Omnichannel Technologies Bring Multi-brand Stores Closer to Brands
Brands are evolving by developing better direct-to-consumer relationships through flagship stores and ecommerce capabilities. However, they still rely on multi-channel retailers to build the relationships with a large number of customers that they cannot reach themselves.
While multichannel retailers struggle to compete, they are increasingly being expected to offer customers a curated experience as well as allow customers to maintain their relationships with brands.
How can multi-brand stores strengthen their position and connect better with customers?
This was one of the recurring themes at the 2019 Retail & Brand Experience World Congress in Barcelona.
First, multichannel retailers need to think about that curated experience. Harrods, for example, has a very clear vision. They are curating an experience of what they think is the ultimate in luxury, but they are always thinking about the customer. Not every department store should focus singularly on luxury, of course, but understanding what your customers do in your store is as important for multi-brand stores as for brand stores.
Next, brands and multi-brand retailers should also work closer together, rather than compete against each other. If multi-brand retailers decide to maintain the relationship between the brand and the customer, they need to be able to offer the same customer rewards and excellent in-store experience as the brand. Both should aim to talk to everyone as individuals, and that is becoming easier to do with omnichannel technology.
Cloud-based POS and CMS solutions to the rescue
Brands have gone from being product-focused to brand-focused and now story-focused. That story should be accessible in a multibrand store as well as a brand store. Whether customers come in to compare different brands or to strengthen their relationship with a single brand, they should be able to feel they are seen on an individual level by the multi-brand store, and they should be able to develop their brand relationship too.
An omnichannel solution helps build and maintain relationships and create additional pre- and post-purchase touch points through by promoting and granting exclusive or premium access to discounts, special events, seasonal sales, and new collections through their online channels.
A cloud-based POS solution allows store associates to easily access customer information at the point of sale and assist them more effectively, whether they are making a return, scheduling a delivery, or using credit from their registry or loyalty account. The loyalty accounts could be linked with specific brand accounts. One example of this is Sephora, where customers can still access their Sephora loyalty accounts at department concession (store-within-a-store).
Want to know more about the solutions Openbravo can offer? Visit Mobile and Cloud Solutions for Omnichannel Commerce and take a free Product Tour today.
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