Omni-channel is a buzzword that’s often referred to in retail. Most people think it simply refers to the relationship between online and bricks and mortar however there is more to it than that. Omni-channel is a multichannel approach to retail that provides the customer with a seamless shopping experience across all touch points.
It takes into consideration the journey a customer takes from the time they start their shopping experience through to the point at which they decide to buy, dependent on how long they take to make a purchase, these touch points could be very different. This may include bricks and mortar stores, online stores, mobile and app-based stores, a phone call, a newspaper, a magazine or a trade show. The important factor here is to provide them with a seamless shopping experience.
This means that everything related to a brand needs to be ‘on-brand’ and consistent with regards to product, price, packaging. Should pricing or products not be aligned across different touch points, the customer may start to doubt a brand thereby losing credibility and trust. Building your customers trust by ensuring a positive, consistent brand experience is imperative. This in turn is instrumental to your retail partners success and top of mind when they consider your brand for their business.
Success is dependent upon having a great product that delivers its promise, with a unique point of difference, wrapped up in a compelling brand story, supported by a strong team of people who believe in it.
Retailers understand that to keep customers shopping their experience needs to be immersive and entertaining. It is about creating theatre, enabling the customer to visualise their intended purchase, to trial or try on their desired product and to shop with ease. An interactive journey to purchasing a new lipstick may involve searching online to identify the latest trends from different brands. Reading consumer reviews and watching online tutorials. Viewing Instagram, YouTube videos, augmented reality apps and price comparison websites.
Once they have identified their preference, they may then go into a store to try on a selection and once they have selected their best option, they may go back online to obtain the best price, and the quickest delivery option. It is a complete journey that requires an understanding of consumers shopping habits at all points, as well as how to keep them engaged whilst providing them with the necessary information and tools.
Whilst bricks and mortar have experienced challenging times and the ongoing adaptations in technology have seen the introduction of chatbots and virtual reality becoming more mainstream across online channels, traditional retail stores still play a valued role in the shopping experience. Retail stores are recognized for their ability to educate consumers, providing an opportunity to interact with ‘beauty experts’ through product demonstrations, make-overs and 1-2-1 services including hairdressing, facials, nails and waxing.
To provide an immersive experience between the two channels, many retailers hold events where both online and offline customers are jointly invited to discover a new brand or product in-store. It is all about creating theatre, an immersive experience that is seamless across all touch points.
Are you looking for expertise to help you with developing your omni-channel strategy and your marketing campaign and events? Get in touch to discuss how we can work with you. As a beauty brand management company we work with our clients to develop their brands from ‘concept to shelf’.
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet is one of the best people I have ever worked with in my career. She fully understands the whole process of product development, supply chain and marketing. Janet has in-depth experience of toiletries and international retailing. I would recommend her to any company or client.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘I highly recommend Bespoke Advantage to business owners across the beauty, spa and wellness industry. Janet has been a fantastic support to my business. Through her in-depth knowledge of the beauty industry she has provided me with strategies specifically tailored to my business needs, to help me to grow my business across the marketplace’.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘Janet is extremely professional, knowledgeable and thorough, an expert of her field. This shone through from our first conversation, which instinctively led me to want to work with Bespoke Advantage. As a new skincare brand the expertise of Bespoke Advantage has been invaluable.’
‘Janet, absolutely fantastic to meet you today. Thoroughly enjoyed The Beauty Workshop. You definitely excel in your area and beyond.’
‘We have been really pleased to work with Janet. Through her 6-Month online coaching program she showed us exactly what we needed to do each step of the way. Really look forward to having future opportunities to work together.’
‘Many thanks again for all the help, support and words of encouragement, as I said before, best and most sensible thing I’ve done in developing my beauty ideas is to engage with you!’
‘It’s been inspirational working with Janet. We are in the process of launching a skincare brand however have received conflicting opinions from so many people we were really confused. I am so impressed by Janet’s knowledge and experience in product development, marketing and retail and the way she explains everything so clearly. She is very motivating and positive, and so much fun to work with. I have much more clarity and confidence in how to move things forward.’
‘Bespoke Advantage helped us to bring our brand to life creatively and strategically. We have a clear strategy in place, with a distinctive brand message that enables us to articulate our brand to retailers and to journalists.’