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Stand out this holiday season and attract more in-store customers

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The holiday season is a time for festive goodwill and family get-togethers – and, for retailers, it’s also a great chance to bring in more sales and maximise your profits.Planning how you’re going to take best advantage of this window of opportunity requires a little effort, but it can prove invaluable for your end-of-year figures.<h2>Why in-store matters</h2>Driving more customers in-store is important to both brick-and-mortar retailers and omnichannel brands.Throughout the festive season, it’s estimated that around 50-60 per cent of shoppers will purchase gifts in-store – and that proportion rises as Christmas draws closer. Why? Because customers who leave their shopping to the last minute want to ensure they receive their purchases in time for Christmas, and many are prepared to head in-store, rather than put their trust in the post system, to pick up their gifts.Driving customers in-store is especially important for small and local businesses, which are likely to attract a greater proportion of in-store shoppers.&nbsp;But even omnichannel brands can benefit by focusing on increasing footfall; after all, studies have repeatedly shown that the more channels a customer uses, the more loyal they are to the brand.Here are a few easy ways to usher in more customers, not to mention that Christmas cheer…<h2>How to reach more customers – and drive them in-store</h2>

<h2>Start early</h2>Just a decade ago, most Christmas spending happened in early to mid-December.These days, holiday trading starts sooner than ever, kicking off in early November as Black Friday and Cyber Monday (BFCM) become key dates on the retail calendar.In fact,<a href="https://businessgrowth.afterpay.com/rs/424-IAB-218/images/Festive%20Forecast%20by%20Afterpay.pdf" rel="noopener noreferrer" target="_blank"> Afterpay’s 2022 Festive Forecast</a> found that two-thirds of shoppers will purchase gifts before BFCM.“November is now at least as big a month as December, with Black Friday sales driving early shopping behaviour,” says Simon Burrett of<a href="https://www.linkedin.com/in/marketing-strategy-retail-ecommerce-mentor-consultant-leadership" rel="noopener noreferrer" target="_blank"> Retail Roustabout</a>. “Preparing deals and operational plans for November like we used to do for Boxing Day is the new normal.”This also means stealing a march on recruitment of temporary staff. With many businesses already struggling to get enough people to fill shifts, recruitment of Christmas casuals will be more challenging this year. Customer service is a critical part of an in-store sales strategy and retailers need to plan well in advance to ensure they have enough staff to cope with the Christmas rush. See more tips on festive recruitment.&nbsp;

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“November is now at least as big a month as December, with Black Friday sales driving early shopping behaviour.”

<h2>Work those windows</h2>An attention-grabbing window display can convert a passerby into a potential customer, and during the festive season they need to work even harder to catch the eye of shoppers and entice them through the door. A little imagination can go far when it comes to telling the festive story of your brand.Phoebe Simmonds is co-founder of pregnancy, birth and new parenthood store<a href="https://thememo.com.au/pages/armadale-boutique" rel="noopener noreferrer" target="_blank"> The Memo</a> in Melbourne’s Armadale.“We use our windows as billboards to make strong brand statements. We flip [visual merchandise] once or twice per month, and more over the Christmas period. This is important because it’s common for a customer to visit our store a few times over this period, so we like to keep it fresh and exciting for them to discover new things.”&nbsp;Think ‘Stop, look, enter’. Activate store windows with a customised, on brand, clever and eye-catching display, and think hard about the area that lies just beyond the window, too.<h2>Dive into your data</h2>The best way to identify what will attract customers in store is to look closely at what motivates them.&nbsp;Are your customers driven by discounts? (In which case, think about which promotions you can offer.) Or do they shop with you because they love your store’s personal touch? (In which case, free gift-wrapping or engraving may be the way to entice them in-store.)Afterpay has crunched the data and identified a range of festive shopping personas. Match your customers to Afterpay’s personas – and discover what will draw them in-store here.<h2>Try a breadcrumb strategy&nbsp;</h2>Taking its name from the well-known fairytale, The Gingerbread Man, <a href="https://www.afterpay.com/en-AU/business/access/omnichannel-retail/how-to-drive-more-sales-in-store-this-festive-season" rel="noopener noreferrer" target="_blank">the breadcrumb strategy </a>involves using social media and digital channels to promote in-store happenings.&nbsp;For example, you could use social media and e-newsletters to let customers know you’re on sale or offering advent-style daily deals. A few days later, you might consider emphasising the urgency of the offer by to encourage them to stop by in-store soon.“The key to this strategy is ensuring that your messaging across online and in-store marketing is consistent and tells a story that is aligned with your brand and the messaging you’re trying to get across,” says Afterpay’s APAC retail experience lead Caroline Stensved.<h2>Set up a social sweet spot</h2>Creating an Instagrammable retail space is another way to attract shoppers, as customers will snap photos and post them to social media – where they will reach a whole new audience of potential customers.“To make Instagram spots successful, they need to stand out, be well lit and easy to access, and include your store’s logo or hashtag,” says Marguerite Bell, the managing director of<a href="https://www.retaillife.com.au/" rel="noopener noreferrer" target="_blank"> Retail Life</a>. “Promote it across your own social channels to drive customers into the store and keep it updated and refreshed. You may also consider offering incentives for customers to engage with the spot to encourage social sharing and build excitement for gift ideas and new products.”<h2>Consider events</h2>A well-planned and executed store event or activation can drive foot traffic, increase store sales, enhance customer engagement, and create memorable shopping experiences.&nbsp;Even if you can’t recreate Santa’s grotto, you can still use event-style tips and tricks to create a festive atmosphere and provide some reciprocal good will. Mini-giveaways of individually wrapped biscuits or lollies and secret Santa gifts will be a hit with kids, and a free gift-wrapping station will be a relief for time-pressed parents.&nbsp;“The holiday trading period is very heavy with promotional activity,” says Simmonds. “Customers are trained to look for this now, but even more valuable is delivering a superior experience that makes life easier, such as a clear, well-presented assortment targeted to their needs, speedy delivery, or a beautiful gift-wrapping service.“Determine your goals and your budget, plan your event and prepare your marketing with social posts, in-store signage, invitations and special offers, says Bell. “In-store events and giveaways are also a great way for retailers to create a sense of community, drive brand loyalty and set you apart from the competition.”<h2>Leverage click and collect</h2>Click and collect is convenient and cost-effective option for time-poor Christmas shoppers, and it can also be a boon for the retailer as it drives people into physical stores and encourages impulse purchases at pick-up.

"Be strategic with displays close to click and collect pick-up areas to entice customers to purchase additional items.”

“Create an easy to see and access click and collect pick up area in-store,” advises Bell. “Train staff to be familiar with click and collect orders, so they are ready to talk to customers about their purchases, and lead the conversation to add-ons or even to new lines. Be strategic with displays close to click and collect pick-up areas to entice customers to purchase additional items.”

<h2>Once customers are in store...</h2><h2> </h2><h2>Stay up to speed</h2>To drive traffic both new and repeat, a store needs to feel fresh and updated with regular new merchandise offers and displays rotated to keep things new and interesting. Re-filling shelves and rotating colours will help promote lines that are in-stock and ready for customers to buy. Hot spot areas such as counters need merchandising daily to keep them full, well-presented and optimise sales performance.“In the super-competitive, super-fast omnichannel shopping frenzy that is the Christmas period, the critical element is to read the play, every day,” says Burrett“Leverage data and lean on trusted partnerships to analyse what customers are searching, browsing and shopping at every stage of the festive season — and be ready to make adjustments to the plan in real time.”&nbsp;<h2>Offer a staff refresher</h2>Training is key to always delivering outstanding customer service, and particularly in the busy Christmas trade times. Bell suggests holding November refresher training sessions on topics such as loyalty programs, refund and exchange policies, click and collect, delivery and gift receipts.“It’s important to know how to effectively serve more than one customer at a time during busy periods, and make sure staff product knowledge is up to date with best sellers, new lines and Kris Kringle suggestions.“Running sales games and challenges along with staff incentives is a good way to keep the team motivated and promote a sense of fun, while staying focused on maximising store sales during the Christmas period.”<h2>Update Google Business&nbsp;</h2>Google Business profiles play an important part in creating digital footprints particularly for small, independent retailers. In addition, they provide a channel to share photos, campaigns, customer reviews and most importantly essential information such as store address, phone number and changing trading hours.“This is critical with varied trading hours in the lead-up to and over the Christmas / New Year trading period,” says Bell. “Google Business should be viewed by retailers as an additional channel with which to market their business, that is free, and an important tool to utilise and capitalise on."

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Stand out this holiday season and attract more in-store customers

Discover how to stand out this holiday season and attract more in-store customers by increasing footfall. Experts provide their tips

Increase footfall and drive more in-store sales this festive season 

8 ways to increase footfall - and drive more in-store sales – this festive season

Increase footfall and drive more instore sales

<h3>Afterpay is proud to announce that we have partnered with the <a href="https://www.theahc.org.au/" rel="noopener noreferrer" target="_blank">Australian Hairdressing Council</a>. We’re excited to enable AHC members to provide a better way for their customers to pay, for both salon services and products.</h3>To get you started, we wanted to share four brilliant ways that salons can use Afterpay to supercharge sales.<h1>1. Set up your visual assets in salon</h1>It’s one thing to sign up with Afterpay. But to really see the benefits, it’s important to let your customers know you have it. One of the best ways to do this is to put up your Afterpay visual merchandising assets.&nbsp;

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Once you’re all on-board the Afterpay team will distribute all of your in-salon assets. To order additional visual merchandising assets, discover VM best practices or learn more check out our <a href="https://www.afterpay.com/en-AU/business/resources/training" rel="noopener noreferrer" target="_blank">in-store hub</a>.<h1>2. Drive conversions on social media</h1>For many salons, social media acts as a virtual shopfront. A recent report by digital agency <a href="https://www.glossy.co/fashion/how-gen-z-is-using-instagram-to-shop/" rel="noopener noreferrer" target="_blank">Composed</a> found that 60 per cent of Gen Z shoppers use Instagram to discover new brands and products. That’s why social media profile pages are a powerful way to let customers (and prospective customers) know you have Afterpay. Featuring Afterpay in your Instagram Bio or sharing the news across your social stories or through a post, lets customers know you offer Afterpay in-salon. Don’t forget to use any relevant hashtags too! #PayBetter #AfterpayIt<h1>3. Complete your Afterpay in-store training</h1>Afterpay has a dedicated training site for salons and in-store merchants. This includes training modules, educational webinars and merchant checklists to get you set up for success. <a href="https://www.afterpay.com/en-AU/business/resources/training" rel="noopener noreferrer" target="_blank">Get started here.</a> You also have access to the Afterpay Maximise Sales training where you can learn how to leverage Afterpay in salon when it comes to upsells and adding on products.<h1>4. Promote! Promote! Promote!</h1>Creating regular content is an important strategy for salons to reach customers. But, adding promotional content alongside this, can be even more powerful.Email campaigns: Don’t forget to announce to customers that Afterpay is now available in-salon in your next monthly newsletter or as its own solo email. This is particularly important ahead of Christmas when customers are looking to purchase high-value gifts such as hairdryers and straighteners.Consumer competitions: As part of your Afterpay in-salon launch, why not host a competition to reach prospective customers and engage existing ones? This can encourage customers to book an appointment or purchase specific products in-salon. You can also look to partner with influencers or other businesses to expand your competition’s reach.Download all of your salon digital assets, logos and banners <a href="https://developers.afterpay.com/afterpay-online/docs/brand-assets" rel="noopener noreferrer" target="_blank">here</a>.

<h1>Not yet an AHC member?</h1>The Australian Hairdressing Council is the trusted industry body to support you and your salon business in good times and challenging times. Whether you're in hairdressing or barbering, with one salon, many salons or you're a solo operator, you'll enjoy countless benefits from the support and information the AHC provides, such as:<ul><li>Specialised employment lawyers to help you with HR and staffing queries.</li><li>Access to the latest resources from the ATO, government bodies and the Fair Work Ombudsman.</li><li>A library with over 400 resources essential for running a business at your fingertips.</li><li>A highly interactive and engaged private FB group of salon owners and industry experts to ask questions, share information and be supported.</li></ul>If you’re a hairdressing salon or barber and you’re not currently a member of the AHC, they’ve put together an exclusive offer for Afterpay merchants:

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Become an AHC Salon Select member for 1 year and SAVE 10% PLUS get two bonus membership months for FREE! Pay just $930.49 (normally $1,205.05) using the code: AFTPAY2M.AHC membership is 100% tax deductible.﻿

Join the AHC.

Discover four brilliant ways that salons can use Afterpay to supercharge sales.

4 ways to drive more sales in-salon with Afterpay

Simple, proven strategies to stand out this festive season.

Welcome to retail’s most critical period.The final few weeks of the year are crucial for any retailer. But after a year of on-again, off-again lockdowns and store closures, many merchants are hoping for an extra special festive season.&nbsp;That’s why Afterpay’s Retail Studio Team has produced a special webinar (below) dedicated to helping retailers win the peak trade period. We’ve also compiled this article, recapping the key points and insights, in case you’d like to delve into the topics in more detail.We wish you a happy – and successful – sales season!

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<h1>A very special – and different - sales season</h1>This year is shaping up to be a festive season like no other.For many Australians, the combination of emerging from lockdown and celebrating the holiday season makes for a uniquely joyful moment. In fact, Afterpay’s recently released <a href="https://business.afterpay.com/rs/539-RJA-633/images/Afterpay%20Festive%20Forecast.pdf" rel="noopener noreferrer" target="_blank">Festive Forecast report</a>, which surveyed 1770 people, found that most are feeling excited about the festive season.That’s positive news for retailers, says Jacqui Allin, Afterpay’s Retail Experience Lead. In fact, the Australian Retailers Association (ARA) expected that Australians will spend nearly 59 billion in the lead-up to Christmas - This is well above pre-pandemic numbers. <h1>Why in-store matters</h1>Although online shopping soared during the pandemic, the in-store experience should not be overlooked, says Allin. “Research suggests that the more channels a consumer uses, the more brand loyalty they have. In fact, our omnichannel customers spend 56 per cent more than online-only customers.”In addition, <a href="https://business.afterpay.com/rs/539-RJA-633/images/Afterpay%20Festive%20Forecast.pdf" rel="noopener noreferrer" target="_blank">Afterpay’s Festive Forecast</a> found that 81 per cent of Australians plan to do some of their shopping in-store this festive season.

<h1>PART 1: Understanding your customers’ behaviour</h1>This year, Afterpay’s Insights Team, led by Dr Flavio Souza, identified four distinct customer personas, and determined their shopping motivations and triggers. This data was all driven from <a href="https://business.afterpay.com/rs/539-RJA-633/images/Afterpay%20Festive%20Forecast.pdf" rel="noopener noreferrer" target="_blank">Afterpay’s Festive Forecast</a> report.

Dr Souza notes that while Local Lucy, In-store Isaac and Zoomer Zoe tend to be motivated by “love and care”, and plan to buy presents for their parents, Discount Dave is more interested in buying products for himself.To succeed this sales season, it’s important to consider who your customers are, what motivates them and what their spending triggers are likely to be, says Dr Souza.Are they Discount Daves, who are spurred on by sales events and VIP shopping nights? Or are they more likely to be Local Lucys who are more likely to be wooed by personalised touches like gift-wrapping?

<h1>PART 2: Stand out in store</h1>Shops may be open again, but the retail landscape has changed forever. E-commerce sales are up, buy-now-pay-later services are growing and consumer expectations have changed.&nbsp;In short, says Caroline Stensved, Afterpay’s Retail Experience Lead (ANZ), expectations are “higher than ever”.&nbsp;After months of lockdown, customers are looking for a personalised experience and even a sense of entertainment – which presents a unique opportunity. “This is an amazing time for retailers to capture customers’ attention, create unforgettable experiences and build those authentic customer relationships that simply can’t be replicated online,” says Stensved.﻿Stand out with an omnichannel approachOne way to drive customers in-store is to take an omnichannel approach and leverage your digital and social audiences and data.Dive into your dataUnlock your most valuable insights by analysing your online data. Review which digital strategies worked over the past year, who your shoppers are, what they bought and, crucially, whether your store layout and design is set up to cater to this audience. Tools like Google Analytics and HubSpot can help you understand your customers and make data-driven decisions.Try a breadcrumb strategy“This is about creating a path to purchase that guides your customers in store,” says Stensved. Taking its name from the well-known fairytale, the so-called breadcrumb strategy is essentially an omnichannel approach. It might involve using your social and digital channels to let customers know you’re on sale, offering ‘advent-style’ daily deals and holding exclusive in-store events, followed by a limited-time sale offer to add urgency and entice customers in-store.

“The key to this strategy is ensuring that your messaging across online and in-store marketing is consistent and tells a story that is aligned with your brand and the messaging you’re trying to get across to your customers,”

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Make the most of Afterpay“All of us here at Afterpay want to help retailers succeed in every aspect of their business. After all, our mission is to empower an economy in which everyone wins,” says Stensved. “We want you to get the most out of our partnership and know that you can turn to us in the Retail Studio Team for ongoing support.”To leverage Afterpay, Stensved recommends using the always-on assets available here to remind customers that you have Afterpay.&nbsp;“These have been designed as your silent sellers.”Afterpay's Business Content Hub, is also filled with tips, advice and success stories – offering everything from holiday sales examples, stories about how to convert sale shoppers into long-term customers and interviews with merchants who share their tips. Stand out by having fun with your store designCustomers’ sales journeys begin before customers even enter your store. “So what’s capturing their attention, and making them want to walk into your store?” asks Stensved.Consider your store design and window displays. For example, Swarovski’s latest store design helps convey its exclusive positioning, and the pink and green spaces are a creative way to capture shoppers’ attention.

<h1>PART 3: How to identify and make the most of key shopping moments</h1>“Once your customers are in-store, the focus is on identifying key sales moments”, says Caitlin Bennett, Afterpay’s Retail Experience Lead (ANZ).&nbsp;This is where investing in staff comes in. “They are your secret weapon in-store,” says Bennett. “They are the ones who create those special human connections and unforgettable customer experiences. They are the ones who can understand customer wants and needs and have the ability to boost customer purchasing power and to close the sale with confidence.”To succeed, your staff need to have access to the right tools and phrases. For example:When customers first walk inThis is your first opportunity to engage your customer and capture their imagination or strike up a rapport. “Instead of simply asking, ‘Hi, how are you?’ every single time, try to get the conversation going in a more natural way,” says Caitlin Bennett, Afterpay’s Retail Experience Lead. This might mean complimenting a customer on their shoes or enquiring after their baby’s age.Another approach is to bounce conversation off another sales colleague. For example “My colleague and I are so excited that we’re going to get out again, what about you?”When customers are browsingIf a customer is clearly looking for something specific, ensure you give them a sense of space, while also offering your assistance.For example: “Please feel free to let me know if you’re looking for anything in particular. I know the stock really well and we have more in the back room, so feel free to give me a shout when you’re ready.”When customers are deliberatingLet’s say a customer is struggling to decide between two dresses; one is from the sales rack and the other is a newer piece, and she is leaning towards the less expensive dress because of budget concerns. This is an opportunity to use Afterpay as a sales tool to drive up the average transaction value, says Bennett.For example: “Just letting you know we do offer Afterpay in-store if that’s helpful. That would mean you’d pay the first quarter today and the rest over four weeks.”

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For more insights, head to <a href="https://www.afterpay.com/en-AU/business/access" rel="noopener noreferrer" target="_blank">Afterpay’s Content Hub</a> or access Peak Trade resources <a href="https://www.afterpay.com/en-AU/business/resources/training" rel="noopener noreferrer" target="_blank">here</a>. If you have any questions, don’t hesitate to reach out to Afterpay’s Retail Studio team at <a href="mailto:instoretraining@afterpay.com.au" rel="noopener noreferrer">instoretraining@afterpay.com.au</a>.&nbsp;

Afterpay’s Retail Studio Team has produced a special webinar dedicated to helping retailers win the peak trade period. We’ve compiled this article, recapping the key points and insights, so you can delve into the topics in more detail.

Simple, proven strategies to stand out this festive season.

How to drive more sales in-store this festive season

Want to know what’s next for omnichannel retail? Here are the expert predictions.

Omnichannel may not be new, but post-COVID-19, it’s coming into its own.Omnichannel retail refers to the connection between bricks-and-mortar and digital shopping, with technology the conduit between the two.These days, consumers expect a seamless shopping experience – from the time they search for your brand online, to the moment they visit a store, opt to order online and then receive their goods (and go back and forth between all these stages).To meet consumer expectations, it’s vital that retailers learn to navigate the omnichannel retail environment.

<h2>Here are five omnichannel trends retailers should be aware of in 2021.</h2>

<h2>1. The booming market of social commerce</h2>Social media has become a crucial marketing tool to many businesses, but in 2021 experts predict that social commerce – or selling products directly from social media – will take off.In fact,&nbsp;<a href="https://www.researchandmarkets.com/reports/5140143/social-commerce-global-market-trajectory-and?utm_source=CI&amp;utm_medium=PressRelease&amp;utm_code=jgbxsq&amp;utm_campaign=1434944+-+Assessment+of+the+Social+Commerce+Industry+2020-2027+and+Impact+of+COVID-19+-+Mobiles+Segment+Readjusted+to+a+Revised+39.2%25+CAGR+for+the+Next+7-Year+Period&amp;utm_exec=joca220prd" rel="noopener noreferrer" target="_blank">research suggests</a>&nbsp;that, globally,&nbsp;<a href="https://www.afterpay.com/en-AU/business/articles/social-media-tips/social-commerce-guide" rel="noopener noreferrer" target="_blank">social commerce</a><a href="https://access.afterpay.com/articles/social-commerce-guide" rel="noopener noreferrer" target="_blank">&nbsp;</a>will be worth US$604.5 billion by 2027.So, what is it? Social commerce involves selling products directly from social media, where e-tailers embed links into posts so consumers can easily click through to buy coveted items.On sites like Instagram, shoppable posts are indicated with a shopping bag icon in the top right-hand corner of the post.It’s likely that social commerce will grow even faster in the wake of Apple’s iOS 14.5 update, says Michael Betts of AKQA Media. That’s because Facebook has announced that it will be focused on driving more sales within its own apps in response to Apple’s update, which restricts access to third-party app data.

<h2>2. The rise of shoppable video</h2>Shoppable video is video that is embedded in social media posts that allows consumers to buy the products featured without having to leave the video.Discount e-tailer Catch is a great example. It regularly posts shoppable videos on social sites such as Instagram, easily allowing consumers to click through and buy everything from sneakers to swimsuits.

“Video is good for long-term brand building but not as good for generating sales.”

Betts says it’s important to understand shoppable video is good for brand recognition, even though people may not immediately buy. “People tend to be passive, not active, when they consume videos – they want to be entertained. This is why video is good for long-term brand building but not as good for generating sales.”

<h2>3. Moving beyond 'cost per acquisition' when measuring marketing campaigns</h2>Last-touch attribution is a model where marketers credit the last ad that buyers view before purchasing a product as the reason for the sale.But this is a very basic measurement tool. In fact, shoppers typically progress through multiple touchpoints when they make a purchase; for example, a consumer might discover a product on a niche fashion website, and then go online to research it using Google, before eventually buying it.In this example, Google receives the ‘credit’ for the sale, when in fact the discovery channel was the fashion website. So, measuring campaigns by last-touch attribution and cost per acquisition doesn’t necessarily deliver marketers the full scope of an advertising campaign.An alternative approach is to use deterministic or predictive data to target a group of people who are more likely to buy a product or service. For instance, a person who books a flight from Sydney to Melbourne may also be looking for hotel accommodation or car hire. Hotel chains and car hire companies could access and activate this data in order to target travellers.

<h2>4. Click and collect comes of age</h2>There’s little doubt that COVID-19 has caused a surge in demand for click-and-collect services – and the trend is poised to continue long after the threat of coronavirus has subsided.

“Everyone’s different and shoppers want the delivery option that suits their individual purchase”

“It’s important to offer a range of different delivery options to secure the highest-possible conversion rates at the checkout,” says David McLean, the founder and CEO or parcel collection point&nbsp;<a href="https://products.hubbed.com/" rel="noopener noreferrer" target="_blank">HUBBED</a>. “Everyone’s different and shoppers want the delivery option that suits their individual purchase,” he adds. “Especially when it comes to valuable items, sending purchases directly to a click-and-collect point, rather than simply leaving the package outside a home. This gives buyers peace of mind that their package won’t be stolen.”

<h2>5. A seamless shopping cart experience</h2>A huge number of shoppers walk away from an online purchase once they reach the shopping cart, with<a href="https://www.barilliance.com/cart-abandonment-rate-statistics/" rel="noopener noreferrer" target="_blank">&nbsp;one study</a>&nbsp;suggesting up to three-quarters of shoppers abandon their cart before completing a sale. This means that a frictionless shopping cart experience is paramount for converting people who are just browsing into buyers.“The shopping cart should be a seamless experience,” says McLean. “You shouldn’t have to jump out of your shopping cart, go somewhere else or follow another link. It should all be integrated directly into the shopping-and-buying experience.”For instance, shoppers now expect to be offered a huge variety of payment options – including buy-now-pay-later services like Afterpay – and for the checkout to be simple, fast and include live chat.These are just some of the trends driving e-commerce right now. No matter if you’re a small or large e-tailer, what’s important is to understand how consumers are buying – and how their shopping patterns are changing – as well as emerging trends to help you build the right omnichannel strategy for you.

Want to know what’s next for omnichannel retail? 

Want to know what’s next for omnichannel retail Here are the expert predictions

Five omnichannel trends to look out for in 2021 | Afterpay Access

Five omnichannel trends to look out for in 2021

Here’s how brands deliver a smart, integrated omnichannel sales approach

Here’s how brands deliver a smart, integrated omnichannel sales approachThe term ‘omnichannel’ has become part of modern retail parlance over the past decade, but since COVID-19 it’s become especially critical for retailers to offer diversified capabilities.But what does great omnichannel retail really look like?We speak to two retailers nailing a seamless omnichannel strategy and bolstering sales – and look at some of Australia’s leading omnichannel brands.

<h2>Mike Smith of household products brand&nbsp;<a href="https://www.zeroco.com.au/" rel="noopener noreferrer" target="_blank">Zero Co</a>&nbsp;takes a non-traditional, omnichannel approach</h2>

“You can’t just be on one channel”

This new start-up is barely out of the blocks, but Zero Co has rolled out an impressive omnichannel strategy that will see it hit seven-figure revenue this year.&nbsp;Launched by serial entrepreneur Mike Smith in May 2020, Zero Co sells environmentally friendly cleaning and personal products, from laundry liquid to body wash.The idea came to Smith while he was trekking through remote wilderness areas and saw firsthand the extent of the world’s single-use plastic problem. He launched the brand by raising $742,000 via Kickstarter, and today Zero Co products have been purchased by 32,000 Australian households.Smith has taken an omnichannel approach from the start. He uses Facebook and Instagram to create a loyal brand following and to drive sign-ups, and an on-site chatbot to answer customer questions.He has also taken non-traditional approaches to reaching prospective customers by partnering with charities and major brands, such as ANZ bank and Virgin Australia, to have his products placed in branches and airline lounges, respectively. Smith also organises elaborate, high-profile clean-up events, which have not only removed tonnes of plastic and rubbish from the environment, but garnered money-can’t-buy mainstream media coverage.Smith plans to expand his reach even further. He is in conversations with major supermarket chains about stocking his products and plans to roll out retail concept stores in key locations in CBD areas.“The world of traditional retail has definitely been interrupted and disrupted by a growing number of non-traditional channels. You can’t just be on one channel. You need to be where your customer is.”

<h2><a href="https://bluethumb.com.au/?msclkid=6861e0a1d18d1766f473807f51f7d7ad&amp;utm_source=bing&amp;utm_medium=cpc&amp;utm_campaign=LF_%5BBrand%5D%20Bluethumb&amp;utm_term=bluethumb&amp;utm_content=Phrase" rel="noopener noreferrer" target="_blank">Bluethumb</a>&nbsp;sells artworks online and in physical spaces. Here’s how</h2>

“We’re essentially a software company in the art space”

Online art gallery Bluethumb understands the importance of meeting its customers where they are.Co-founder George Hartley launched the business with an online-only strategy in 2012, before building out its payment options, including Afterpay (which produced a five per cent lift in sales) and then launching social media channels.&nbsp;It wasn’t until 2019 that the business opened its first bricks-and-mortar art gallery in Melbourne, and since then Bluethumb has added SMS, print advertising and even QR codes to its growing list of customer touchpoints.The QR codes work like this: when an artist’s work hangs in a public space, the price and details of the artwork can be accessed by scanning the QR with a smartphone. This entrepreneurial approach (some artworks have even hung in independent Melbourne supermarkets) has lifted sales significantly.Hartley says that optimising the site’s mobile experience and checkout - with Apple, GooglePay and Afterpay - has been vital, because organic search and social media are key discovery channels. Email and SMS are the brand’s highest converting channels.The most important thing to remember is, wherever you meet your customers, you need to create a clear brand aesthetic and voice so you’re instantly recognisable – right from the top of funnel messaging in your online ads right down to your customer service team on the phone, says Hartley.“We’re essentially a software company in the art space, so we use a lot of software and tech – much of which is built in-house by our team of developers – to achieve our omnichannel strategy.”

<h2>Other successful omnichannel retailers include:</h2>Country RoadAustralian retailer Country Road offers a range of omnichannel capabilities, from a successful <a href="https://www.afterpay.com/en-AU/business/access/marketing/customer-loyalty-program" rel="noopener noreferrer" target="_blank">loyalty programme</a>, which can be used in-store and online, to click-and-collect services and the ability for customers to return items bought online, in-store.MeccaBeauty emporium Mecca is dedicated to excellent customer service, regardless of whether that’s delivered online or in real life. Mecca offers a range of experiential touchpoints, from Meccaland – a party for 15,000 beauty lovers held every year – to its online events and seminars.The brand experience is consistent across its platforms and stores, and its <a href="https://www.afterpay.com/en-AU/business/access/marketing/customer-loyalty-program" rel="noopener noreferrer" target="_blank">loyalty programme</a>, Beauty Loop, also operates across online and in its 100+ bricks-and-mortar stores around Australia.&nbsp;Cotton OnIn the past few years, Cotton On has doubled down on personalisation, including the launch of a <a href="https://www.afterpay.com/en-AU/business/access/marketing/customer-loyalty-program" rel="noopener noreferrer" target="_blank">loyalty programme</a>, Cotton On Perks, as well as mobile apps, which help drive customers in-store.The global clothing retailer also offers a range of omnichannel capabilities such as endless aisle (the ability to sell items not available in-store) and a store-stock-checker functionality.

Here’s how brands deliver a smart, integrated omnichannel sales approach

Meet the retailers offering a seamless omnichannel service | Afterpay Access

Meet the retailers offering a seamless omnichannel service

Forget focusing solely on bricks-and-mortar retail or e-commerce. An omnichannel approach is the future of shopping.

This story is part of our special series on improving customer service. You can also head straight to:<a href="https://www.afterpay.com/en-AU/business/articles/social-media-tips/consumer-journey" rel="noopener noreferrer" target="_blank">How to map the consumer journey</a><a href="https://www.afterpay.com/en-AU/business/articles/omnichannel-retail/omnichannel-retail-examples" rel="noopener noreferrer" target="_blank">Meet the retailers offering seamless omnichannel service</a><a href="https://www.afterpay.com/en-AU/business/articles/omnichannel-retail/omnichannel-trends-2021" rel="noopener noreferrer" target="_blank">5 omnichannel trends to know in 2021</a>

Savvy business owners know that success isn’t about just bricks-and-mortar retail. Or e-commerce. Or even both. True success comes from being able to manage, communicate, showcase and sell across multiple channels simultaneously.The pandemic has fuelled consumers’ vast appetite for online shopping and, as a result, understanding omnichannel has never been more important.

<h2>So, what is omnichannel retail?</h2>Omnichannel retail puts the customer – not your product – at the heart of your approach.“It’s a retail approach where every touchpoint – physical stores, online, social media – talks to each other in real time, with a live view of inventory,” explains Brian Walker of&nbsp;<a href="https://www.retaildoctor.com.au/" rel="noopener noreferrer" target="_blank">Retail Doctor Group</a>.And research suggests that an omnichannel strategy drives more sales, with a<a href="https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works" rel="noopener noreferrer" target="_blank">&nbsp;Harvard Business Review&nbsp;study</a>&nbsp;revealing that the more channels a consumer uses, the more loyal to the brand they are, and the more likely they are to spend. In the US,&nbsp;<a href="https://www.afterpay.com/en-US/for-retailers/stores" rel="noopener noreferrer" target="_blank">Afterpay has found</a>&nbsp;that omnichannel customers spend 72 per cent more than online customers.&nbsp;

<h2>What is the difference between omnichannel and multichannel retail?</h2>It’s easy to confuse multichannel and omnichannel retail; after all, they’re both about using multiple touchpoints to sell products.&nbsp;However, omnichannel is a more sophisticated evolution of multichannel retail because all the touchpoints are synced up and ‘talk to one another’, explains Walker. “Multichannel retail is a more siloed approach.”

<h2>An example of an omnichannel retail experience</h2>Sarah* sees a pair of shoes she loves on Instagram and goes online to research them. After comparing prices on Google.com, and then searching for availability on the brand’s own website, Sarah heads to the nearest store with her size in stock to try them on.By then, it’s likely that – thanks to customer relationship management (CRM) software – the brand is aware that Sarah has been looking at this particular style of shoes. If she is already a loyalty programme member, the brand will have added this information to her customer profile. (If she doesn’t buy the shoes, the brand will automatically send her an email reminding her about them.)When Sarah arrives in-store, she decides to buy the shoes and the purchase is added to her loyalty programme customer file. A couple of weeks later she receives an email from the brand, which has used artificial intelligence to determine other items she might like, to promote further products. Sarah may also be served ads for these items via Instagram.

<h2>What does omnichannel retail look like?</h2>As well as consistent pricing and branding across all channels, great omnichannel retail includes capabilities such as:<ul><li>Offering <a href="https://www.afterpay.com/en-AU/business/access/shipping-strategies/click-and-collect-guide" rel="noopener noreferrer" target="_blank">click-and-collect</a> or curbside pick-up.</li><li>Allowing customers to search for in-store products online or on mobile, including stock availability.</li><li>A shared cart across channels for logged-in shoppers (such as mobile to desktop).</li><li>A loyalty programme that operates across channels.</li><li>Cross-channel product returns; for example, buying online but returning in-store.</li><li>Endless aisle capability (which means that bricks-and-mortar retailers don’t carry as much stock, but items can be ordered online).</li></ul>

<h2>Why has omnichannel become so important?&nbsp;</h2>The founder and CEO of&nbsp;<a href="https://www.retailexpress.com.au/" rel="noopener noreferrer" target="_blank">Retail Express,</a>&nbsp;Aaron Blackman, says that although the concept of omnichannel retail has been around for a while – with retailers long aspiring to provide a seamless online and in-store experience – the pandemic has accelerated the trend.“In the space of less than a year, COVID-19 has rapidly created a demand on retailers to deliver online-centric shopping experiences and introduce fulfilment processes that are no longer ‘nice to have’ – but are central to meeting customer expectations for safety and convenience,” he says.Click-and-collect services, virtual appointments and other initiatives that retailers rolled out in response to social distancing have been eagerly embraced by consumers. And retailers can expect more developments in the omnichannel space.

“Organisations that can be agile and pivot quickly will lead the future growth of our industry."

“If 2020 has taught us anything,” says CEO of&nbsp;<a href="https://www.theiconic.com.au/" rel="noopener noreferrer" target="_blank">The Iconic&nbsp;</a>Erica Berchtold, “it’s that those organisations that can be agile and pivot quickly will lead the future growth and direction of our industry.”

<h2>Omnichannel retail means ‘always open’</h2>Anesley Clarke, the CEO of&nbsp;<a href="https://b2cfurniture.com.au/" rel="noopener noreferrer" target="_blank">B2C Furniture</a>, which makes environmentally conscious homewares, says there is a common misconception that as online sales increase, in-store sales decrease. But this is far from the truth, he says.

“Everyone shops differently and, to capitalise on that, you need to cater to it.”

It’s foolish to believe there is a single road to success,” explains Clarke. “Everyone shops differently and, to capitalise on that, you need to cater to it.”&nbsp;The key is being ‘always on’ for shoppers. “Consumers want more than just a tap-and-go transaction,” he adds. “They want to feel engaged and awakened by the connection to your brand. They want a meaningful experience that ignites a rewarding feeling by association with you."

<h2>Consistency is key</h2>Ultimately, omnichannel means delivering a consistent brand and customer experience, regardless of where the customer wishes to engage with your business, explains Shaun Johnson, co-founder of chatbot business Maisie AI.Too often, he says, retailers don’t really engage with customers. They market to them, which is a one-way conversation.&nbsp;In reality, customers typically interact with retail brands across multiple channels. They ask a question on Instagram, purchase something on your website, and then pick up in-store, he explains.“Retailers who aren’t offering a true omnichannel experience will suffer from lower conversion rates and a sub-optimal customer experience, which can lead to reduced loyalty and <a href="https://www.afterpay.com/en-AU/business/access/customer-retention/customer-retention-strategies" rel="noopener noreferrer" target="_blank">retention</a>, and lower net promoter scores,” warns Johnson. “The fact is that consumers are now much more likely to order online and pick-up in-store.&nbsp;“When people visit a website, they’re pretty much left alone to work it all out themselves,” he continues. “They often have questions before they buy but, in many cases, no-one is there to help them. That’s a bad customer experience that leads to poor conversion and high return rates.” And that’s where chatbots like Maisie can come in, he adds.

<h2>How to get started with omnichannel retail</h2>