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How To Create An Omnichannel Merchandising Strategy

how-to-create-an-omnichannel-merchandising-strategy

Omnichannel merchandising is more than just a buzzword. It can be the difference between a brand that thrives and one that’s easily forgotten.

In today’s digital-focused retail environment, it’s more important than ever for brands to cut through the noise and connect with their customers. An omnichannel merchandising strategy is essential to resonate with shoppers, convert them into buyers, and nurture those relationships so they become lifelong fans. Read on for our top tips for creating and implementing an omnichannel merchandising strategy.

What is omnichannel merchandising?

Omnichannel merchandising means creating a consistent shopping experience across every customer touchpoint, including brick-and-mortar, ecommerce, and third-party marketplaces. The omnichannel approach to promoting retail goods centers around the customer rather than the product. It’s about creating a seamless brand experience across every sales channel.

An omnichannel merchandising strategy is critical even if your business only exists online. Consider creating consistency between your online platforms: your ecommerce store, social selling platforms, mobile app, influencer campaigns, and third-party sellers.

How to create a consistent omnichannel merchandising strategy

Here’s some inspiration for designing a seamless shopping experience across all touchpoints to keep customers returning.

Product placement

omnichannel merchandising product placement

No omnichannel strategy is complete without a seamless visual merchandising experience.

You’re a women’s apparel retailer selling house brands and garments from various vendors. It’s financially in your best interest to prioritize sales of your house brand so you can optimize your product placement to highlight the house brand whenever possible.

This means giving your house brand prime shelf space in your store and displaying it prominently. Your ecommerce website and mobile app translate to pinning and boosting house products to appear above other brands on category pages and in search results. Regarding third-party marketplaces, you might incentivize the reseller to feature your brand.

This approach increases your margins and guarantees that your house brand is your most recognizable line, making it synonymous with your shopping experience across all touchpoints. Adding a social media QR code to your omnichannel marketing approach can help further personalize the customer experience.

Featured products

Now let’s imagine you run a homewares chain with its mobile app. A customer opens your app and sees a collection of Easter-themed decorations, pillows, and tableware featured on the homepage.

Enticed by the seasonal products, the customer comes to your store to browse the new arrivals in person. As they approach, they see the window displays decked out with the same Easter products they saw in your app. The shopper goes home with some festive spring pillows.

A few days later, the customer regrets not buying an Easter basket they saw in the store, so they visit your website to look for it. Just like your app and window displays, your website’s homepage features a curated selection of Easter items, and the customer doesn’t have to look too far to locate the basket they had in mind.

Consider the impact on the buying journey if the same shopper initially spotted the Easter products in the store but later found your website highlighted Christmas decor. Every customer touchpoint should provide a similar, recognizable experience with an omnichannel approach to retail.

Special thanks to our friends at Searchspring for their insights on this topic.
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