Omnichannel Approach to Meet Retail Customers' Expectations

Reasons Behind Changing Customer Expectations

Consumer nowadays has become multifaceted and more comprehensive due to interaction with large number of economic, social, political and global factors and hence they are becoming increasingly demanding and challenging. Here are some factors causing rapid changes in consumer behaviour:

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  Volatile markets and alarming inflation: Factors like unpredictable markets and alarming rate of inflation have huge impact on customers’ expectations. Customers feel that they have less disposable income. They are looking for ways to carry on smarter purchases, even they are purchasing less.

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  The hybrid method of buying: Digital revolution has changed the ways of shopping especially after COVID. Now lot more products and services are available online. People have shifted to hybrid lifestyle where they are buying both online and in-store. According to a study by Prosper Insights & Analytics, 33% of adults are shopping less in stores.

Omnichannel Retail

Omnichannel retail is a strategy that facilitates customers to interact with and make purchases, without much effort, across various channels, from wherever they are and in any way. Omnichannel approach encompasses a business strategy that is intended to offer a magnificent shopping experience across all channels i.e. in-store, mobile or online. An effective omnichannel retail strategy covers the major areas of contact across all possible communication channels to facilitate seamless, customized customer interaction. An omnichannel experience assures a better customer experience and helps in sustaining customer loyalty in the long run (Azhari & Benett, 2015).

With the digital transformation, customer expectations are also rising. Customers want a shopping experience where they have a rapport with the organisation, get excellent customer service and all their queries/problems must be handled immediately. Retailers must devise suitable policies to meet expectation of their customers. First, they need to recognize the channels where their customers are present and then create what is required by customers in that particular space. Retailers must deliver integrated experience and once an expectation is created, it must be met. This might be achieved by:

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  Ensuring presence on various social media platforms for exposure and better communication with the customer

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  Maintaining a help center with well talented staff for addressing email and phone queries

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  Allowing customers to make easy returns in the stores.