Last updated on Jan 18, 2024

How can you use merchandising to create a seamless omnichannel experience?

Merchandising is not just about displaying products in an attractive way. It is also about creating a consistent and engaging customer experience across different channels, such as online, in-store, mobile, and social media. This is what omnichannel merchandising aims to achieve: a seamless integration of physical and digital touchpoints that enhances customer satisfaction, loyalty, and sales. In this article, you will learn how to use merchandising to create a seamless omnichannel experience for your customers.

1 Understand your customer journey

The first step to create a seamless omnichannel experience is to understand how your customers interact with your brand across different channels. You need to map out their journey from awareness to purchase to retention, and identify the pain points, preferences, and opportunities along the way. For example, you can use analytics tools, surveys, and feedback forms to collect data on your customers' behavior, needs, and expectations. You can also create personas and scenarios to represent your target segments and their typical situations.

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Rodrigo Lima

Gerente Comercial e Operações de Varejo | Leroy Merlin Brasil
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The way you present your products should be consistent across all channels, from your physical store to your website and social media, creating a sense of familiarity and trust for your customers. What works well on one channel may not work well on another, so understand the target audience for each channel to create the best campaigns. You can use merchandising to connect channels to one another, creating a seamless experience for consumers. A perfect experience does not yet exist, but constant evolution to improve the customer journey across all channels is essential!

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2 Align your merchandising strategy

The next step is to align your merchandising strategy with your customer journey and your business goals. You need to define your value proposition, your unique selling points, and your competitive advantage. You also need to decide how to showcase your products, how to communicate your brand identity, and how to optimize your pricing, promotions, and inventory. Your merchandising strategy should be consistent and coherent across all channels, but also adaptable and flexible to suit different contexts and preferences.

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Sander Kwint

Head of Performance Solutions - Kinesso NL
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You have of take the cost of additional merchandising efforts in to account when setting up the strategy and tactics,. A balance between impact and effort is super important.

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3 Implement your merchandising tactics

The final step is to implement your merchandising tactics across different channels, using the best practices and tools for each one. For example, you can use visual merchandising techniques, such as color, lighting, layout, and signage, to create an appealing and inviting store environment. You can use digital merchandising techniques, such as product images, videos, descriptions, and reviews, to create an informative and engaging online experience. You can also use cross-channel merchandising techniques, such as click-and-collect, buy online return in store, and online-to-offline recommendations, to create a convenient and personalized omnichannel experience.

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4 Measure your merchandising performance

To ensure that your merchandising efforts are effective and profitable, you need to measure your merchandising performance across different channels. You need to track and analyze key metrics, such as conversion rate, average order value, customer satisfaction, retention rate, and return on investment. You also need to test and optimize your merchandising tactics, using methods such as A/B testing, multivariate testing, and personalization. You should also monitor your competitors' merchandising strategies, and learn from their successes and failures.

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Sander Kwint

Head of Performance Solutions - Kinesso NL
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As additional KPI I would list: Add to carts New customers repeat purchases other parameters like Promo's and distribution needs to be taken into account when measuring

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5 Learn from your customer feedback

One of the most important sources of information for your merchandising strategy is your customer feedback. You need to listen to what your customers say about your products, your brand, and your omnichannel experience. You can use various channels to collect and respond to customer feedback, such as social media, email, chat, phone, and in-store surveys. You should also use customer feedback to improve your merchandising tactics, and to reward your loyal customers with incentives, such as discounts, coupons, and loyalty programs.

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6 Keep up with the trends

The last tip to create a seamless omnichannel experience is to keep up with the trends and changes in the retail industry. You need to be aware of the latest technologies, innovations, and best practices that can enhance your merchandising strategy. You also need to be responsive to the changing needs, expectations, and preferences of your customers. You should always be ready to adapt and evolve your merchandising tactics, and to create new and exciting omnichannel experiences for your customers.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you use merchandising to create a seamless omnichannel experience?

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1 Understand your customer journey

2 Align your merchandising strategy

3 Implement your merchandising tactics

4 Measure your merchandising performance

5 Learn from your customer feedback

6 Keep up with the trends

7 Here’s what else to consider

Retail Sales

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How can you use merchandising to create a seamless omnichannel experience?

1

2

3

4

5

6

7

1 Understand your customer journey

2 Align your merchandising strategy

3 Implement your merchandising tactics

4 Measure your merchandising performance

5 Learn from your customer feedback

6 Keep up with the trends

7 Here’s what else to consider

Retail Sales

Rate this article

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