There is one thing that all retailers can agree on: the future is omnichannel. People want easy access to your brand, whether it be in-store or online. But more than this, people want seamless experiences between different platforms.
Is your brand embracing omnichannel experiences? If not, now might be the time to make some changes and look into available domain names to set up a website. Successful modern retailers adapt to the latest omnichannel trends. But which new trends await us in 2023? Let’s take a look!
1. Digital brands setting up physical stores
This might sound counterintuitive. It wasn’t long ago that people were predicting the demise of the high street retailer as online stores became dominant. Today, there is a slightly different picture.
Online retailers are still surging (revenue is expected to hit a huge 1,000 billion dollars by 2023). But the high street store has seen a recovery. You’re probably wondering how omnichannel fits into this; 59% of consumers say they will first look at products online before buying them in-store.
Consumers are hungry for first-person experiences with products. Online retailers need to switch their methods if they are to fulfil these needs. Don’t be surprised if you start seeing the appearance of previously online-only brands on the high street. Retailers such as Amazon have already started to make the switch.
2. More virtual shoppers
As we’ve established, people like physical experiences with products. They like to try on a shirt before buying it or to flick through the pages of a book. These experiences simply cannot be replicated online. Or can they? Some retailers think so. In recent years, we’ve seen the rise of virtual shopping.
But how does it work? Let’s imagine that you are browsing online and find a pair of shoes that you like. You’d rather not buy the shoes without seeing them properly so you contact the store. You are then forwarded to a video call with an in-store sales agent. They’ll answer your questions and show you the product from different angles.
Some virtual shoppers even have the option of ‘trying on’ products. This is when stores use augmented reality (AR) technology to project products onto customers. As AR technology becomes more advanced, these kinds of experiences are likely to become common.
3. Integrated in-store and online experiences
Omnichannel experiences need to be as seamless as possible. That’s why many brands are looking to blur the lines between in-store and online shopping. Many retailers now offer the option of starting a purchase on a mobile app and collecting it in-store. To deliver this level of service, retailers are increasingly relying on sophisticated multichannel inventory management software.
Mobile apps are increasingly becoming more innovative. Let’s look at one relatable example. Being in a shop and hearing a familiar song, but not being able to remember its title. The coffee chain Starbucks has capitalised on this frustration. You can open the Starbucks app in-store and it will identify any songs playing.
It’s innovations like this that will likely become even more common in 2023. Building the perfect app is difficult (you’ll probably need task management software to ensure the best collaboration). But when building your app, consider how you can integrate experiences.
4. More personalisation
If there’s one thing we can say for sure about customers, it’s that they like personalisation. You only need to look at the stats for proof—80% of customers expect offers they receive to be based on past interactions with a brand.
Brands aren’t letting this opportunity slip. We’re seeing more and more personalisation across mobile apps, and even in-store. But effective personalisation needs to be omnichannel. Recommending products via your mobile app is a good first step. But many retailers are now going further, offering in-store recommendations.
For example, we’re now seeing ‘smart dressing rooms’. When a customer goes to try on clothes, they’ll see recommendations for other items they might like in the mirror. Although in its early stages, this technology is likely to become more prevalent. Brands will want to further integrate app data to provide even better recommendations.
5. The continued rise of the influencer
The influencer market has shown rapid growth in recent years. In 2016, the industry was valued at $1.7 billion. By the end of 2022, the number is expected to hit a huge $16.4 billion.
As the platforms for influencers continue to grow, so does influencer marketing. This has opened the door for new omnichannel methods of advertising. For example, on TikTok, influencers can now have ‘store fronts’ for brands they are promoting. When a viewer clicks a link, they are taken to the store of a retailer.
Instagram have also introduced new methods of omnichannel influencer marketing. Influencers will often feature products in their content. Viewers can click on the picture or video and find out how to purchase them in an instant, which can be a great way of boosting sales.
As influencers continue to grow, we’re likely to see many more options for omnichannel marketing.
6. A switch to omnichannel customer service
Simply offering customer support on multiple platforms is no longer enough. Customers want innovative, streamlined support as part of their online customer service. Today, more and more brands are offering omnichannel support. For example, Disneyland have synced tickets, dining experiences and photos all under one app.
We’ll likely see much more of this innovation in the years ahead. Just remember not to get carried away and overlook other important factors. Basic elements, such as phonelines, are still crucial to your customer service (so it might be a good idea to get with the times and invest in a cloud-based telephone system).
An exciting year ahead
If the indications are anything to go by, we can forecast an exciting year for retailers. Although a relatively new concept, many businesses have already switched to omnichannel technologies. It’s not hard to see why. Omnichannel means simpler experiences for customers, and ultimately more sales.
Your business has probably already embraced the future in some aspects. Your workplace has probably become digital, and you may even have invested in a hosted PABX phone line. Why not embrace omnichannel technology? By getting in early, you can start capitalising on some of the trends listed here. Whilst businesses are adapting to new technologies, you can get ahead of the curve.
There’s no time like the present, take a look at your business and see what omnichannel can do for you!
Tanhaz Kamaly is a Partnership Executive at Dialpad, a call recording service provider and modern cloud-hosted business communications platform that turns conversations into the best opportunities, both for businesses and clients. He is well-versed and passionate about helping companies work in constantly evolving contexts, anywhere, anytime. Tanhaz has written for domains such as Not Going to Uni and Corporate Vision.
Check out his LinkedIn profile.
