Omni-Channel retailing represents the fusing of online and offline shopping. It is the logistical system of how a business manages an e-commerce store in addition to a physical store, with regards to customer orders. Two examples of Omni-Channel retailing are:
- Buying a product online and picking it up in a store [saves on shipping time]
- Buying a product in a store and returning it online [saves a trip to the store]
Many businesses do not accommodate for these scenarios, although as time goes on companies are adapting their systems. Clear and concise logistics and supply chain management are needed in order to be successful.
Omni-Channel retailing refers to the entire consumer shopping experience both online and offline. It’s about all methods of purchasing a product including catalogues and subscriptions, computers, bricks-and-mortar, tablets, and phones.
Increasingly, customers are researching a product and its reviews and then going in-store to see the physical item. Customers then compare [from their research] which store [either online or offline] has the lowest price and will purchase direct from them. Having both an online and offline presence can therefore be advantageous if both channels are integrated efficiently to best serve the customer.