A recent study showed intense public demand for more omnichannel retailing, and thousands of retailers are turning to omnichannel to overcome growing pains amid e-commerce or slumping sales. In fact, 79 percent of study participants used omnichannel shopping venues, reports the Harvard Business Review. Meanwhile, the recent announcement of Toys “R” Us filing for bankruptcy is the latest rendition of a company looking to combat the effects of Amazon and major retailers venturing in the omnichannel space, asserts George Schultze of Forbes.
The toy giant has no plans of shutting down, but it needs a reboot, a chance to revisit past issues and overcome omnichannel obstacles. In fact, Toys “R” Us, as well as your company, could learn how to tackle the challenges of omnichannel retailing by learning from these omnichannel-expert companies.

1. Apple in the News, A Prime Example of Omnichannel Retailing Done Right

Apple has announced the forthcoming creation of the Apple iPhone 10, but part of Apple’s success derives from its continued focus on creating and maintaining omnichannel retailing strategies. In fact, Apple customers can schedule appointments from the app, be notified via app when a representative is ready to help, receive automated notifications when a Genius Bar is nearby and receive order information instantly upon arrival to a store. Brick-and-mortar stores allow consumers to interact with the technology surrounding them, unifying customer experiences around technology.

2. Crate & Barrel Pushes the Boundaries of Omnichannel

Crate & Barrel is another company working to perfect omnichannel retailing strategies. The company introduced by online and pick up in-store, and by online and ship to store, like many other retailers. But, Crate & Barrel offers the services without shipping fees, and when consumers arrive in the store, representatives are notified, and additional coupons are given to consumers. Consumers can also use stores. As a showroom, reports Jason Trout of MultiChannel Merchant, customer service representatives can customize orders to customers’ needs. Also, the Crate & Barrel app saves e-commerce shopping information, including registry information, across multiple devices and browsers.

3. Starbucks Is Bringing More to the Table Than Pumpkin Spice Lattes This Year!

The arrival of the Pumpkin Spice Latte for 2017 is yet another example of major retailers utilizing omnichannel shopping to gain insight into customers’ needs. The original introduction of the Pumpkin Spice Latte relied heavily on the use of the Starbucks app for feedback, and this is part of the reason Starbucks pumpkin spice lattes now have actual pumpkin, not just artificial flavoring, in them, reports Julie R. Thomson of the Huffington Post.

Customers can use their mobile apps to place orders, pay ahead, keep track of nearby Starbucks stores, use and reload Starbucks cards and track rewards points. Meanwhile, consumer spending habits and purchases are tracked to ensure the coffee giant has the most in-demand beverages and products available, reducing inventory costs along the way.

4. Sephora Is Just Cool in Omnichannel

It is easy to get distracted in omnichannel retailing, and Sephora has implemented an effective omnichannel supply chain to eliminate unnecessary distractions as well. The omnichannel experience combines reward programs with the company’s branded “Beauty Bag,” says Herbert Lui of Shopify Plus. Consumers can reorder past purchases, access their personal history, add items to the shopping lists and byproducts in the app. In addition, in-store purchases and interactions update customers’ profiles, tailoring the shopping experience to each user.

5. Walmart Takes Steps to Reassert Its Power in Omnichannel

Any conversation about omnichannel retailing is incomplete without looking at Walmart. The traditional brick-and-mortar store has ventured into the realm of omnichannel retailing with some of the greatest innovations to come out of e-commerce. Walmart recently created grocery pickup, taking advantage of e-commerce and omnichannel retailing in perishables and items not traditionally found in other e-commerce food stores, like Amazon Pantry, and the company now offers discounts on online order pickup, explains Edwin Lopez of SupplyChainDive. In addition, Walmart has created online order pickup vending machines, further reducing costs, and consumers can shop across Walmart’s growing family of business partners from Walmart.com, asserts Alex Samuely of RetailDive, including acquisitions, like Jet.com, Overstock, and Wayfair.

Learn From the Omnichannel Retailing Expert Companies Today

Each of these companies has something in common; they create a shopping experience based on individual customers interactions with online and brick-and-mortar point-of-sale systems and personnel. If a consumer likes a product, they may want to come back for it, and automated “liked” product tracking encourages conversion from window-shopping to an actual purchase. If your company wants to survive and thrive in modern retail, consider what these retailers have done, and leverage the power of the internet and technology to provide a seamless shopping experience for your customers.