Up until a few years ago, shopping online and onsite were two very different methods for consumers to make purchases—you either bought in a brick-and-mortar store or made purchases over the internet. Everything from researching and purchasing to pickup and delivery was done either onsite or online.
But over the past four years, this clear divide has blurred. The rise of omnichannel retailing has transformed consumer behavior and expectations. Today, shoppers expect a seamless experience whether they're browsing in-store or online. They might research a product on their smartphone, visit a physical store to see it in person, and then complete the purchase through a mobile app or website for home delivery or in-store pickup. This integration of digital and physical channels has not only changed how consumers shop but also how retailers operate and market their products. It's a shift driven by technology, convenience, and the growing demand for personalized shopping experiences across all touchpoints.
Emarketer.com recently highlighted the resilience of the US retail market, particularly traditional brick-and-mortar stores, which showed significant consumer demand growth in the first quarter of 2024. These stores are increasingly adapting to support omnichannel shopping experiences. At Concord, we've seen the industry embracing AI and automation to enhance store operations, improve customer experiences, and refine consumer analytics. Retailers have transformed their operations by leveraging the following technologies:
Buy online, pick up in-store (BOPIS): Initially adopted during the pandemic, BOPIS became essential for retailers lacking home delivery infrastructure. It allows customers to purchase items online and pick them up at their either in-store or curbside. This blend of online shopping convenience with immediate in-store access helps shoppers avoid delivery delays or shipping fees. It also aligns with the growing trend of “blended shopping,” where customers research online and buy in-store or vice versa. This gives customers the time to better research their purchases and make returns in whatever method is most convenient for them.
Mobile shopping applications: Mobile apps provide a seamless omnichannel experience on smartphones. Customers can browse products, make purchases, track orders, and access loyalty programs — all with a few taps. With apps, retailers can send targeted push notifications to engage customers and offer exclusive perks such as discounts.
Contactless payments: Contactless payments bridge the gap between online and offline transactions by providing a quick and secure payment method. Whether it’s a BOPIS transition or faster in-store checkouts, contactless payments enhance convenience for both retailers and customers. Retailers benefit from reduced fraud risk associated with physical cards and improved operational efficiency, while customers enjoy the convenience, speed, and security of contactless transactions.
Personalization: AI and machine learning (ML) technologies have made it easier for retailers of all sizes to leverage personalization. Thanks to accessible marketing automation tools and customer relationship management (CRM) software, retailers can easily create highly targeted campaigns that send relevant products and other messaging directly to the customers most likely to be interested.
These technologies collectively make shopping effortless and consistent, regardless of where customers interact with a brand. Omnichannel commerce integrates all retail systems — from back-end operations like inventory management and CRM to customer-facing tools such as websites and email services. By unifying these systems, retailers can effectively manage and deliver impactful marketing campaigns, targeted ads, and a seamless omnichannel sales process.
Omnichannel retail lets businesses provide a seamless and personalized experience while customers enjoy convenience. CRM software now serves as the backbone of enhancing customer experience as it enables information sharing across teams, reducing response times and improving support quality. These systems also make communication smooth across all touchpoints, whether that’s emails, call, or social media. Every message is tracked and managed, making sure everything gets noticed.
Salesforce Marketing Cloud (SFMC) is a platform providing a comprehensive suite tools designed to unify customer experiences across channels. Here’s how Salesforce supports omnichannel shopping:
Drive data-driven decision making: SFMC analytics turn raw customer data into actionable insights to help you understand customer behavior, preferences, and trends. With these insights, you can identify growth opportunities, optimize resource allocation, and adapt quickly to market changes.
Optimized sales processes: Monitor sales conversion rates to optimize your sales funnel and keep track of customer churn to identify and address potential issues. With SFMC, prioritize high-value customers and allocate resources effectively to ensure you stay on top of performance.
Personalized experiences: Create tailored marketing campaigns based on customer data. SFMC consolidates customer information from multiple touchpoints into a single platform, building a 360-degree view of the customer that helps you deliver content and offers that resonate.
Automated customer interactions: SFMC's automation tools streamline tasks, such as sending follow-up emails or managing social media responses. This not only saves time for your team but also ensures consistent communication with your customers.
Integrated channels: SFMC supports the integration of various channels, enabling you to manage customer interactions on a single platform. The platform ensures that all information is centralized and accessible, improving the efficiency and effectiveness of your team.
By leveraging Salesforce Marketing Cloud, businesses can provide a cohesive and personalized customer experience, driving loyalty and growth in today’s competitive market.
Of course, implementing a CRM system isn’t always a breeze. Many retailers struggle with navigating the complexities of CRM platforms, leading to inefficient use of resources and suboptimal results. As a partner of Salesforce, Concord can help you solve your SFMC challenges related to:
Integration Complexity: Implementing and managing a Marketing Cloud platform can be complex, requiring specialized skills and expertise. Concord's team guides you through the integration process and ensures that all systems work together. By minimizing disruptions and maximizing efficiency, you will have the time to focus on your core business.
Training and Adoption: User adoption is a critical factor for CRM success. Concord develops comprehensive training programs that cover technical aspects and demonstrate the CRM's benefits for each role within your organization. We work with your team during the implementation process, listen to your input, and address your concerns to guarantee smooth adoption and maximize the CRM's impact on your business.
Data Quality and Management: Poor data quality can undermine the effectiveness of your CRM. Concord helps you define data entry standards, maintain data integrity, and trains your team on best practices to make sure you receive accurate insights that can drive effective decision-making.
Cost Management: Marketing Cloud platforms can be expensive, with costs for licensing, implementation, and ongoing maintenance quickly adding up. Concord optimizes your investment by identifying cost-saving opportunities and confirming that you are getting the most value from your CRM system.
Data Privacy and Compliance: Handling customer data in compliance with relevant laws and regulations is crucial. Concord helps you establish robust data privacy practices, making sure that your CRM implementation adheres to GDPR, CCPA, and other regulatory requirements. This not only protects your customers' information but also builds trust and credibility.
Customer Experience: While AI and automation are important, retaining the human touch in customer interactions is essential. Concord helps you strike the right balance between automation and personal interaction, providing a positive customer experience.
Ongoing Support: Long-term adoption and success require continuous support. Concord provides ongoing guidance and resources, ensuring that your team remains well-equipped to leverage the CRM effectively. This support helps you adapt to evolving business needs and continuously improve your CRM strategy.
With our retail and Salesforce expertise, we understand your unique pain points and tailor our solutions to address your challenges. We specialize in providing cutting-edge solutions and services specifically tailored to the SFMC platform. We implement, customize, and optimize this platform so you can overcome challenges and achieve your marketing objectives more effectively.
Our eBook, Data to Dollars – Driving Retail Revenue with AI and Analytics, helps you gain a deeper understanding of how analytics and AI can increase your retail profits.
If you’re looking for SFMC guidance and support, Concord might be the right partner for you. Connect with us today to learn more about how Salesforce can help drive growth, maximize profitability, and achieve long-term success in an omnichannel marketplace.
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