In spite of digitization, reaching the consumer has never been harder. 2020 instituted an unprecedented step change in the way we worked, socialized, and lived; so how have marketing and sales kept pace with this cultural change since and how do we plan to continually improve in the next decade? The answer is, and always has been, in Omnichannel.

Dr Kirsten Cowan wrote that retailers which “innovate in omnichannel will succeed amidst COVID-19” and that, “the more channels retailers integrate, the more satisfied consumers are likely to feel.” This sentiment hints at the informational onslaught that consumers are feeling in their lives at present. The retail leaders who can simplify their offers and effectively integrate them into the omnichannel model will stand out for their simplicity in a complex world. Consumer mindset is king in the modern business landscape and providing both yourself and your consumer with more options to buy whilst  communicating your offering distinctly and simply will prove most effective in the new digital world.

Integrating, Aligning and Unifying Multichannel E-commerce to Drive Productivity

Covid-19 has proven a considerable accelerant for e-Commerce and to an extent that few could have anticipated. This is due in great part to an understandable fear of shopping in physical locations, which has pushed more consumers to shop purely online. It’s borne out in the results where we can see that just 10 years ago, e-commerce only accounted for 5.1% of total retail purchases. In 2020, over two billion people purchased goods or services online, meanwhile, e-retail sales surpassed $4.2 trillion worldwide.

The simple fact of the matter is that 80% of Internet users in the US have made at least one purchase online but by 2040, around 95% of all purchases are expected to be conducted via e-commerce services and providers. Investment in your e-commerce portfolio isn’t just something that prepares you for Covid-19, it prepares you for a future certain to digitally transform. With this in mind, there are 3 areas that the modern retailer cannot afford to forget when focusing on integrating, aligning and unifying their multi-channel ecommerce systems.

Optimization

Prioritizing your e-commerce system at this time is all well and good, but it will amount to nothing if you do not first optimize your systems for success. The enhancements that you make to your website which help to convert visitors into customers will be essential at this time. A poor website not set up for conversions, or a stuttering customer journey will ultimately be detrimental to your success at this time. Though it might sound intensive, you should consider the following optimization processes to build success.

• Ensure the your cart system works fluidly and reduces irritation
• Increase customer faith through trust signals and conversion will follow
• Help customers to find your site through search engine optimization.
• Improve the design, UX and flow across your website
• Build on the shopping experience with interactive elements.

Meeting Rise in Demand

By 2024, US retail ecommerce sales are expected to rise to $476.46bn. Clearly, the pressure to meet demand is rising and omnichannel inventory management is how businesses can best rise to meet it. Omnichannel inventory management – the system wherein your stock is synchronized in real time across all channels – is our best solution to deliver to such a steep incline. To this end, businesses must:

• Work to maintain and increase visibility across the supply chain
• Increase the ease at which stock can be moved across business channels
• Reduce the cost of return policies to prevent significant loss
• Give the customer more options when it comes to purchases, be it in-store or online
• Invest in innovation to help keep track of stock and its movement more easily

Ensuring Ease of Use

Above all else, your e-commerce tools should be easy to use. Listening to your customers is vital in this pursuit as they can help guide you towards a simpler journey which values their time and energy. Customers have more options than ever before thanks to the growing e-commerce market, it’s up to you to provide them with the best.

Preparedness for both boom and bust is what marks out many of the great businesses in history. COVID-19 has shown that rapid adaptation, or the ability to pivot creatively in the face of crises, is a modern version of this mantra – but one that shares the same principles. Your investment into these strategies will be both immediately useful to combat the impacts of the pandemic – and effective at protecting your organization in the long term.

GDS Group hosts experts to help experts. We strive to provide an atmosphere for our attendees that enables them to confidently lead their companies through major transformation projects. For information on upcoming events, view our view our Digital Summits. To remain current on our activities, visit GDS Group on LinkedIn | Facebook | Twitter.