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During COVID-19, we saw massive porting to online purchases. Studies stated that in 2021 there was a 53% (over 300 million) increase in active e-commerce purchasers in Africa alone. The percentage is projected to rise by over 25% (518 million) by 2025. These projections have created a new challenge for retailers and e-commerce businesses in Nigeria. Therefore, the necessity is laid upon founders to develop an approach on how to blend both offline and online retail channels for their customers. Before COVID-19, leading retail businesses built chains of retail stores across cities of the country where buyers visit showrooms to buy goods. However, post-covid-19 has presented many challenges as many are already addicted to online purchases caused by the lockdown. Many buyers have switched to online purchases and perceive glitches from brands can be costly. In this article, I offer five strategies on how retailers can integrate both offline and online retail channels successfully.
Simplify Strategic Vision
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For example, brands driven by the need for speed and efficiency in distribution readily adopt the available tools and talents that can help integrate a successful omnichannel. Hence, having a strategic vision behind your channel integration adoption might inform you if you need to operate both offline and online channels.
Align Consumers’ Preferences With Service Outputs of Each Channel
Institute The Right Talents To Manage Channel Integrations
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This will require instilling in existing talents or employing those with the necessary technological know-how, such as analytical, insight creation, cost management, emotional intelligence and trust-building skills. Studies have shown that transitioning in a post-pandemic world can be challenging. Hence, employing and retaining the requisite human resources to initiate a seamless process is advisable.
Final WordsCreating an omnichannel retail business requires visions and strategies to drive, develop and execute change. It also requires understanding buyers’ preferences and aligning them with their preferred channels. Lastly, retail-designed and operated businesses must either retain or employ the right talents to help transition to omnichannel businesses. Featured Image Source: Sage
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