A lot of people and publications blog on the topic of omnichannel, but the L2 retail think tank blogged yesterday (June 24) about how omnichannel can specifically drive foot traffic to brick-and-mortar stores.
L2's Marian Berelowitz listed "five omnichannel fundamentals for driving foot traffic," which include:
- Inventory transparency: Allow the consumer to "mentally commit to a purchase before visiting a store" and create an opportunity to "boost basket size" during their eventual store visit.
Who does this well? Best Buy, Home Depot, Toys "R" Us.
- Closing the loop: inventory + preferred store: A number of retailers a) provide real-time inventory visibility online and b) allow consumers to save a preferred local store, but "few leverage the information stored to a customer's account to automatically show shoppers what's available nearby," Berelowitz wrote.
Who does this well? Best Buy, Crate & Barrel, Home Depot, Sears and Walmart (see above Venn diagram). The below photo screenshots show how Best Buy displays inventory information at "preferred stores" nearby.
- Click and collect / reserve online, pick up in store: British retailers have seen great sucess with buy online/pickup in-store intiatives, with some seeing "upward of 70% of online orders fulfilled via click and collect."
Who does this well? Sainsbury's, Tesco and Waitrose, Gap/Banana Republic.
- Email drives to store: "Brands frequently fail to include prominent links to a store locator in the body of emails," Berelowitz wrote.
Who does this well? Guess, Walmart, Staples, Banana Republic
- Mobile as connective tissue: "Real-time inventory status for Big Box retailers in the L2 Index is available on 59% of desktop sites versus 22% of mobile sites. If anything, those ratios should be reversed to service the local intent signaled by mobile customers."
Who does this well? Target, Walgreens, Nordstrom Rack.