The Importance of Omni-channelling


We’ve all seen it coming, the year 2015. It’s been out there for a while just waiting for us to arrive with all our knowledge and ideas. Now that we’re almost there, it’s time to look back at an all-important tendency of the past year, a tendency once followed might make those red figures green.

While e-commerce continues to grow, so does the importance of physical stores. The significance of omni-channelling shouldn’t be underestimated in the years to come. Both shop owners, and on and offline shoppers gain from omni-chanelling and a lot can be learned AND earned from Integrating different business channels. This is emphasized by e-commerce businesses all over.

It’s all about combining different physical and digital channels in order to give the customer the full experience and a number of possibilities. We see a lot of retailers who were previously only available online, now also create physical stores. During 2014 we have seen Zalando open shops in Berlin and Frankfurt and Amazon will open it’s first shop across from the Empire State Building in New York just in time for the Christmas sale season.

Omni-channelling was one of the fastest growing trends over the past year. Driven among other things by the fact that both retailers and former 100% e-commerce players are now counting on meeting the customer through multiple channels.

In the retail sector, it is becoming more common with omni-channel. A great number of companies are in a process of integrating physical and digital channels and the physical stores often act as a showcase for the Internet store, the latter being very important for consumer research.

More and more consumers are searching for the specifics of a certain item online and then buy it in the physical store. According to “E-handel i Norden 2014”, a report on ecommerce in Scandinavia made by PostNord, last year more than half of all consumers in the region sought information about a product in an online store and then bought the product in a physical store.

We also see the opposite happening, where the consumer tries a product in the store and then heads home to compare prices online after which he or she buys the jeans or whatever where it is cheapest.

Existing both on and offline is sooo 2015.