The omni-channel has been a buzzword in retail for several years. Once online shopping began to get big, the idea of integrating all of the different sales channels made sense. The omni-channel theory is: go where the customers are. But, these days the customer isn’t just “online,” “mobile” and “in-store” anymore. They are on your company’s website (from their computers and/or mobile devices), company smartphone application, social media networks and more.
This makes the idea of the omni-channel even more complicated for large retail brands. The addition of social media channels Pinterest, Facebook and Twitter are having a greater impact on customers than expected, so social media integration is vital.
How important? Check out these facts:
- The top four social media sites to drive online retail sales are Pinterest, Facebook, Twitter and LinkedIn.
- According to a recent report from Shopify, buyers who are referred to an online retailer from Pinterest are 10 percent more likely to buy.
- The average order referred from Pinterest is $140 to $180, which is more than double from those referred from Facebook, YouTube or Twitter.
- Online retail orders referred from Facebook average between $60-$80.
- 26.4 percent of online retail traffic comes from Facebook.
This presents an even larger challenge for retailers who are still struggling to grasp the complicated and pricy process of implementing the omni-channel. The key is to find out where your target customers are online and focus on those specific sites. We think the omni-channel evolution is interesting and look forward to seeing how it progresses.
What are your thoughts on social media’s impact on the omni-channel?