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8 ways to create a successful multichannel customer experience

Jennifer Lonoff Schiff | Feb. 24, 2015
Retail and ecommerce experts discuss how multichannel retailers can combine traditional and online shopping to enhance consumers’ experience and increase sales in both channels.

"Customers online miss out on the opportunity to create an emotional connection with a product through touch," says Goldberg. "The more media you can [include on] product pages, such as photos, videos, 360-degree views, etc., the higher the chance of the customer making that critical connection."

8. Enable Mobile Payment in Store
"Expedite the checkout process by allowing in-store payment-by-phone," says Oren Levy, CEO, Zooz, which provides a merchant payments platform. "Nobody wants to wait in a long line when they could just as easily click a few buttons to purchase an item on their phone," he explains. "So let them do just that. Even retailers that don't accept Apple Pay can offer their own payment app or allow customers to pay through their online store accounts."

Remember, It's about Creating a Seamless Experience

"The key to customer engagement is making multichannel retail feel like one seamless shopping experience," says John Matthews, CIO, ExtraHop, a real-time data analytics provider. "It's not about integrating elements of one channel into another. It's about creating a wholly better shopping experience by leveraging multiple channels," he says.

"For example, the ability to check store inventory online, purchase an item for in-store pickup or return an online purchase to a store location are all ways in which a multichannel retail strategy can make life, and purchasing, easier for the consumer."

The bottom line: If you make it easy for consumers to purchase from you, whether they are in a store or online, they will.


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