Omnichannel retail: how to create an integrated shopping experience

In the last few years, the line between online and in-store shopping has become increasingly blurred. Consumers expect to be able to switch effortlessly from one channel to the other, purchasing online and picking up in-store or receiving in-store assistance and then finalising their purchase on the web. In this context, omnichannel strategies are essential to ensure a seamless and consistent shopping experience.

The omnichannel approach goes beyond simply being present on multiple channels: it is about creating a seamless shopping experience where the customer can interact with the brand in a fluid and consistent way, both online and offline. This means that a user can start their search on a website, receive a personalized recommendation via email, visit a physical shop to try the product and then complete the purchase via an app. A well-designed integration of all touchpoints increases customer satisfaction and strengthens loyalty.

Unlike omnichannel, which aims to integrate the various touchpoints of a brand to offer a seamless and uniform experience, phygital focuses on the use of technology to create more engaging interactions in physical shops. Concrete examples include smart mirrors, augmented reality, interactive kiosks and innovative payment systems.

While omnichannel ensures that a customer can seamlessly switch from one channel to another, phygital aims to make the physical experience more dynamic and technologically advanced, creating an interaction that goes beyond the simple purchase.

The ‘phygital’ approach represents the union of physical and digital, harnessing the best of both worlds to engage the customer. The idea is to offer more immersive and personalised experiences through technology, making the buying process easier and more engaging.

Don’t just offer in-store pick-up for online purchases. Enrich the experience with exclusive promotions for those using this service or with personalised in-store recommendations to incentivise further purchases.

Implement chatbots or virtual assistants to help customers in the online pre-purchase phase and provide dedicated in-store assistance for those who have already started the digital journey.

Giving the option to buy online and return in-store is only the beginning. Offer more flexible returns, e.g. with instant exchange options or store credit to incentivise new sales.

Use data collection to create tailor-made offers and recommendations that are visible and applicable both online and offline. If a customer explores a product on the site, why not offer him an exclusive discount on his next in-store visit?

Allow customers to check the real-time availability of a product at a nearby shop, reducing frustration and improving shopping efficiency.

The introduction of smart mirrors in shops, QR codes with access to reviews or contactless payments speeds up the process and improves engagement.

Ensure that promotions, prices and information are up-to-date and identical everywhere to avoid discrepancies that could lead to confusion and dissatisfaction.

Creating an omnichannel experience is not simply about connecting online and offline, but building a fluid ecosystem in which the customer always feels at the centre, regardless of the point of contact. With a strategic integration of technology and personalisation, retailers can improve the customer experience and increase consumer loyalty, while remaining competitive in an ever-changing market.