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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 if you want 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 is centered 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. Think about creating consistency between all of 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 creating a seamless shopping experience across all touchpoints to keep customers coming back.

Product placement

omnichannel merchandising product placement

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



Let’s say you’re a women’s apparel retailer that sells a house brand as well as garments from various vendors. It’s financially in your best interest to prioritize sales of your house brand, so you optimize your product placement to highlight the house brand whenever possible.

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

Not only does this approach increase your margins, it also guarantees that your house brand is the most recognizable line that you carry, making it synonymous with your shopping experience across all touchpoints.

Featured products

Now let’s imagine you run a homewares chain that has its own 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 are 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 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 had initially spotted the Easter products in store but later found your website was still highlighting Christmas decor. With an omnichannel approach to retail, every customer touchpoint should provide a similar, recognizable experience. 

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

About the author

Steve Hutt

Steve has entrepreneurship in his DNA, starting in the early days of online commerce when he achieved Power Seller status through his eBay store. This propelled him to become a co-founder of VisionPros.com, a contact lens and eyewear retailer. With a successful exit from his startup, he embarked on his next journey into agency work in e-commerce and digital strategy.

Currently, Steve is a Senior Merchant Success Manager at Shopify Plus, where he helps identify, navigate, and accelerate growth in the complex world of commerce.

To maintain his competitive edge, Steve also hosts the eCommerce Fastlane Podcast and Shopify Founder Stories, a top-rated twice-weekly podcast where he interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, to help Shopify brands improve efficiencies, grow revenue, profit, and lifetime customer loyalty.

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