First, it is clear that omnichannel has become an integral part of the retail industry. But where is the omnichannel journey going? As an IT specialist for the retail and consumer goods industry, we deal with new trends and adjustments on a daily basis: An omnichannel strategy is not set once and runs smoothly forever. On the contrary, retailers who have developed and understood the omnichannel approach must constantly adapt their strategy to new trends.
Is yesterday's omnichannel obsolete today?
Let's look back a few years: According to a survey by GfK Consumer Panels & Services, in 2019 it was particularly important to consumers when shopping for clothing, shoes and accessories that all goods were always available in all sizes and versions. This is not a problem for fashion retailers who have established in-store processes such as click & collect, pick-in-store or ship-from-store as a fixed component of a typical omnichannel strategy. They help companies dovetail their store business with online retailing, make merchandise more accessible to customers, and even use their store business as a shipping warehouse. But in addition to improved shopping opportunities, they also foster other positive effects that feed into the entire retail value chain, such as
- Better in-store advice and guidance from store associates
- Elimination of overstocking in stores
- An improved environmental footprint in the supply chain