How to Increase Your Offline Sales Using an Omnichannel Approach?

According to the Harvard Business Review, 73% of customers use several channels while shopping. The same study shows that only 20% of customers shop in-store exclusively. 

That's why today, we’ll dive deeper into the topic of the omnichannel approach in marketing and offer some ideas on how you can increase your revenue using the synergy of several sales channels.

What is omnichannel marketing?

Imagine that you are renovating your home, and you need to buy new wallpapers. You drive to the nearest store of finishing materials and choose the wallpapers you like, but there are only 3 rolls in stock, and you need 5.

With the omnichannel approach, the sales manager in the store will be able to check the availability of 2 extra rolls in other stores or order them online, so they will be delivered directly to your home.

Pss… Need a tool to visualize your finishing materials? Check out Wizart AR visualizer →

It can be used to increase your offline as well:
• In-store consultants can use the visualizer as an additional tool to demonstrate the product;
• Add QR codes to your samples so customers can make a faster purchase decision;
• Use QR and bar codes in printed materials like catalogs, posters, and brochures;
• Integrate the AR visualizer in your interactive display.

The omnichannel approach in marketing and sales means that all the sales channels are connected and synchronized. As a result, no matter how you contact the company via phone, email, social media, website, or in-store, managers will always know who you are, your previous purchasing and communication history, and will have updated information about the product you need or your request.

Why omnichannel is important

A smooth shopping experience through all your sales channels is a crucial thing that your customers expect to get. Here are just a few points to highlight the potential impact of the omnichannel approach on your KPIs:

• Higher revenue.  According to the Aberdeen Group survey, companies that use the omnichannel approach see a 9.5% increase in yearly revenue compared to 3.4% for companies that don’t use it.
• Better customer retention. Statistics show that companies using the omnichannel approach in sales and marketing retain almost 90% of their customers, compared to 33% for businesses that don't offer such an experience.
• Higher average check. According to Google research, omnichannel shoppers have 30% higher value than those who use only one channel. Moreover, Harvard Business Review confirms that omnichannel clients are more likely to spend more in your online and offline stores. On average, their bills are 10% and 4% higher accordingly.

5 ideas to increase your offline sales

Ok, now we know why omnichannel is important. But how to start using it? Especially if the majority of your revenue is still generated via offline sales channels. Here are five ideas on how you can combine different channels and increase your sales.

#1. Make your business easy to find online

Up to 80% of shopping starts on Google search. Even if your customers end up buying things in your offline store, they very likely have done some research online. So you need to make sure that your business is easy to find online. For this, you can:

• Register at Google My Business so your offline address can be found on Google Maps and via the near me feature.
• Optimize your website for search engines so it will appear on the first result page.

#2. Use technologies in offline store

Technology can be a powerful tool for increasing sales in offline stores. Depending on your business and its unique needs, you can implement different tools to improve the shopping experience:

• CRM or ERP. Storing all the data about your customers and products in one place with easy access for your managers will help you communicate with clients via any sales channel. 
• Wizart AR Visualizer. Our digital tool was designed to demonstrate finishing materials in different interiors, including your client's interior. You can use such hi-tech software not only in your online stores but also offline by placing QR codes in your brick-and-mortar store or by attaching QR codes to the box with product samples that you send to the customer.
• In-store digital hardware. VR glasses, tablets, digital stands, and other hardware can help you interact with customers. For example, you can let users check the detailed product information on such devices and order it online if needed.

#3. Provide high-quality customer service

Good customer service can foster a positive shopping experience, increase customer satisfaction and encourage repeat business. This can include a knowledge base on your website, a high-quality call center, easy communication in your social networks, and, of course, in-store sales associates who can answer questions, help with product selection, and professionally handle customer complaints.

#4. Use social media to spread the word of mouth

Another way to connect online and offline is by encouraging your offline customers to post about you on their social media. For example, you can offer a discount if they mention you on their Instagram. Or you can build a creative photo zone in your store, so people will have some fun while shopping and will tell their friends about it. Social media is a great tool to increase your brand awareness and spread word of mouth.

#5. Offer free delivery… to your store

In-store pick-up is not only a convenient delivery option for your customers but also a good tool for omnichannel distribution you can use to increase sales, especially if you work in an industry where customers need to touch and see the production reality before purchase. For example, you can let your customers choose products online, get them delivered to the store and then they can choose and pay only for the items they need. So they won’t need to deal with returns, and you can just sell the products left in the offline store. 

As you can see, different sales channels can strengthen each other and create a synergy that will result in business benefits.