Brands stuck in just selling on a singular channel watch potential customers abandon their shopping journeys at a series of friction points. Meanwhile, fashion brands with integrated omnichannel strategies achieve more as these drive an 80% higher store visits.
This guide will help you construct an omnichannel fashion ecommerce strategy that works for your unique brand. It's designed to boost sales while strengthening your customers' loyalty.
Multichannel means having numerous ways for customers to shop. It may include a website, stores, and a mobile app. These channels typically operate independently. Your online inventory might show different availability than your stores.
Omnichannel connects these channels so they work together. Customer data, inventory and experiences are shared across touchpoints. A customer's shopping cart follows them from mobile to desktop to store.
Unified Commerce goes one step further. It means a single platform is used to manage all channels from the backend. Although this provides the best experience, it requires the most investment in technology.
Realistically, successful fashion ecommerce brands start with omnichannel and move on to unified commerce.
Online fashion retail faces unique challenges that integrating omnichannel plans can be both more complex but still more valuable than other industries.
Visual product nature: Fashion items are highly visual and tactile. Shoppers want to see how clothes fit and feel the fabric quality. Conveying these qualities on digital platforms alone is difficult. As a result, customers would want to have access to online and offline avenues.
Seasonality: Fashion moves quickly as seasons and trends change. This creates complex inventory management needs across multiple channels.
Fluidity -- Shoppers want the ability to shop in one place and compete in another without friction. If they add things to their cart on Instagram shopping, those should appear on their app.
Consistency -- All platforms should show the same pricing info and promotions.
Personalization -- Customers should browse your website or visit your store with recommendations that fit their style.
Building a successful omnichannel fashion ecommerce strategy requires these foundational pillars that work together:
A consistent brand experience guarantees that every interaction mirrors the brand identity. This includes cohesive visual design, messaging and tone of voice.
Moreover, pricing consistency across platforms is a must. Promotions should generally apply across all platforms unless explicitly stated.
This also accounts for product information. If your site shows a jacket in medium is available, store associates should see the same in their system.
When a customer buys the last size small t-shirt online, that should immediately update across your website, marketplaces, social commerce and in-store systems.
Smart inventory management systems can automatically move stock to where demand is highest. When a particular style is trending in Los Angeles, the system can make sure LA stores have enough inventory while reducing stock in markets with low demand.
It is easier to understand demand patterns across channels when inventory data is centralized.
Buy Online, Pick Up In-Store (BOPIS) helps drive more foot traffic to physical locations. It also gives a chance to increase average order value (AOV). Shoppers who pick up their orders often buy more while they are there.
Nordstrom has a program called "Reserve online, try in-store." This lets customers pick items online to try on in the store using their purchase history and preferences as a guide.
It is common for fashion brands to partner with courier services in order to ensure cost-effective delivery on the same day.
Make sure you are active on all the relevant social media platforms. For content, work with influencers who align with your brand values.
Flash sale notifications alert customers to limited-time offers or exclusive access to new collections. For customers near your physical stores, send notifications about in-store exclusive offers or events.
Create automated campaigns that respond to customer actions.
For example:
- Start with an abandoned cart email.
- Follow up with a retargeting ad on social media.
- Send an SMS promotional offer.
- Provide an in-store pickup incentive to close the deal.
Virtual showrooms use tablets or digital displays. They let customers explore your entire collection. They can place orders for out-of-stock sizes or styles, choosing home delivery or in-store pickup.
Equip your store with a system to access purchase history and inventory across all locations.
Determine all the places where customers interact with your business. Once identified, map out the usual paths customers take. Focus on the transitions in between, and make sure to maintain context to avoid confusion or frustration.
Combine all data to build comprehensive customer profiles. Additionally, use geographic data to display relevant inventory levels and region-specific promotions. With this, customers receive unique and location-relevant information.
Customer service representatives should know in-store processes. Store associates must also help with online orders. All staff should know how to use CRMs, inventory management tools, and mobile POSs.
Implementing best practices faster is easier with expert guidance. Start today and partner with growth marketing specialists who understand omnichannel fashion ecommerce.
With Cart.com's Growth Marketing Team, fashion brands like yours can create a smooth omnichannel experience. Learn how we can help you with omnichannel selling to increase your business's reach.