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Why omni-channel selling is the way forward

In this article, academic researcher Patsy Perry explains why omni-channel selling is important for building a sustainable fashion business.
luxury womenswear from brand Multemyr
© Mysource Ltd

Omni-channel retailing means selling your product through more than one distribution channel (via a combination of bricks-and-mortar stores, pop-up shops, your own website, other online retailers, mobile apps and others), but focusing on the implementation of a seamless approach to the entire customer experience across the various channels, from browsing to buying to delivery.

Selling via multiple distribution channels is crucial for building market access, both in order to access a wider target market of potential customers and to provide current customers with a choice of ways in which to shop with your business.

Academic and industry research suggests that multichannel shoppers are a more profitable segment than single channel shoppers, as they are more loyal, spend more and are less price sensitive.

In recent years, the growth of online retailing has enabled smaller brands to establish direct-to-consumer online sales channels at a fraction of what it would cost to build a physical store. The benefits of selling online include the potential for increased sales, increased brand exposure and freedom from the geographic restrictions of bricks-and-mortar.

Understanding the consumer journey across all the touch points leading up to purchase is key to providing an omni-channel experience. It is good to start thinking from the beginning of your business journey how your customers will engage with your brand through the various channels and make sure that your brand story and sustainability message is cohesive across these channels.

This is an excerpt from the article Building Market Access: Why Selling Omni-Channel is Crucial
© Mysource Ltd
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How to Build a Sustainable Fashion Business

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