As Managing Director of P4Markets, which helps to better understand and manage marketplaces in order to be commercially successful, I always follow the latest developments and trends in the industry. One area that is essential in this business and has gained a lot of attention in recent years is the topic of omnichannel. This is about offering customers a seamless shopping experience, regardless of which channel they are using.
In recent years, we have seen that consumer shopping behavior has changed significantly. Fewer and fewer people are actively visiting retail stores. Therefore, connecting stores with online marketplaces is very important. For example, customers can search for products online on a marketplace such as Zalando, pick them up in a physical store or have them delivered directly to their home. This seamless transition between online and offline channels offers customers a convenient and flexible shopping experience.
In today's digital world, the omnichannel approach is one of the most important strategies for retailers and brands to interact with their customers and improve their shopping experience. On the one hand, this transformation is changing the entire (fashion) industry in the long term, but at the same time offers great potential for individual brands to position themselves optimally online.
The integration of online marketplaces such as Zalando or About You into this approach is an important step for retailers to better reach their customers and optimize their sales results.
The customer is and remains king
Well thought-out customer service is crucial for developing a successful omnichannel strategy on online marketplaces. As the shopping experience on online marketplaces differs from personal advice in stores, it is still important to be there for customers as a point of contact and to accompany the shopping experience from the first to the last step.
On the one hand, this includes communication during the ordering process: customers are informed about the shipping status of their order, the processing of returns or refunds via email or WhatsApp. On the other hand, it is important to offer customers an immediate service, for example in the form of a chat. These interactions with a real person ensure that customers build trust in the platform and develop marketplace loyalty.
Enabling personalized shopping experiences on online marketplaces
Developments in recent years continue to show that the personalization of the shopping experience is of central importance for sustainable customer loyalty. Customers expect their individual preferences, needs and interests to be taken into account when shopping. Online marketplaces must therefore collect and analyze data in order to create personalized offers and recommendations that meet the needs of customers.
The use of technologies such as artificial intelligence and machine learning is playing an increasingly important role in this development of the omnichannel strategy on online marketplaces. The keyword here is AR (augmented reality). Unlike offline shopping, customers cannot touch or try out the product they are buying online. The use of augmented reality in e-commerce can help online retailers to close this gap by offering a more intensive product experience through 3D visualizations, virtual try-ons and product demonstrations. AR adds virtual objects (3D models) to the products in the online store. These can then be inserted into the real world via a live camera so that customers can try on products such as sneakers or bags visually beforehand.
Online marketplaces can use these technologies to create personalized offers and recommendations and improve the customer experience. They can also automate processes and increase efficiency.
Using social media and influencers as a driving force
One of the most important trends for the omnichannel approach is social media and influencer marketing. This is because more and more customers are using social media such as Instagram, TikTok or Pinterest to find inspiration for their purchases. Online marketplaces must therefore increase their presence on these platforms and create personalized offers and recommendations based on customers' interests. The online marketplace Zalando, for example, offers the option of following influencers on the platform who regularly present outfits with items that are sold on the marketplace. This takes the shopping experience to a personal level. It also encourages further interaction between the various channels.
The work in the background determines success on the outside
Processes that also have a major influence on the successful implementation of an omnichannel strategy and that many people are not yet aware of are the processes that take place in the background, i.e. in the backend of the marketplaces. This includes the optimal preparation of product data in order to be able to offer all items on a permanent basis, as well as logistics. Part of the seamless transition from in-store retail to shopping on an online marketplace is fast delivery and easy return of items. This requires logistics processes that function smoothly and can really handle large quantities of goods. This is the only way an omnichannel strategy can complement online marketplaces and sustainably improve the shopping experience.
In summary, it can be said that a successful omnichannel strategy is more important than ever for online marketplaces today. The integration of online and offline channels, personalized shopping experiences and the use of social media are the most important trends and developments. Through targeted implementation, online marketplaces can increase their reach and improve the customer experience
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