Omnichannel Retail Strategy: The Definitive Guide 2020


Omnichannel Strategy
for Retailers

“What is Omnichannel Strategy?” and “Are the benefits of omnichannel strategy worth my effort of building one?” are just 2 of many questions that retailers have while researching an omnichannel strategy for their business. This chapter will give you the key factors of an omnichannel tactic and guide you through the concept of building omnichannel architecture, so that you can bring omnichannel customer experience to your own retail.



– Research from Consumer Goods Forum –

From the first and second parts of this Omnichannel Retail Guide, we offer you a great deal of precious information about Omni-channel. Particularly, the definition, as well as its benefits, help businesses understand the true value to obtain from Omni-channel.

In this third part, we will show you how to plan an Omni-channel Strategy for Magento Retailers.

To help you take the root of the issue, here are some prominent ideas from previous sections.

Basically, the Omni-channel platform aims at a seamless personalized customer experience anytime, anywhere on any devices. Therefore, a retailer must ensure meeting customer expectations. That is also what customers expect.

Luckily, Omnichannel architecture has a range of benefits to solve this problem. Particularly, it improves customer insight, strengthens customer loyalty and competitive differentiation; increases sales, expands customer base and boosts profit.

Omni-channel platform definitely helps deliver more consistent customer experience across all channels while adoption of more channels will not do. Thus, the right strategy is the key to see the best results.

To acquire the maximum benefits of an Omnichannel strategy and avoid unwanted objections during the process of implementing the omnichannel tactic, this chapter helps you resolve 3 questions:

  • How to Improve Omnichannel Customer Experience
  • How Omni-channel strategy incredibly solves back-end management
  • How to keep Omni-channel platform on track efficiently.


Merging Online & Offline Experience In Store

Nowadays, customers expect to receive contextual information while shopping in-store. Thus, businesses decided to leverage mobile phone for real- time in-store communication with customers.

A research held by IDC has revealed the fact that:


Of Asian shoppers use devices to look for the information relating to the products they want to purchase – Cltation from the research by IDC –

Since many retailers have already understood their customers’ demand, they begin to make the first move in bringing omnichannel customer experience and use beacons to recognize customers when they step into the stores. This machine detects nearby smartphones and give the staff information relating those customers.

With beacons, advertisement, coupons, and supplementary product information can be transmitted to in-store screens located near to the customer.

Retailers could also gain vital customer in-store information to deeply understand the maneuver through the stores.

Besides, in global omnichannel retail examples, there is another effective tool that some retailers recommend – RFID (Radio – frequency Identification Technology). We could take an example of RFID from London’s Regen Street opened in 2013.

They use (RFID) tags are embedded into products, enabling the customer to view multimedia content via 100 digital mirrors and 500 loudspeakers in the store.

When customers hold the item near to the mirror, it suddenly turned into a whole screen displaying information about the product.


Predominantly, retailers can take advantage of mobile devices to leverage revenue in-store as we mentioned above.

Besides, in case you want to maximize effectiveness, here is the tip you may want to know in planning an omnichannel strategy:

This is what is referred as “on-the-go” promotions: Via a phone or a tablet point-of-sale app, incentivized coupons that can be redeemed in store.

Moreover, they are also targeted to the location when customer come near the stores. After shoppers enter specific geo- fencing codes (pre-defined locations), the customer insights database triggers targeted offers. This action could increase the chance of getting the customer to visit the store.


warehouse management

Increase Inventory Visibility

If your business wants to get the status of multi channel profitability, you should seriously consider integration and automation.

At the first glance, you may notice that cross-channel inventory visibility truly unlocks the key of a successful Omni-channel retail system.

Moreover, if you are turning into new channels to create more innovative workflows and manage more complex systems, this level of visibility would be significantly important to your warehouse management.

It seems too easy to control and you, obviously, could reach that range of benefits as long as your Omni-channel works successfully.

In addition, Omni-channel visibility allows businesses to go beyond simply compiling data or producing reports.

It provides clear insights to help increase profit margins and accurately predict demand. The situation of being out-of-stock would no longer happen to your warehouses, as well, you do not need to overstock product to avoid the problem above.

Through centralized omnichannel inventory management, you can lower the amount of the inventory you have on hand while increasing stock available to meet Omni-channel demand and acquire higher benefits of omnichannel strategy.

omnichannel management system

Automated Operations

Countless retailers, both large and small, are still using outdated tracking methods to manage 2 biggest assets: inventory and cash flow. Thus, this led to the inefficiencies and inconsistencies of these manual.

How to implement an Omnichannel strategy and resolve this issue? Automated Operation is a great answer.

Nevertheless, you can boost productivity and stay competitive in a commerce landscape by automating key processes across your omnichannel platform.

Inventory and cash flow would no longer be a terrible nightmare for business. All the management process becomes incredibly easy as well as efficient.

In addition, Omni-channel visibility allows businesses to go beyond simply compiling data or producing reports. It provides clear insights to help increase profit margins and

centralized control platform

Omnichannel Strategy With Integrated System To
Boost Business Growth

Initially, siloed system and inventory may work out for your organization.

However, they can quickly become detrimental due to the growth of your multi-channel performance.

As a result, it may lead to the problem of disparate systems, as well as inaccurate data. Besides, what’s more destructive is the breakdown in cross-departmental communications.

To solve this problem, with Omnichannel strategy, retailers must integrate all the critical business technologies into a single operation and analytic omnichannel platform.

Having this centralized control platform will support you to synchronize all the retail and wholesale channels. The issue of improving data accuracy and visibility would be solved without delay.

Thanks to Omni-channel strategy, that now, retailers can obtain this target easily and quickly.


Apart from how to plan a perfect Omnichannel Strategy for your own business, keeping your omnichannel tactic on track is another mindful issue.

Luckily, this problem has so many effective solutions to solve.

However, in the range of this Omnichannel Retail Guide, we just offer readers 2 prominent ways to make your own Omnichannel strategy work productively as you want it to be.


In the conference of Magento Community called “Imagine 2016 – Breakout IV”, the staffs who came from i95Dev – an eCommerce solutions company specializing in Magento, did have an impressed presentation about Omnichannel Success.

They point out 6 steps leading to the efficiency of an Omnichannel strategy:

research demand Aware of the Need

Actually, integration holds the key to Omnichannel Success. So the very first step people need to do is awaring of the need in order to integrate.

invest in omnichannel system Identify the System

Your business has multiple choices of an Omnichannel system. However, it’s crucial to make user experience growing up with the system chosen. Because the integration is limited due to your choice.

set up requirements Set Expectations

It’s better to set up requirements before using Omnichannel approach. For examples, identifying the information you want to share across the system or the process you want to automate. You might involve all the concerned stakeholders like E-Commerce, ERP, Marketing, IT, etc.

consider omnichannel system Build vs Buy

Your business might answer the question: should you build it or buy it? Build it in-house or ask your e-commerce partner to do this? Or buy an off-the-shelf integration product which can help you with this?

deploy attention Give due Attention

The core values of Omni-channel platform include: E-commerce, Physical Stores, ERP, Social Media, CRM, Marketplace. Business should give due attention to each factor, not overrate one over another element.

educate staff Leverage the Framework

The 4 steps to leverage your company framework include: educate staffs the necessity of Omnichannel as well as its own benefits; train them how to use; leverage the strength coming from the unification and lastly, succeed in omnichannel.


get customer insight Get the analytics fix
lossless data synchronization Product – Channel sync
seamless omnichannel experience Online-offline balance
Get the analytics fix

The pure meaning of the term “analytics” is the insight on customer’s behavior.

It helps business target customers with the right Marketing strategy based on where they are at in their buyer journey.

Moreover, analytics also helps to identify opportunities for up-selling and cross-selling and in identifying gaps in engagement (it predicts the trend in customer behavior). This can be achieved by a range of insightful sales reports.

Product – Channel sync

In an Omnichannel Strategy, a product can reach its highest sales potential only when it leverages the right channel to reach its target market.

A product needs to attract customer visually and be showcased on platforms that champion visual creativity.

Nevertheless, the good Omni-channel strategy mustn’t end there. It must deliver a frictionless shopping experience through a mobile-optimized website.

One important thing to take into consideration is that omnichannel architecture never recommends giving equal or more prominent to specific channel or channels. It only talks about delivering a seamless and consistent experience across channels.

As a result, the product channel sync is crucial and getting it right is significant to make your own Omni-channel strategy work. Besides, retailers also need to ensure that the connectivity across multiple channels should be streamlined.

It’s not about online vs offline – let’s use online to score and offline to win instead

A recent survey by HRC Advisory brought into the truth that nearly 75% of respondents found e-commerce transactions were stealing sales from store-front. E-commerce growth rates are surpassing brick-and-mortar sales but a good 10 – 15% margin.

People think Omni-channel strategy is all about customer experience and continue to look at online and offline as 2 disjoint channels instead of leveraging one to support the other in order to create a complete omnichannel solution.

Here, we can take the “Beacon technology” for example as a tool supporting companies to reap the up-selling and cross-selling.

The way beacons work: Advertisement, coupons, supplementary product information can be transmitted to in-store screens located near to the customer.

Besides, retailers could also gain vital customer in-store information too deeply understand the maneuver through the stores.