The team designing your online checkout experience should also be designing it in store.
David Munczinski, founder of software developer Brickwork, a company that bridges the gap between e-commerce and bricks-and-mortar retail, discusses why omni-channel has become a meaningless catchphrase, and why brands should work more horizontally across their digital and physical businesses.
1. You might see your business as a range of channels, but customers don’t. They want one consistent and seamless experience across the brand.
2. Think about how to engage customers once they have left your store, too. Link conversations and content to the retail experience they have just had.
3. Investing in new in-store technologies is pointless if you don’t invest in the training required for your staff to make the best use of it.
4. Your online conversion rate can never make up for loss of store traffic. The real opportunity is in delivering customers from site to store.
5. Don’t silo your physical and digital businesses. Create more horizontal integration so that teams work across both touchpoints.