Fialen and the eRetail of the respective shop must interact with each other in order to survive on the market.
A recent study by ECC Cologne proves that this statement is correct. According to the study:
- every second customer obtains detailed information online before buying in-store.
- more than three quarters of customers decided to buy the product online while still in the shop - they simply wanted to reconsider their purchase decision or save themselves the hassle of carrying it.
Online shop Customers regard online and brick-and-mortar shops as the same thing, which is why it's not surprising when customers can't understand why they can't return a product they bought online to a shop or why a discount on a product only applies online.
Integrate eRetail
An e-retail platform should therefore always provide a standardised and consistent image of the retailer. Status from the merchandise managementThe prerequisite for this is real-time processing of current sales from the shops and online transactions of individual customers. Companies can use this data to conduct analyses, create customer segments and launch targeted sales promotion campaigns. Merchandise management therefore provides the basis for up-to-date information on available products and the purchasing decisions made by customers.
Together with the checkout systems integrated into the eRetail platform, the necessary connection is created from the online shop to the store checkouts and social media. However, this also places new demands on sales staff, who now need to be trained in completely different topics than before. In addition to IT expertise and legal issues, process knowledge will be important in the future.
But the new technologies can also relieve sales staff of their responsibility to serve customers at all times. In the future, a customer's smartphone could be enough to order a pair of trousers or shoes in a different size via the shop's Wi-Fi - simply by scanning the product's barcode and accessing the product page.
Here go to the first part of the series on cross-channel services
Here it goes to the second part of the series.
Shopware 6 for SAP Business One
E-invoicing - The flexible EN 16931 standard
Return rates - on the trail of returns
Web shop integration with SAP Business One Integration Hub
eRetail / Part 3: Branch and online businesses need each other
