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The technologies you must put in place to embrace omni-channel retail

Joshua Husk Profile picture for user Joshua Husk June 21, 2023
How can aspiring retailers find the right omni-channel balance? The key lives in the data strategy, argues Joshua Husk of Software AG.

Omni channel technology of online retail business © Blue Planet Studio -
(© Blue Planet Studio -

The retail industry is undergoing a remarkable transformation, presenting a host of new challenges and opportunities for many businesses, including those new to retail. Two significant themes that have gained prominence are the concept that 'everyone is a retailer now' and the growing emphasis on seamless omni-channel experiences. But getting there is another matter – even those who seemed to flourish during the pandemic, when new channels were a priority, are now struggling with omni-channel balance. So how should aspiring retailers approach this?

The short answer on how to thrive in this dynamic landscape? They need data-driven strategies and a willingness to embrace connected technologies. Understanding how these themes merge together will help to forge a path towards a connected retail revolution.

The growing challenge

More than ever, midmarket manufacturers and distributors are showing increasing interest in incorporating retail functionality into their sales model. This industry-wide trend presents those businesses with a unique opportunity to diversify their revenue streams. However, this isn’t without challenges for the manufacturers – the tight margins in retail make it crucial to substantiate these proposed retail ventures with strong data-backed insights. However, they are looking at these opportunities not only for the revenue, but also because they can shorten the end-to-end supply chain by going direct to customer, theoretically reducing risk of disruption.

Clearly traditional retailers face a risk here. They may find supply harder to come by – and therefore increasingly expensive. At the very least they will find themselves having to further elevate their own standards of customer service and fulfilment, alongside their ability to make the supply chain more efficient to offset any increase in costs.

So where do the solutions from a technology perspective lie? One of them lies in pushing further into the omni-channel challenge, focusing on integration across these channels and delivering a more connected service.

Opportunities to be more connected

Many of the world’s leading retailers, including our own customer Tractor Supply, have embarked on their own paths to connect experiences for customers across store, mobile, and click-to-collect channels. By breaking down internal silos and implementing organizational changes, they have seamlessly fused their e-commerce and brick-and-mortar operations. This commitment to creating exceptional omni-channel experiences has enabled them to unlock tremendous growth and enhance customer satisfaction.

Connected technologies play a pivotal role in these successes. By harnessing in-store technologies like smart shelves, RFID tags, and POS systems, retailers can gain valuable insights into their operations. Real-time data streaming provides actionable information on customer behavior, equipment maintenance, and footfall analysis. Integration with enterprise systems, facilitated by integration solutions, enables retailers to derive meaningful insights from this wealth of data.

So, the technology picture, as everyone will already know, is not one of a single point solution to solve every challenge. The solution lies in thinking about data, the value it has and where it comes from; then creating a strategy that allows all of that data and the applications it lives in to be easily integrated.

First steps to success

The journey to success in connected retail involves several critical steps and challenges. One vital aspect is the integration of in-store technologies with enterprise systems, enabling seamless data flow and integration. This integration empowers marketing teams to measure and adapt campaigns in real-time, while sales representatives can leverage inventory information and customer history to deliver personalized experiences. The key lies in effectively transforming data into actionable intelligence, driving operational efficiency, and fostering customer satisfaction.

In order to do this, a sophisticated hybrid cloud architecture is needed. Unless every data gathering device is going to connect directly to the cloud – possible but fraught with challenges – local hardware will need to be integrated into a data flow that allows all relevant information to be gathered, processed, shared, analyzed, and visualized in a timely fashion.

The organizations that have managed to take steps in this direction report optimized inventory management, streamlined operations, and enhanced customer experiences. By embracing IoT and leveraging the power of seamless data integration, retailers have enhanced their decision-making processes and achieved substantial revenue growth.

Building an omni-channel retail strategy

To embrace omnichannel and connected experiences successfully, retailers should prioritize three key areas – leveraging data-driven insights, integrating connected technologies, and fostering a customer-centric approach.

  1. Data-driven insights – real-time data from shop floors, points-of-sale, warehouses and even steps in the supply chain can give valuable insights into customer behaviour that help optimize inventory management, overall experience and even personalize marketing campaigns. Integrating and analyzing this data leads to more informed strategic decisions that boost operational efficiency and revenue growth.
  2. Integration of connected technologies – tools and platforms that enable the integration of in-store technologies with enterprise systems allows for real-time data flow and ensures a holistic view of operations, customer interactions, and inventory management. Breaking down these silos creates a unified customer experience across online and offline touchpoints.
  3. Customer-centric approach – ultimately, the success of omni-channel experiences lies in prioritizing the customer. Understanding customer preferences, anticipating their needs, and providing consistent experiences across channels are the obvious success factors in this journey. Therefore, integrating the data on their experience and making it available to all of teams that can improve the process is going to be crucial.

As the world’s smartest retailers work to create seamless omni-channel experience for their customers, it’s clear that the key lies in technologies that break down the silos between their physical and digital business.

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