Multi-channel retailing has broken the barriers of geographical locations. However, with the advent of digital technology, there are various platforms from which consumers can access and purchase garments. Integrating all these channels can help apparel retailers streamline their supply chain processes and achieve customer satisfaction. As the boundary between online and offline shopping blurs in the minds of consumers, it becomes increasingly important for apparel retailers to provide a seamless buying experience across all avenues and gain a competitive advantage.

The growing number of smartphone users is influencing the rise of online apparel shopping. This means that more consumers have the freedom to research various apparel brands and retailers online. Additionally, the rise of social media marketing and blogs has compelled brands to break out of their conventional advertising strategies and become more web-savvy to reach their target customers.

Multi-channel vs. Omni-channel retailing

Multi-channel retailing offers shoppers the option to buy a product from various purchase points, including in-store, online mediums (computers, tablets, mobile phones), interactive televisions, and even wearable technology. Each channel operates independently of the others. Omni-channel retailing, on the other hand, allows consumers to use more than one purchase point from a retailer for a single transaction. For example, buying a garment in a physical store and requesting a return online.

With omnichannel retailing, an apparel retailer can provide a 360-degree view of the purchases made by customers across all channels. In contrast, multi-channel retailing merely offers customers an array of channels to choose from.

Data and analytics

To become a successful apparel retailer, having knowledge about consumer behavior and purchase decisions is extremely important. With the digitization of retailing and modern concepts where retailers allow customers to download mobile applications, collecting data about customers becomes easy. This data can help retailers leverage analysis on consumer behavior.

Furthermore, with an omnichannel retailing platform, a retailer can provide instant updates to a customer who has just entered the store, offering them deals and discounts. Access to such data also allows retailers to provide customers with features like setting alerts for favorite items, daily deals, and special discounts.

Smart consumers surfing the internet often look for product reviews on blogs and social media networking sites to compare and purchase products. According to a recent survey of American apparel shoppers, 77 percent compare prices, 58 percent read reviews, and 71 percent look for coupons and offers. The same survey also found that 68 percent of consumers considered writing product reviews (for both online and physical store apparel purchases), 71 percent agreed that product reviews influence them, and 81 percent believe online reviews of products are believable.

Hence with Omni channel retailing the customer feedback and such kind of data can be used to recognize decisions to be made, to build customer loyalty, and to win confidence of the consumers.

What does having Omni channel apparel retailing do?

Being omniscient is perceiving and understanding all things. Hence having an all around presence in apparel retailing requires brands to connect online and offline stores. This means having same prices, offers, products, and even displays across all channels. Providing facilities like buying garments online and picking up from stores to customers will lead to integration across all channels.

The in-store shopping experience needs to amalgamate with digital mediums that consumers use like Smartphones, tablets, and even wearable technology like Google glass and apples watch. This allows shoppers in the store to have access to information regarding offers and discounts, check if items in their shopping list are available in the store, and provide layout of all the merchandises in the store. Moreover, with such a digitization in brick and mortar stores, retailers can also provide the privilege of paying through digital wallets to avoid the queues at the check-out counters.

Omni channel retailing gives the facility to make the purchasing process more customers centric. Personalized information on new products, discounts, and offers can be enabled to encourage brand loyalty and customer satisfaction. Besides integrating all the front end operations of a physical and online store, Omni channel also helps connecting the whole system to the back end inventory and supply chain. This makes it easier to streamline data and workflow.

The increasing usage of digital technology through different platforms has led retailers create a flawless shopping environment for customers that keeps them updated about all the channels simultaneously. The use of mobile and online buying has transformed the way we look at shopping. Having unified apparel retail strategies and offerings on websites, physical stores, mobiles, and social media channels can improve the shopping experience and make it more easy and frequent.

References:

1.Omnichannel.me

2. Apparel.edgl.com

3.Blog.joelrubinson.net

4. Sloanreview.mit.edu

5. Cottoninc.com