Digital marketers have an important role to play in helping organisations get to grips with Omnichannel retailing. Understand what the challenges and opportunities are for retailers in this brief presentation. Digital marketers should subscribe to www.thesealeys.co.uk for more ideas and strategies for digital marketing teams.

1. a guide for digital marketers
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2. OMNICHANNEL
RETAILING
Experiential
How the customer feels about the
transaction and what they remember OMNI
afterwards. Should make the customer
an advocate.
Transactional MULTI
Ways in which the customer can pay and
take delivery of the product or service
purchased. Should be simple,
transparent and fast.
Informational
How does the customer learn about your
brand, product and service. Should help
SINGLE
the user discover or find the product
they’re looking for.
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3. OMNICHANNEL Right message, right
RETAILING action, right channel
research transact experience
 Potentially unlimited product  Immediate transaction
selection  Experience product, service or
 Ability to research products brand
 Ability to search based on  One to one engagement with staff
constructed preferences  Instant fulfilment of order
 Tracking of visitor behaviour  Access to “expert” instore advice
 Ability to instantly test marketing
strategies
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4. OMNICHANNEL
RETAILING
Centralised and
integrated
 CRM
information systems  Warehouse Management
drive the customer 

Order management
Finance management
experience  Payment service
 ERP
Facebook/Twitter
Communities
SOCIAL
CHANNEL Channel Interfaces Core services
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5. OMNICHANNEL
1 Vision, goals and ideas
RETAILING
THE SIX CHALLENGES 2 Technology
3 Customer journey
4 Recruitment
5 Pace and timing of change
6 Physical operations
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6. OMNICHANNEL
RETAILING
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