In the omnichannel world, display advertising, search engines, social media, referral websites, e-mail and mobile marketing can be considered independent channels, as each can promote one-way or two-way communication. Retailers need to find ways to integrate their online and offline channels to avoid segregated campaigns.Proceed with the expectation that shoppers will swap across channels and devices, and keep promotions, messaging and language consistent across all channels and customer touch points.

To adapt on the omnichannel concept, customer behaviours needs to be understood by the retailers. Specifically, elements that might drive the customer to make purchase decision; and customer’s paths to purchase, which relate to their lifestyle, time committed to the purchase and the distance to the retail store. Using an omnichannel marketing approach, retailers can provide precisely targeted incentives through digital and mobile promotions.

Omnichannel solutions also allow brands and companies to tighten supplier controls and optimise their product inventory across numerous sales channels, ensuring that the optimum stock levels are situated in each location and the channels are kept up to date with stock information.

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