The last few years have created a number of changes within the online furniture industry, including the customers’ need for improved options and flexibility.
One way to create this is through an omnichannel experience. Omnichannel ecommerce is a reliable way to provide your customers with a flexible, customizable shopping experience.
In this blog, we’re going to discuss what omnichannel ecommerce is, how it differs from multichannel ecommerce, and how you can start building your omnichannel ecommerce furniture business.
According to HubSpot, “the omnichannel experience is a multi-channel approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out.”
An omnichannel shopping journey meets customers where they are in their buyer’s journey. Whether they are interested in purchasing custom furniture from their home, connecting with your salespeople in-store, or a combination of the two, omnichannel ecommerce systems allow each customer to have a seamless experience.
Multichannel ecommerce allows businesses to sell across multiple channels, including through:
Omnichannel ecommerce, on the other hand, allows consumers to continue buyers' journeys between multiple channels. For example, if you order your morning coffee on a mobile app and then pick up your order in the store, this is an omnichannel ecommerce experience.
Overall, an omnichannel ecommerce experience allows your customers to shop in the ways that are best for them. From personalized marketing to customer retention, there are a number of advantages of choosing this strategy for your business.
One of the main benefits of an omnichannel ecommerce strategy is the personalization it allows your customers to have.
Through geolocation, marketing tools, and comprehensive options, you can create a personalized buyer’s journey for each of your customers.
For big-ticket items, in particular, convenience is a must-have for your business. With an omnichannel experience, you automatically give your customers a number of options, such as:
By giving your customers a seamless experience the first time they shop with you, — including through consistent information, payment options, and shipping choices — you’ll be able to encourage them to come back time and time again.
Some customers don’t want to come into the store; other customers don’t want to shop online. No matter their preference, by providing each customer with the experience they want, you’ll be able to reach a wider consumer base and increase sales for your furniture business.
When a customer feels like their buyer’s journey was created specifically for them, they’ll know they can rely on your brand to give them that same experience again.
Overall, the biggest con is the operational challenges this can create for your business, as your customers will go back and forth between the in-store and the online shops before making a purchase. But, with the right ecommerce software, you can remedy these issues!
Without an integration to a POS or ERP system, in-store vs. online availability can be a big challenge for omnichannel business owners.
The right system, however, can provide you with a solution to this, creating an online and in-store product inventory based on availability in a shoppers’ delivery region.
First, the costs of shipping can vary, which might create internal inconsistencies or issues. For example, local vs out of area shipping costs will drastically differ if digital experience reaches additional customers. Integrating with your ERP system can help keep this in sync.
As with many other areas of business in 2022 and beyond, return policies need to be more flexible. When a customer is shopping online, it’s important to remember that your return policy often needs to be more adaptable than the return policy for in-store sales.
This might include extending the period the customer has to return the item, partnering with local, in-store businesses or shipping providers to give customers more return options.
When creating omnichannel experiences, it’s crucial to engage your in-store personnel. Ensure your customers can easily interact and connect with brick-and-mortar stores — and vice versa.
Customer data privacy is crucial to maintaining a successful, reputable ecommerce furniture business, so make sure your ecommerce platform is PCI compliant and secure — and ready to handle ever-changing safety requirements.
Since in-person shopping is no longer the only part of the buyer’s journey, it is important to offer an additional, seamless way for consumers to purchase your products. If your shopping experience — website, store, etc. — is not convenient, consumers will look elsewhere.
If you have not launched an ecommerce website yet, then now is the time.
If you already have an ecommerce site, then there are a number of other aspects to focus on, including:
If you’re ready to get started creating an omnichannel experience for your customers, it’s time to find the right furniture ecommerce software for your business.
Based on your business goals, there are a number of features you will need. Top ecommerce solutions have a number of features to help improve your business, including:
Learn more about finding the right furniture ecommerce system for your business by reviewing our Furniture Ecommerce Software Buyer’s Guide today!