{"id":21753,"date":"2020-05-13T17:06:02","date_gmt":"2020-05-13T17:06:02","guid":{"rendered":"https:\/\/leadsbridge.com\/?p=21753"},"modified":"2025-08-27T15:30:06","modified_gmt":"2025-08-27T15:30:06","slug":"omnichannel-retail-consumer-path-to-shopping","status":"publish","type":"post","link":"https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/","title":{"rendered":"Omnichannel retail: 3 ways retailers can embrace the new consumer path to shopping"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">With online sales growing stronger by the year, the future of retail is changing fast: according to recent research by eMarketer on the <a href=\"https:\/\/www.looksmartalterations.com.au\/10-online-shopping-sites-every-australian-woman-should-visit\/\" target=\"_blank\" rel=\"noreferrer noopener\">state of online shopping<\/a>, consumers are expected to spend <\/span><a href=\"https:\/\/www.emarketer.com\/content\/global-ecommerce-2019\"><span style=\"font-weight: 400;\">6.5 trillion<\/span><\/a><span style=\"font-weight: 400;\"> on retail e-commerce worldwide by 2023, almost double the total retail e-commerce sales of 2019.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The online world is changing the consumer path to shopping with comparative product analysis, in-depth product reviews, and competitive prices. Consumers have access to ever more information and options about products they desire to buy, and they are very happy to leverage them. Research <\/span><a href=\"https:\/\/www.emarketer.com\/content\/two-thirds-of-internet-users-check-phones-in-store-for-product-information-skipping-store-associates\"><span style=\"font-weight: 400;\">shows<\/span><\/a><span style=\"font-weight: 400;\"> that around 70% of people use their smartphone in-store to check product reviews before making a decision, and 55% of them look for specifications<\/span> <span style=\"font-weight: 400;\">before speaking to a retail associate.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2020\/02\/06093004\/247227.png\" alt=\"247227\" class=\"wp-image-21756\"\/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">More and more physical stores and retailers are closing down. In 2019 alone in the US around <\/span><a href=\"https:\/\/eu.usatoday.com\/story\/money\/2019\/07\/03\/2019-store-closings-list-these-retailers-shuttering-locations\/1597997001\/\"><span style=\"font-weight: 400;\">9,100 stores have announced their closing<\/span><\/a><span style=\"font-weight: 400;\">, at a rate that<\/span> is double the total closures of 2018. However, more than 90% of sales still happen in physical stores, so there is no doubt that in-store retail is still a fundamental part of the purchasing path. Many customers prefer to go to a store to touch, try,<span style=\"font-weight: 400;\"> and &#8216;feel&#8217; a product before purchasing it.?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">How can retailers keep up with consumers? It seems clear that merchants must adapt their strategy. In this article we share 3 solutions that retailers can consider to appeal to the customers, optimize sales revenue and master the future of retail.<\/span><\/p>\n\n\n<div class=\"ub_table-of-contents\" data-showtext=\"show\" data-hidetext=\"hide\" data-scrolltype=\"auto\" id=\"ub_table-of-contents-67fe9fa8-b832-4f97-9e6e-978f4e143201\" data-initiallyhideonmobile=\"false\"\n                    data-initiallyshow=\"true\"><div class=\"ub_table-of-contents-header-container\"><div class=\"ub_table-of-contents-header\">\n                    <div class=\"ub_table-of-contents-title\">Table of Content<\/div><\/div><\/div><div class=\"ub_table-of-contents-extra-container\"><div class=\"ub_table-of-contents-container ub_table-of-contents-1-column \"><ul><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#0-how-retailers-can-respond->How retailers can respond<\/a><ul><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#1-1-experiential-marketing->1.&nbsp; &nbsp;Experiential Marketing<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#2-2-omnichannel-retail-strategy->2.&nbsp; &nbsp;Omnichannel retail strategy<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#3-3-enhanced-advertising-performances->3.&nbsp; &nbsp;Enhanced advertising performances<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#4-measure-offline-conversions-to-leverage-customer-insights->Measure offline conversions to leverage customer insights<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#5-integrate-data-sources-to-optimize-campaigns-in-real-time->Integrate data sources to optimize campaigns in real-time<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#6-identify-and-target-different-audience-groups->Identify and target different audience groups<\/a><\/li><\/ul><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#7-why-an-omnichannel-retail-strategy-is-the-future->Why an omnichannel retail strategy is the future<\/a><\/li><li><a href=https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/#8-conclusion-and-main-takeaways->Conclusion and Main Takeaways<\/a><\/li><\/ul><\/div><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"0-how-retailers-can-respond-\"><strong>How retailers can respond<\/strong><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Three important solutions that merchants can implement in order to improve their relationship with the customer are:?<\/span><\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Experiential marketing<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Omnichannel retail strategy<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Enhanced advertising performances<\/span><\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-1-experiential-marketing-\"><strong>1.&nbsp; &nbsp;Experiential Marketing<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">As the online world increasingly provides better services in terms of product evaluation, specifications, and comparison, the traditional function of the brick-and-mortar store must shift too.?<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Merchants must rethink the purpose of the in-store experience and adopt new ways of engaging with consumers, such as improving the experience of offline shopping through what is commonly referred to as &#8216;experiential marketing&#8217;.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Experiential marketing is about curating retail spaces in order to offer a pleasant experience to the visitors who walk in. It is achieved by creating an <\/span><i><span style=\"font-weight: 400;\">ambiance <\/span><\/i><span style=\"font-weight: 400;\">that makes customers feel comfortable in it, and that at the same time reinforces the brand identity.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Experiential marketing is also about designing an in-store experience to be engaging and entertaining, by making the customers interact with the products. Retailers can use tools like <a href=\"https:\/\/www.the-qrcode-generator.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">The QR Code Generator (TQRCG)<\/a> to create interactive product touchpoints, such as scannable codes that unlock exclusive content, promotions, or product tutorials right in the store. To give a couple of examples, a few years ago Nike turned its store into a basketball court for people to play in, and Ralph Lauren recently installed <\/span><a href=\"https:\/\/youtu.be\/_tuj04ErYKQ\"><span style=\"font-weight: 400;\">interactive mirrors<\/span><\/a><span style=\"font-weight: 400;\"> to enhance the fitting room experience.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2020\/02\/06093144\/nike-b-ball-court-soho-666x333.jpg\" alt=\"nike-b-ball-court-soho-666x333\" class=\"wp-image-21757\"\/><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-center\"><span style=\"font-weight: 400;\">Photo: Nike.com<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Each retailer can find a creative way to make its physical space more immersive and entertaining, depending on the nuances of the business. However, there are other ways in which companies can offer visitors an immersive brand experience besides enhancing the one in-store.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-2-omnichannel-retail-strategy-\"><strong>2.&nbsp; &nbsp;Omnichannel retail strategy<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">A second solution is to make the stores part of a true <\/span><span style=\"font-weight: 400;\">omnichannel <\/span><span style=\"font-weight: 400;\">retail strategy, providing a seamless and coherent online and in-store shopping experience. Usually, merchants only make their products available online through e-commerce, but although multichannel marketing allows customers to purchase products on multiple sales channels (in-store, e-commerce, social media, etc.), if the customer experience remains siloed to offline brand engagement it loses effectiveness.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Consumers want to engage with brands both online and offline, and it&#8217;s up to the merchant to meet them where they are in the decision-making process, regardless of the channel of interaction. For example, customers might want to add a product to their online cart and then pick it up in-store, or they might want to check for products availability on their smartphones before heading to the store.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Numbers prove that <a href=\"https:\/\/gepard.io\/pim-solution\" target=\"_blank\" rel=\"noreferrer noopener\">omnichannel retail is advantageous<\/a>. According to a <\/span><a href=\"https:\/\/hbr.org\/2017\/01\/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works\"><span style=\"font-weight: 400;\">Harvard study<\/span><\/a><span style=\"font-weight: 400;\"> of 46,000 shoppers, 73% of consumers use multiple channels during their shopping journey, and the fact that they do online research before buying in the physical stores leads to 13% greater in-store spending. Moreover, customers who engage with the brand across several channels spend on average 9% more once they are in-store, compared with those who just use one channel.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Merchants can provide an omnichannel retail experience by integrating the POS system with the e-commerce store, offering intuitive user interfaces (website, app), and building advertising campaigns which take into account both the customer purchases and its marketing exposure.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-3-enhanced-advertising-performances-\"><strong>3.&nbsp; &nbsp;Enhanced advertising performances<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">To achieve excellence in omnichannel retail merchants must optimize and enhance their advertising efforts.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Many run online campaigns to drive offline sales, but not many <\/span><span style=\"font-weight: 400;\">measure<\/span> <span style=\"font-weight: 400;\">offline conversions<\/span><span style=\"font-weight: 400;\"> and optimize them to improve results. Although the path from online ads to offline sales is built upon many touchpoints, it is possible for merchants to gain clarity on the effectiveness of marketing campaigns. In recent years advertising platforms have been rolling out new solutions to<\/span><span style=\"font-weight: 400;\"> measure offline conversions <\/span><span style=\"font-weight: 400;\">such as for example Facebook Offline Conversions, which helps merchants to gain insights into which customers have seen an ad online and then completed a purchase offline.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">To take advantage of these new technologies, merchants must do three things:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Measure offline conversions to leverage customer insights<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Integrate data sources to optimize campaigns in real-time<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Identify and target different audience groups<\/span><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-measure-offline-conversions-to-leverage-customer-insights-\"><strong>Measure offline conversions to leverage customer insights<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Since store sales and <\/span><span style=\"font-weight: 400;\">off-site customer interactions<\/span><span style=\"font-weight: 400;\"> cannot be tracked with &#8216;cookies&#8217;, merchants must rely on other sources of personally identifying information such as email contact, phone number and home address, which are usually stored in POS systems, Customer Database Platform or loyalty programs.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Although this software provides merchants with precious insight into customer behavior, merchants often overlook the data and don?t fully utilize it. Merchants can leverage their transaction data by feeding them to tools like <\/span><a href=\"https:\/\/leadsbridge.com\/blog\/guides\/facebook-offline-conversions\/\"><span style=\"font-weight: 400;\">Facebook Offline Conversions<\/span><\/a><span style=\"font-weight: 400;\">, which will match them with the ad exposure data to identify which customers have seen an ad online and then purchased offline, in order to optimize the campaigns accordingly.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2020\/02\/06093502\/Facebook-Offline-conversion.jpg\" alt=\"Facebook-Offline-conversion\" class=\"wp-image-21758\"\/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">Another important tool to leverage customer data is <\/span><a href=\"https:\/\/leadsbridge.com\/blog\/guides\/google-import-conversions\/\"><span style=\"font-weight: 400;\">Google Offline Conversion Tracking<\/span><\/a><span style=\"font-weight: 400;\">, which allows retailers to better track both in-store sales generated from Google Ads, but also measure offline conversions of other kinds, such as phone calls, form submissions or sign-ups. In fact, a true omnichannel strategy should track and keep into account all sorts of micro-conversions along the customer purchasing journey.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Merchants who drive leads with <a href=\"https:\/\/leadsbridge.com\/integrations\/google-ads-lead-form-extensions\/\">Google lead form extensions<\/a> or YouTube TrueView for Action Forms, for example, should <\/span><a href=\"https:\/\/leadsbridge.com\/blog\/smart-tips-for-your-business\/google-ads-optimization-strategies\/\"><span style=\"font-weight: 400;\">optimize their strategy<\/span><\/a><span style=\"font-weight: 400;\"> to track further leads interactions such as calls or store visits.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">The adoption of these kinds of tools allows merchants to finally leverage customers&#8217; data and automatically optimize their campaigns based on online to offline conversions attribution.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-integrate-data-sources-to-optimize-campaigns-in-real-time-\"><strong>Integrate data sources to optimize campaigns in real-time<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">In order to implement a sophisticated marketing strategy, retailers require robust software technology. Often data points are collected in different sources (i.e. POS System, Customer Data Platform) that must be integrated through complex workflows by an IT team or <\/span><a href=\"https:\/\/leadsbridge.com\/\"><span style=\"font-weight: 400;\">a trusted middle-ware company<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">To optimize advertising campaigns on daily transactions, retailers must integrate their customer database with their marketing campaigns.?<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2020\/02\/06093702\/offline_conversions_leadsbridge.png\" alt=\"offline_conversions_leadsbridge\" class=\"wp-image-21759\"\/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">This step is important in order to send information to Facebook or Google about new purchases automatically and in real-time to continuously optimize the advertising campaigns for an audience that is more likely to purchase in-store.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-identify-and-target-different-audience-groups-\"><strong>Identify and target different audience groups<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Once retailers start to close the gap between online ads and offline sales, it becomes easier to identify different audience groups for upselling purposes.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">For example, retailers could create<a href=\"https:\/\/leadsbridge.com\/blog\/how-to-use-facebook-lookalike-audiences\/\"> Lookalike Audiences<\/a> to reach people similar to current offline customers like high in-store spenders, loyalty cardholders, or people who have shown a high-intent to buy (i.e. subscribing in-store to newsletter offers).<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/d3pef22pb68mhq.cloudfront.net\/wp-content\/uploads\/2020\/02\/06093817\/Sans-titre-1.png\" alt=\"Sans titre 1\" class=\"wp-image-21760\"\/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">Retailers can work specifically with each different audience to craft online campaigns via email marketing, sms marketing or social media to keep the conversation going and stay in touch once they exit the store.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"7-why-an-omnichannel-retail-strategy-is-the-future-\"><span style=\"font-weight: 400;\">Why an omnichannel retail strategy is the future<\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">There is another reason why merchants should create or double down on their omnichannel retail strategy. New regulations to improve customer privacy while browsing online have led to the development of Intelligent Tracking Prevention (ITP) systems <\/span><a href=\"https:\/\/leadsbridge.com\/blog\/smart-tips-for-your-business\/cookies-are-dying\/\"><span style=\"font-weight: 400;\">to block third-party cookies<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">This means that merchants who run campaigns online will no longer be able to track people with pixels. However, It will be possible to collect information about their website visitors, leads, and customers <\/span><a href=\"https:\/\/leadsbridge.com\/blog\/server-to-server-tracking\/\"><span style=\"font-weight: 400;\">by storing them as first-party data<\/span><\/a><span style=\"font-weight: 400;\"> and then pushing them directly to different publishing platforms.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">An omnichannel retail strategy is a &#8216;data resiliency solution&#8217; in the sense that it enables merchants to have a full-funnel strategy that measures online, offline and off-site events. It enables them to achieve omnichannel excellence while at the same time &#8216;future-proof&#8217; themselves from the phasing out of third-party cookies.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"8-conclusion-and-main-takeaways-\"><strong>Conclusion and Main Takeaways<\/strong><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Like many other industries, retailing is changing fast and it&#8217;s up to retailers to keep up with consumers. The world of commerce is increasingly moving towards a frictionless and interconnected experience. In order to embrace the future of retail merchants must implement an <a href=\"https:\/\/forbytes.com\/blog\/omnichannel-retailing-tips-for-stores-getting-started-online\/\" target=\"_blank\" rel=\"noreferrer noopener\">omnichannel retail<\/a> strategy.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">A first step towards the customer is to enhance and improve the experience in-store by creating an engaging and comfortable ambiance. On top of that, merchants should build an <\/span><span style=\"font-weight: 400;\">omnichannel retail strategy<\/span><span style=\"font-weight: 400;\"> by integrating online and offline touchpoints in a seamless experience.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Finally, merchants should also enhance their advertising efforts <\/span><span style=\"font-weight: 400;\">by using tools that measure<\/span> <span style=\"font-weight: 400;\">offline conversions, whether offline sales or mid-funnel interactions and<\/span><span style=\"font-weight: 400;\"> pushing first-party data about customers&#8217; behavior into their marketing campaigns <\/span><a href=\"https:\/\/leadsbridge.com\/\"><span style=\"font-weight: 400;\">through a middleware software<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With online sales growing stronger by the year, the future of retail is changing fast: according to recent research by eMarketer on the state of online shopping, consumers are expected to spend 6.5 trillion on retail e-commerce worldwide by 2023, almost double the total retail e-commerce sales of 2019. The online world is changing the [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":25781,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ub_ctt_via":"","footnotes":""},"categories":[87],"tags":[76,82],"industry":[],"class_list":["post-21753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nurturing-and-conversion","tag-facebook","tag-retail"],"featured_image_src":"https:\/\/leadsbridge.kinsta.cloud\/wp-content\/uploads\/2021\/04\/immagini-shooroom23.jpg","author_info":{"display_name":"Dario Villi","author_link":"https:\/\/leadsbridge.com\/blog\/author\/radiovillileadsbridge-com\/"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Omnichannel retail: The new consumer path to shopping - LeadsBridge<\/title>\n<meta name=\"description\" content=\"Discover the top 3 omnichannel retail solutions and learn how to implement them as a merchant to improve your relationship with the customer.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/leadsbridge.com\/blog\/omnichannel-retail-consumer-path-to-shopping\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Omnichannel retail: The new consumer path to shopping - 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