Omnichannel Robust Strategies in eCommerce

onmichannel ecommerce strategies

A recent survey conduct by RIS revealed that omni-channel consumers spend 15 to 30 percent more than consumers that shop through a single channel. These customers also tend to be loyal brand followers and are influencing others to patronize their favorite retailers.

Consumers are engaging in multi-channel shopping even while inside brick-and-mortar stores; 80% of consumers have reported comparing products on a mobile device while in the store. It is these kinds of statistics, in conjunction with a projected 6.5% revenue increase, that lead 65.4% of the survey respondents to report that they plan to shift from a single transaction platform to a unified, POS, e-commerce, e-commerce solution.

What should you know about Omni-channel?

Goals and Standarts

The first step to developing an omni-channel retailing strategy is to flesh out the goals of the initiative followed by creating comprehensive standards that support the goals. Goals of the initiative may include: establishing new sales channels, establishing new marketing channels, increasing conversions based on user segment or creating a seamless integration between brick-and-mortar and digital stores.

In the next installment we will delve into process models, integration and tailoring product information to coincide with needs of each channel.

With goals in place, focus on shoring-up internal standards to ensure that each point is optimized to support the goal. Begin by investigating current data criteria; including formatting and data field assignments. Complete a data mapping of each channel to determine the fields that will be best suited to the intended audience. Establish data formatting principles to build consistency across all channels and provide the best user experience.

While developing the models, pay heed to the organization’s data quality and product content quality standards. This careful attention to detail is key to the consumer experience and ensures a consistent experience across multiple channels.


In the next phase, determine the processes that will be implemented to connect back office systems to streamline the flow of product information. For most organizations, this means integrating ERP, accounting, POS and e-commerce platforms.

Consider which information needs to move between the various platforms including:

- Product information
- Inventory information
- Customer data
- Sales and order data

Integrating systems across the business allows for information to be updated in real- or near real time ensuring that consumers are receiving accurate information regarding availability, pricing and shipping. From an omni-channel perspective, this integration allows shoppers to move seamlessly between access points without receiving disparate information or duplicating search or identification efforts.

Tailored Product Information

Differentiate product data to augment each channel based on technology constraints, audience needs and geographical norms and factors. Mobile content should render quickly and provide the high-points of the product data (pricing, model numbers and product availability) in an easily digestible format. Whereas product information displayed on the web should be comprehensive and interactive.

In the next and final installment in this series we will focus on reporting and analytics. If you need more information regarding this issue, just contact our Sam Ecommerce Profecionals and they will help you.

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