In the following excerpt, from the article Making Omni-Channel Retailing A Reality, the author, Michael Griffiths of MicrosoftDynamics, highlights the importance of creating a united system in today's changing world of retail. See what Griffiths has to say below, then read the full article on Forbes.com for more information on how omni-channel retailing is impacting the industry.
Just about everyone in the business is talking about “omni-channel” retailing—an approach that transcends multi-channel retailing, to connect the web, mobile, and brick-and-mortar channels into a truly seamless customer experience. It’s what customers are coming to expect and, when done right, can provide sellers with greater visibility into customer behavior, allowing the retailer to understand (and influence) the customer journey across channels.
The key to succeeding in omni-channel retailing is understanding the new role of the store: the central representation of your brand. This means that no matter which channel the customer is using to reach you—brick and mortar, online, or mobile—your customers see your store as a single, transparent system rather than multiple channels with separate inventory, processing, and delivery systems.
The combination of multiple channels, markets, and devices highlights the most significant challenge of all: real omni-channel execution and insight in a world of applications that were not built to work together. How can retailers take advantage of additional channels, emerging markets, and new opportunities for growth when traditional business applications just aren’t up to the task?
Omni-channel retail may sound like a challenge, but offering your customer a seamless experience across channels, is easy with the help of MBS. Our POS, e-commerce solution, mobile application, accounting, analytics, text management applications and more are all tightly integrated, so you can create a cohesive customer experience with little effort. Talk to your MBS Systems Sales consultant about the solutions we offer and how we can help your store go omnichannel.