Omnichannel and fashion retail: Meet success stories from around the world
Is your company already working with Omnichannel? According to McKinsey & Company research, Omnichannel consumers already represent one in every three purchase journeys. Read on and learn how this digital reality is impacting the Fashion Industry.
After all, what is Omnichannel?
Applying Omnichannel to your business means working with a strategy to integrate your business operations across all the communication channels your company offers.
This strategy combines the strengths of each channel and provides a convenient, consistent, and pleasant customer experience, allowing customers to move smoothly among your company's channel options.
Whether online or in the physical point of sale, Omnichannel enables a fully integrated and seamless experience between the different service channels.
The Omnichannel experience in Fashion: examples from around the world
Several international brands are becoming references through a strong Omnichannel presence. In the Fashion industry, this movement has resulted in high rates of customer retention and loyalty. Get to know some examples.
Topshop and its interactive LFW billboards
British retailer, Topshop, participating in London Fashion Week 2020, has innovated by running a campaign with "Digital Billboards" across the UK during fashion week.
With the billboards connected to the company's Twitter account, every time a follower posted a message with the hashtag #LFW, the Topshop billboards displayed the tweet accompanied by a relevant look from their catalog.
Realizing that they were only a few minutes away from a physical store, consumers were able to personally check out the products shown in the media. The result was a success, with a 25% increase in sales.
Neiman Marcus and its memory mirrors
Neiman Marcus, a luxury multi-brand retailer in the U.S., has distinguished itself by betting on a strategy focused on personalization, with the use of technologies that evolve when interacting with the customer in different communication channels of the chain.
In this way, the Omnichannel experience was programmed to start when the customer accesses a brand channel and performs a search. Soon, an automatic record about the consumer is generated. Thus, when the user returns to the virtual store, the channel will show the new results based on the customer's last searches.
But Neiman Marcus' big success was the creation of the memory mirrors.
Created to allow users to record 360-degree videos while trying on clothes, with the option to save actions in the brand's app and revisit later to make a purchase. Other abilities of the mirrors are intelligent product recognition from photos and the possibility of booking online to try on in a physical store.
So, what did you think of the Omnichannel retail news around the world? How about getting to know some examples that worked in Brazil?
Read on and find out how you can increase your sales with these strategies.
Successful Brazilian models
Among the examples of Omnichannel retailing in Brazilian fashion, we highlight the retail chains Riachuelo and Centauro.
Riachuelo's E-commerce
The fashion shop retailer, Riachuelo, inaugurated in 2017 its e-commerce in Brazil with about 15,000 items, seeking the integration of its physical and virtual sales.
With Omnichannel strategies, there is the option of picking up the purchase online in physical stores, shopping via totem, and self-service tests through lockers and payment in the fitting room.
Centauro and its coupons
Centauro has products geared towards sports fashion in Brazil, its sales take place both in physical stores and on virtual platforms such as websites and apps.
One of the resources to encourage Omnichannel service was the creation of exclusive discount coupons for specific channels so that customers get to know the different benefits of each communication channel.
Another Omnichannel strategy is the option to exchange items purchased on the virtual platforms in any of its physical stores or purchased in physical stores and exchanged through online service and freight.
Find out what is the best strategy for your business
The examples of Omnichannel retailing presented so far are sources of inspiration, but it is important to remember that there is no "cake recipe" for this.
You need to study your company, know your target audience, find out which channels your customers are most present on, and develop your products and services to find the most suitable strategies for your business.
All these possibilities and many others contribute to a relationship of trust between customers and companies, regardless of their geographical location. This scenario demonstrates how the growth of the cross border market is only likely to advance.
Omnichannel at the Cross border
Omnichannel solutions are some of the new trends expected for 2022 in international trade.
The physical and virtual retail worlds are increasingly connected, allowing the consumer a continuous journey, regardless of the channel chosen. Omnichannel customers seek innovation, convenience at the time of purchase, and speed in receiving their products.
To meet a demanding public like this, which only grows and already seeks international service, Omnichannel services have arrived to fill these gaps in the cross border market.
Thus, the breadth of new features and tools that underpin fashion retailing, such as Omnichannel and the way sales are completed through cross-border services, provide a unique differentiator in the customer experience.
The Omnichannel experience can be in charge of the entire online process of your sales, and for the realization of these international strategies, without barriers and without headaches, you can rely on companies specialized in shipping processes and delivery of goods.
ShipSmart is one such specialist, able to act directly with your company's online shipments that can be triggered through devices or API's plugged directly into your business platform.
This delivery network works in a highly efficient way, simplifying the logistical process and minimizing any problems during the Cross border service, whether you are an individual, small, medium, or large company.
All this in a simple, fast, and fairly priced way, based on services that allow you to export your company's products to the world.
-Interested in the subject? Contact us now and ask us your questions. With ShipSmart, you can take your brand everywhere!