Simply put, ‘Omnichannel’ shopping is the experience of being able to purchase a product whenever, wherever, and however a customer wants it; a consistent experience whether they’re shopping on their mobile or walking into a store.
Retailers are beginning to realise this, and it’s big business. In a report published by Deloitte for eBay, up to 63% of shoppers used multiple channels when making orders over £100. Consumers no longer rely on the words of the shopkeeper or an item’s label to make a reliable purchase – they turn to the masses of data: specifications, reviews, videos – all available instantly and at their fingertips. Shoppers are now putting their trust in a product before buying it – not after.
Omnichannel is truly changing the way brands present and market themselves. Many have realised their audiences simply don’t use the same channels they once did – and have turned stores into ‘flagship stores’ – where instead of stocking every item, they let customers experience certain products and use the space primarily as a delivery/collection point. John Lewis also reported that Click & Collect was more popular than home delivery over the festive season.
How is Guernsey catching up?
The good news is that we are, and there’s a lot of opportunity already out there – affordably too.
New communities like IslandMums are offering cardholders discounts across participating Guernsey shops, which are all listed on an online directory. The website has discounts across national chains like JojoMamanBebe, down to independent Guernsey retailers like Ideal Furnishings.
Other websites like Guernsey Directory have been launched to offer businesses attractable internet listings on an island-wide platform. This beautiful site is image-rich, sports a mobile-friendly design and features all the information you might need to know about Guernsey businesses: opening hours, social media links, maps, contact details and even a review system.
Creating an ‘omnichannel’ web presence no longer requires a doubled marketing budget or hours of work. Facebook and Twitter pages are free. With a considered and nimble strategy, relevant content and regular updates, Guernsey businesses have the opportunity to build an impressive web presence both quickly and affordably.
Want to learn more? Crowd have worked with both small businesses and national brands to make the most of their digital marketing – or help get them started. Find out more about Crowd Training here.