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Multi channel retail – a marketing strategy

Tuesday May 13, 2014 | By Volo Commerce


Multi channel retail is becoming less about ecommerce, and more about marketing your company and getting your fair share of coverage in the different market places consumers are dipping into in order to inform their spending.

Rather than simply being a different way to shop, a well-designed online presence can act as a driver to get more customers through your door, and a catalyst to improve your customers’ experiences.

Almost half of shoppers research purchases online before buying in store, with smartphone technology closing the gap between on and offline retail. If your customers are consulting online sources to research their purchase, it makes logical sense to ensure you have a shop window in both dimensions.

When consumers began accessing online shopping channels on computers, this represented a shift in behaviour, and an adoption of the internet as a credible source of product information and reviews. Now, as shown by Apple’s recent results, the shift towards mobile commerce points to online retail becoming the norm, in the same was as habits like updating social media.

Apple’s sales of iPads and iPhones in 2013 overshadowed those of conventional desktop and laptop Macs. Even more telling is the fact that 40% of new ebay customers in 2013 joined via mobile devices. They didn't just access their account on their mobile, they engaged entirely whilst on the move.

If your retail business is traditional, or has limited ecommerce capabilities, these trends may be a worry for you. Furthermore, you might be burying your head in the sand hoping that mobile commerce is just a ‘phase’ we’ll all grow out of.

If that’s you, we’ve got good news and bad news. The bad news is you’re wrong – this is only going to get bigger, and the market leaders will be the companies and brands who look at multichannel retail as an opportunity not a threat.

The good news however, is that Volo understands the important of selling across multiple marketplaces, and we've got the technical skills and industry expertise to help you understand it, too.