Twenty years ago, people would head to a store to find what they needed, but now they’re shopping right from their homes. Omnichannel retail gives customers the ability to connect with a brand across different platforms while keeping their information intact for a smooth shopping experience.
Research shows that 78% of consumers use two or more channels for browsing, researching, and purchasing.
As shopping behaviors continue to shift, retailers are adapting to meet these preferences. In my experience, these omnichannel retail trends highlight how the retail industry can meet shifting customer expectations. Let’s dive into them!
What is Omnichannel Retail?
Omnichannel retail is a strategy where customers can engage with a brand through multiple touchpoints—physical stores, online platforms, mobile apps, or social media—while enjoying a consistent and cohesive experience.
Whether a customer starts browsing online and completes the purchase in-store or researches through an app and buys via social media, their preferences and information are retained across each channel. This ensures a consistent brand experience and gives customers more flexibility and convenience.
8 Omnichannel Trends for Retail
The top omnichannel retail trends include hyper-personalization powered by big data, augmented reality (AR) shopping experiences, the rise of social commerce, and a focus on sustainability. These capture the changing needs and habits of today’s consumers.
Let’s look at them in detail.
1. Hyper-Personalization and Big Data
Retailers are increasingly using big data to offer hyper-personalized shopping experiences. This involves collecting and analyzing customer behavior, preferences, purchase history, and real-time interactions across various channels. With these insights, brands can recommend products that align with individual tastes, send targeted offers, and deliver relevant content.
For instance, retail giants like Amazon and Netflix are prime examples of brands using hyper-personalization to boost engagement and sales. Amazon’s product recommendation engine suggests items based on browsing and purchase history. Similarly, Netflix recommends shows tailored to individual viewing patterns.
How can retailers use this omnichannel marketing trend to their advantage?
- Use analytics tools to collect and analyze customer data for deeper insights.
- Create tailored marketing campaigns, including personalized emails and product suggestions, based on how customers interact with your brand.
- Divide customers into specific segments to offer promotions and deals that better match their interests.
- Adopt dynamic pricing models to provide custom discounts or offers that incentivize purchases.
2. Augmented Reality (AR) Shopping
The augmented reality shopping market is expected to grow at a CAGR of 28% through 2034. AR allows retailers to create engaging, interactive experiences that help customers visualize products in real-world settings. This helps bridge the gap between digital and physical shopping, boosts customer confidence, and reduces return rates.
For instance, IKEA’s AR app allows users to visualize furniture in their homes before purchasing, helping customers make informed decisions and reducing returns.
How can retailers leverage this omnichannel commerce trend?
- Add AR capabilities to your website or app, allowing customers to virtually try on items or see how products like furniture would look in their homes.
- Create interactive AR features that engage customers with your products before they make a purchase.
- Use AR to create virtual showrooms or in-store experiences for online shoppers, increasing their confidence to buy.
3. Sustainability
Sustainability has become a significant omnichannel commerce trend for consumers, pushing brands to adopt eco-friendly practices. Focusing on sustainable products and practices strengthens customer loyalty and appeals to those who prioritize environmentally friendly options.
For example, The Body Shop, known for its cruelty-free and eco-friendly products, attracts consumers who prioritize sustainability in their shopping choices.
How can retail brands implement sustainability?
- Source eco-friendly materials and promote them prominently in product descriptions.
- Use recyclable or biodegradable packaging materials, and make sure to highlight these sustainability efforts in your marketing.
- Share your sustainability initiatives and progress on social media and your website to connect with eco-conscious consumers.
4. Social Commerce
Social commerce is yet another retail omnichannel trend that enables retailers to sell directly through social media platforms. The social commerce revenue is expected to surpass $1 trillion by 2028. In the future, brands will need to connect with consumers on the platforms where they are already spending their time.
How can brick-and-mortar store owners implement social commerce?
- Create shoppable posts on platforms like Instagram and Facebook to allow customers to buy directly within the app.
- Work with influencers to highlight your products and foster meaningful connections with potential buyers.
- Host live shopping events on social media, encouraging real-time interactions and driving immediate sales.
5. Voice Commerce
Voice-activated shopping offers a hands-free option for consumers to make purchases using smart devices. Voice shopping is an emerging trend, with nearly half (49%) of US consumers already using voice search for shopping. This is gaining traction as more consumers adopt smart speakers and voice assistants.
How can retailers implement voice commerce in their omnichannel strategy?
- Optimize eCommerce websites for voice search to improve the discoverability of products.
- Allow customers to place orders using voice commands through services like Amazon Alexa or Google Assistant for a more convenient shopping experience.
- Ensure that product descriptions are concise and clear to cater to voice search queries.
6. Inclusive and Diverse Marketing
Inclusive and diverse marketing has become essential for brands aiming to resonate with a broader audience in today’s multicultural society. When brands represent various cultures, genders, body types, and lifestyles in their advertising and messaging, they signal to consumers that they are valued and understood. Moreover, this omnichannel retail trend enhances a brand’s reputation, positioning it as socially responsible and forward-thinking.
Example: Fenty Beauty, founded by Rihanna, revolutionized the beauty industry by offering an inclusive range of 40+ foundation shades that cater to a wide variety of skin tones.
How can retailers implement inclusive marketing across multiple channels?
- Showcase a diverse range of models and representations in your ads to reflect your customer base’s diversity.
- Create product lines that cater to diverse needs, such as inclusive sizing or culturally relevant designs.
- Engage with underrepresented communities through targeted campaigns and partnerships, demonstrating a commitment to inclusivity.
7. Subscription-Based Models
Subscription-based models are yet another omnichannel retail trend that is becoming increasingly popular among consumers seeking convenience and personalized experiences. By offering subscriptions, retailers can create long-term relationships with their customers.
How can businesses use subscription-based models in today’s retail environment?
- Offer curated subscription boxes that deliver tailored products to customers regularly, increasing customer retention.
- Provide exclusive benefits to subscribers, such as discounts or early access to new products.
- Collect customer feedback to continually refine and improve subscription offerings based on preferences and behaviors.
8. Frictionless Omnichannel Fulfillment
Frictionless omnichannel retail fulfillment allows consumers to navigate seamlessly between online and offline shopping environments. By integrating various sales channels, you can provide a unified shopping experience that meets customer expectations for convenience and accessibility.
Furthermore, offering multiple fulfillment options such as in-store pickup, curbside delivery, and flexible shipping solutions empowers customers to select the most convenient method for receiving their purchases.
How can retailers combine online and offline channels to enhance customer experience?
- Implement an integrated inventory system that provides real-time updates across all sales platforms.
- Provide flexible fulfillment options like curbside pickup, in-store collection, or same-day shipping.
- Communicate transparently with customers regarding order status, tracking, and delivery options to enhance their shopping experience.
ControlHippo’s Role in Supporting Retailers With Omni Channel Solutions
ControlHippo is an omnichannel platform designed to help businesses integrate various messaging channels like Instagram, WhatsApp, Facebook, Telegram, and more. This allows retailers to streamline customer interactions across multiple platforms, ensuring a cohesive brand experience and keeping them aligned with the latest omnichannel retail trends.
- Hyper-Personalization: Collect customer data across channels to tailor experiences and offers. Retailers can use real-time data to create personalized promotions that resonate with individual customers.
- Social Commerce: Engage customers directly on social platforms to drive sales. Automating promotions and sending order updates via social channels can boost engagement and conversion.
- Voice Commerce: Connect with voice assistants to handle inquiries and orders. ControlHippo’s chatbots can efficiently manage voice-initiated interactions, streamlining the shopping experience.
- Frictionless Fulfillment: Unify customer queries from various platforms in a single inbox for quicker response times. This ensures consistent, efficient customer support across all channels.
Conclusion
Omnichannel marketing is important for improving the customer journey and increasing customer lifetime value. Trends like hyper-personalization, AR shopping, and sustainability address shifting consumer expectations and offer engaging experiences across multiple platforms. Seamless integration of these trends helps retailers strengthen relationships, foster loyalty, and enhance customer engagement. Moreover, adapting to these changes ensures businesses can meet evolving customer demands.
Updated : October 21, 2024
Rohit Rajpal is an experienced content writer with a strong focus on business communication platforms. He creates content that helps companies optimize their communication strategies using omnichannel solutions. Known for his straightforward approach, Rohit breaks down complex concepts, making it easier for businesses to improve how they connect with customers.
Subscribe to our newsletter & never miss our latest news and promotions.
+21K people have already subscribed