means that your brand is capable of selling everywhere the consumer is willing to buy. In an omnichannel world, there is no difference between retail stores or eCommerce or mobile commerce or social commerce. It is all merely commerce, and the need to conduct business operations from a centralised hub, pulling in sales and inventory data from physical stores, eCommerce sites and various marketplaces, is key to a healthy strategy.
Recent data supports this, as well. A study discovered that 47% of shoppers intend to begin studying products on a search engine like Google or Bing, followed by Amazon with 31%, and 13% in stores. Bloomberg data published earlier this year reported similar findings: 44% of customers start their product search on Amazon, with 34% doing so on search engines.
Yet, no matter where customers start their search, 90% of retail sales still occur in-store, and 95% of all retail sales go to stores which have brick-and-mortar locations. It looks very much as though mobile commerce and physical commerce are focalising: 75% of shoppers use their mobile device in-store, increasing the use of beacons to push in-store notifications making that short consumer attention span back to the brand at hand.
Optimise Your Site for Search Engines
Be sure that your SEO is rock-solid and remember that SEO is not a “set it and forget it” thing. It would help if you were consistently refreshing. Make sure all merchandise pages have proper meta-data and page titles. Write your own, compelling and keyword-rich product specifications. Launch a blog to add character to your brand, and to earn beginning ranking authority on search engines. Make sure your website is mobile-friendly.
Make Marketplaces Your Friend
Many of you started on an Etsy or Amazon and then decided to move away from those marketplaces to focus on increasing your total cost of ownership and begin to build acute brand awareness. Similarly, in the digital world, ADOHM is a tool that helps provide options to run campaigns in an omnichannelway by running ads simultaneously on different platforms like social, search, video and display.
Now that your website is up and running, though, marketplaces can improve your product discoverability and bring even more characters to your website as well as your brick-and-mortar. Through ADOHM, you can give the same omnichannel experience to your customers in the digital world to complement your brick and mortar stores.
This can play well into a full omnichannel strategy as well. For instance, stores place products on Amazon, but offer in-store price matching in the digital world, enabling them to sell additional products to savvy customers in-store, and let those who prefer marketplaces check out there.
Customers are frequently blurring the lines between commerce points of sale, whether that be offline, on your website or via a marketplace. If your products don’t appear when and where a consumer searches for them, you won’t be closing any sales.
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