Omni-channel for Fashion Companies: New Opportunities and Difficulties
Updated: Jun 25, 2019
Shopping has become quite a complex process since consumers have found themselves with the oppportunity to buy not only at the brick and mortar stores as they used to, but also in a range of channels that seems to keep growing everyday. Physical stores, e-commerce stores that adapt and are responsive in virtually any device, digital assistants and so on and so forth. In the fashion industry, this change in consumer habits quickly translated into the birth and expansion of fast fashion and adapting their strategies in order to be able to answer their customer's needs faster and more effectively in all channels.
Multiple channels give companies the chance to use multiple forms of connecting with customers.
There was once a time where people would just purchase their clothes at brick and mortar stores after reading about the products in catalogs. Today, some of these very same companies must also have several different social media pages and websites.
Customers often expect that they will be able to get in touch with the customer service representatives on their phones and through live chat software and it seems that this situation will not change any time soon.
Being able to create different types of marketing content is also an advantage for fashion companies as they will be able really reach their customers, if not through the offline channel, through the online one. If needed, representatives from fashion companies can communicate with potential customers on social media directly in order to get a sense of the products that they want to see. These type of interactions with consumers can have a positive impact on businesses as they can eventually help fashion companies to create goods that will sell more.
Some channels require more maintenance than others
Companies with fewer resources might be worried about the possibility of having to maintain a variety of channels in order to create an effective omni-channel strategy - and this is true, but businesses should remember that they are not going to have to devote the same amount of attention to each section. Brick and mortar stores require a great deal of maintenance while social media pages, even if they require some maintenance, are generally relatively inexpensive to maintain and can be taken care of by investing a few hourse per week. Furthermore, it is also an option to seek the services of freelancers or agencies to integrate the social media and website activities and strategy into the overal omni-channel strategy. Companies do not have to figure all of this out themselves from scratch.
It might seem that due to the fast expansion of online stores, brick and mortar stores have moved to a second place but they are still very relevant, in fact stores providing unique in-store experiences will thrive. The manner in which companies display and present products has always mattered. Now, companies are going to have to worry about the manner in which their businesses are presented in many different formats.