Omnichannel Strategies: Integrating Online and Offline Shopping Experiences

Determining how to integrate an online and offline customer experience (CX) strategy requires forethought as more stores go digital. Customers may touch base with your brand on social media or through a Google search before ever stepping foot in a brick-and-mortar store. Others will come into your physical building and order from your website. 

Combining the two worlds into a cohesive entity is complex but attainable. Here are some top tips for an omnichannel strategy that drives customer loyalty and conversions, as well as examples of each. 

1. Create Consistency

Experts estimate around 91% of consumers look for brands with omnichannel consistency.  Your messaging should be similar whether the customer encounters you in your store, on a billboard or via social media. Choose your mission and integrate your content so everything meshes. Even your chatbots should present consistent policies on returns, privacy and guarantees. 

Ivy & Rose is a Chicago-based jeweler with consistent messaging on its website and offline print advertising. The focus is on bright photos showcasing the gorgeous jewelry they have in stock. The company messaging focuses on in-house designed and crafted jewelry. You see images of the founder and gather details about how Ivy & Rose started. The unique value proposition is that their pieces are unique and they also carry rare vintage pieces. 

2. Focus on Mobile First

Ensuring your website takes a mobile-first approach is crucial to attracting new leads since many people access the internet via their smartphones. They should be able to check on orders or make changes on the fly without calling or coming into your establishment. 

Sweets by Morgan offers online shopping and in-store pickup for a complete omnichannel collaboration that lets customers order when they have spare time. The mobile version of their site is easy to navigate and the images respond to smaller screens, still appearing crisp and sharp. Since many people will shop while on a break at work or while waiting for appointments, ensuring online shopping rivals offline experiences is vital. 

3. Offer Both Online and In-Person Support

Your sales staff must be able to offer excellent customer support both online and offline. Sales staff must be able to access data and see what customers order, any questions they have already asked and other details such as expected pickup date. People grow frustrated when different employees bounce them around while asking the same questions repeatedly. 

Consider that different customers may have different needs, particularly when dealing with more niche-specific or complex products. One might have more technical know-how than another. Some will already know how to use the product. Prepare for multiple scenarios during and after the purchase process, especially for customized or complex products. 

PSS installs and services poster printers. It can have you up and running in about 40 minutes and offers online tutorials for DIYers or will arrive in -person and install on site. You can order online or have the team provide training on-site. Offering options for installation and training gives customers a lot of flexibility. Get a quote from the website for a clearer idea of expenses and view the folio of ideas for educators to enhance student learning. 

4. Make Inventory Visible Online

Shoppers could grow frustrated if they check your website for an item they need immediately, find it on your site, and then can’t get it at your physical location. Instead, make stock visible on your website, including how many products are left. 

You could also allow online users to reserve an item so they don’t drive to your location only to find someone else bought it five minutes earlier. Be upfront about how many items you have and their popularity so customers can use their time wisely.

Additionally, consider using Google Local Inventory Ads, which allows you to showcase your in-house inventory directly to local shoppers searching for products nearby. This powerful advertising tool enhances your visibility while also driving foot traffic to your physical location by connecting with customers in real time.

Freckled Mama Boutique in Sellersburg, Indiana, features unique clothing pieces for stylish women. It lists current inventory on its site, indicating when a size is sold out. It also frequently updates its social media pages so people know what’s available at any given time. 

Look at the Big Picture

Role play like you are the customer when ensuring your omnichannel strategy integrates with digital and real-world shopping experiences. Walk through each phase of the buyer’s journey, using multiple touch points and methods to arrive at a sale. Take note of bottlenecks or inconsistencies so you can fix them. A great omnichannel CX requires attention to detail and constant tweaking to perfect the process.