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    The biggest sources of opportunity are collaboration and partnership. And today, with digital communication, there is more of that everywhere.     –   Mike Parker, CEO at Nike.

    The retail industry is constantly on the cusp of change. Major retailers understand that due to technological disruptions, the marketplace is overcrowded, saturated and competitive. Customers are increasingly demanding and shopping is shifting from brick-and-mortar stores on High Streets to brick-and-click models. Omnichannel retailing is the need of the hour. E-commerce retailers who are unable to respond and adapt to this are lagging behind.

    Building retail supply chains and using omnichannel retail strategies allow e-tailers to attain more, drive sales and traffic besides integrating digital touchpoints.

    An omnichannel retail strategy enhances the customer experience, besides providing additional channels for customer purchase. This includes mobile, web or in-store experiences. Multiple purchasing channels are leading to increased traffic and sales. Research estimates that omnichannel customers spend between 15 and 30 percent more than single or even multi-channel clients.

    Google, along with Ipsos MediaCT, and Sterling Brands also found 75% of clients were more likely to come to a store if they saw local retail ads on the web.  Leveraging various channels enables retailers following an omnichannel approach to increase revenue from online retail and drive significant traffic to physical stores.

    Omnichannel retailers also let customers not only start but complete purchases, too, across various channels. A customer can examine the item in an online website through product descriptions, reserve the item and pick it up from the nearest brick-and-mortar stores. This serves to shape the customer journey and translates into better retail experiences, as retailers build relationships with client bases and engage deeply on an immediate plane through various purchasing channels.

    Constant information creates a better retail journey for customers because retailers can build a relationship with their customer base and are able to engage with them on a personal, immediate level through a variety of purchasing channels.

    Put simply, the omnichannel approach means to be present on all channels. So, as can be seen, there are many advantages of opting for omnichannel strategies:

    Developing Brand Loyalty: Customer Retention

    Existing customers stay loyal to your brand. The focus is always on connecting with your brand for advocacy, repeat purchases, and even referrals. The convenience conferred by an omnichannel approach makes it possible to develop a loyal clientele for your retail brand.

    Customer Acquisition: Attract New Customers

    A Harvard study found that omnichannel customers are more likely to engage with retailer channels, specifically digital touchpoints. This includes downloading coupons, using shopping apps and engaging with in-store digital touchpoints such as self serve kiosks and price checkers.

    This study covering 460 thousand shoppers also found that omnichannel customers were more valuable compared to single channel counterparts.

    To thrive in a competitive retail industry, omnichannel approaches are essential, looking beyond online or in-store shopping. A strong physical store presence is not enough. To acquire new customers, stores have to leverage multiple online channels, devices, and digital touchpoints.

    For boosting customer acquisition, digital touchpoints are entering and disrupting the retail sector. This includes smart shelf technologies, self serve tablets and interactive kiosks. A study by Forrester found digital touchpoints impact 49% of total US retail sales. A Nielsen consumer survey found stores with digital signs near checkout lines have witnessed a rise in sales by as much as 33 percent. Successful omnichannel retail supplements retailer selling strategies with the latest tools, technologies, and innovations, thereby driving sales by offering the right products, services, and marketing messages at the right place and time.

    The retail industry is extremely competitive and innovative omnichannel retail strategies are an effective way to respond to digital forces and customer behavioral patterns. Excellent retail businesses offer integrated retail channels, marking the difference between multiple and omnichannel retail management.

    No Geographical Barriers

    Omnichannel retail management manages sales in multiple channels, integrating channels so customers and sales reps experience a full spectrum of sales capabilities and purchase processes. Customers are able to locate products across vast geographical distances and finish the delivery order by locating the store closest to them.

    Integrated Analytics and Communication

    Multiple communication channels connect different streams of information a business must comprehend to meet customer’s needs.  Cross channel capabilities also make it easier to integrate data.

    Meet Customers at the Point They Are

    Customer-centered viewpoints offer retail businesses a chance to manage client relationships across web, app and retail location. Retail management systems, user monitoring through customer rewards, memberships, and business systems as well as interactions with customers across platforms matters.

    This eliminates information loss, raises the quality of customer service and offers customers many rewards.

    Management of channels for every customer means one thing – individual transactions are no longer lost in the mix. Transactions have the potential to manage business systems.

    Omnichannel strategies enable integrated ERP, inventory management, merchandising and sales, and customer service. Each aspect or component of the retail business works in tandem with others. The highest quality of service and product to customers results.

    Through connectivity, retailers standardize digital retail experiences and link online as well as an offline presence through the plug and play functionalities by connecting various systems and apps including websites, ERPs and mobile apps; this lets retailers bring omnichannel, integrated marketing experiences to the client.

    Several e-commerce brands are using business models of brick-and-mortar stores that integrate online channels. This includes world famous furniture company IKEA and retail outlets like Walmart. Retailers need to rethink business models to incorporate omnichannel retail.

    Revenue growth potential is limited by offline stores. But retailers inking partnerships using digital kiosks and booths are effectively entering into strategic alliances that they can cash in on.

    Conclusion

    Online retail models are gradually moving past traditional brick-and-mortar stores to incorporate an omnichannel approach. This can grow your business in strategic directions. At the heart of an effective e-commerce company is a retail model that integrates various channels and platforms. An omnichannel approach is a competitive differentiator your business needs, in order to thrive.

     PR source from: http://www.marketpressrelease.com/How-Brick–Mortar-Retailers-can-adapt-to-fast-growing-eCommerce-business-with-Omni-channel-Approach-1559800851.html

     

    PROCESS AUTOMATION

    The idea of having Ecommerce Consultants on-board from the beginning itself points towards reducing the involvement of the promoters in daily operations. Ecommerce Businesses willing to be a brand reaping profits & sustaining the competition must ensure that most of their processes should be automated. The more the manual intervention, the more would be the errors.

    In Ecommerce business, you get only 1 chance to impress the customer & if you mess up there, you lose the customer for long.

    Process automation in respect to all the activities pertaining to customers from order receiving to order fulfilment is a must for a seamless experience for the customers.

    Task Management is another grey area where most deadlines fail as 90% of the tasks are assigned manually & are forgotten, unheard, misunderstood or mistaken.

    YRC Team of Ecommerce Management Consultants helps to make maximum of the processes system-driven to ensure minimalistic manual intervention.

    VIDEOGRAPHY & PHOTOGRAPHY

    No matter how good your product is, the customer would know only if it looks good.

    Photography includes the following steps:

    • Cataloguing your products
    • Cataloguing your images
    • Backup your images (A few cloud storage solutions include Dropbox, Google Drive, Bitcasa, Apple’s Cloud Storage etc.)
    • Choose the right camera & lens (You may also outsource the photography to a third party agency)

    DIGITAL MARKETING

    Digital Marketing includes SEO & SMM. SEO i.e. Search Engine Optimization includes activities like back-linking, meta tags, blog-writing etc. to ensure your website ranks on the 1st page on Google Search.

    Next comes SMM i.e. “Social Media Marketing” which as the name suggests including promoting your products on all the social media sites, email marketing, influencer marketing & several other BTL activities.

    These activities are going to be recurring & would decide the traffic on the website, the conversions, whether the right target market is tapped, the likes, the views, the orders, the reviews & much more. YRCs Ecommerce Consultants create a budget for digital marketing right from pre-launch to launch & for each month thereafter.

    Building digital marketing strategies in coordination with the agency, selecting them to signing them off would be the role of YRC.

    This ensures seamless coordination, detailed interactions & desired execution as it is always advisable to work with a single agency than multiple of them.

    IT INTEGRATION

    Selection of the right software for smooth functioning of back-end operations right from production to webstore display would be suggested and integrated by YRC Team.

    YRC’s Team defines SOPs of Product Movement, maps it with the locations & people. They then create a blueprint of all the features required in the software & help in shortlisting & selection.

    IT Integration involves connecting your offline inventories with real-time online webstore so when a sale occurs, inventories get deducted real time across offline as well as online platforms.

    This helps in accurate inventory management, maintaining the MOQs, re-order levels & achieving the optimum inventory levels.

    Some popular software include unicommerce, viniculum for your front-end website management & Genisys for your entire back-end Purchase, Production, Accounting, Invoicing etc. management.

    WAREHOUSE & LOGISTICS PLANNING

    • How many cities or countries you wish to sell in?
    • Where should your Warehouse be located?
    • Should you have one warehouse in each country or city?
    • Should you be having your own delivery team in your base city?
    • Would the 3rd party vendors be reliable? What happens when they lose or misplace your product during delivery?
    • How should I manage the logistics if my goods are coming from different countries?
    • How should the goods be stored and barcoded?
    • How much space do I require for warehouse?
    • I am sure several such questions must be haunting you while you think of starting your own fashion ecommerce brand.

     

    At YRC, our warehousing and logistics experts can help you devise a strategy for all of the above mentioned queries and much more.

    We design the layout of the Warehouse considering the inward, goods processing, software entry, barcoding, outward, goods return, scrap storage, goods stacking & much more.

    Logistics route plan is devised considering the manufacturer to your warehouse and from there to last mile delivery locations.

    UI & UX DESIGNING

    This Step involves 03 distinct parts:

    Part 1: Choosing the right Platform:

    From several platforms available in the market right from Shopify to magento, woocommerce, prestoshop, wordpress etc. you must choose the one that fits best for your business

    Part 2: UX Designing:

    “UX” denotes User Experience, which if put in simple language is building the functional requirements of the website.

    UX Designing includes designing the features required in the website, customer journey map, website features, the browsing features, navigation features, ecommerce order management process flow, checkout cart features, catalogue management, ecommerce payment system, cross selling features & much more.

    “As per statistics, 68% of the customers abandon the carts before payment”

    An interesting UX ensures the customer sticks on to the website for a longer time.

    Part 3: UI Designing:

    UI stands for User Interface, which means designing the look and feel of the website. UI includes using the right colours, elements and the entire aesthetics of the website.

    A good User Interface ensures the user completes the task that he has come for. It navigates the user through the journey of the brand in the simplest but most effective way.

    The UX designer maps out the bare bones of the user journey; the UI designer then fills it in with visual and interactive elements.

    If User experience is the bare bone, user interface wraps it up with an attractive cape.

    At YRC, our team if experts can help you develop the entire User Journey to ensure it is engaging!

    SAMPLING & PRODUCTION

    This step follows the “Designing” Phase, whether you have an in-house design team, freelance designers or an outsourced design company. It is one of the most exciting phases, as here you see your designs turning into products & your ideas turning into reality.

    In most start-up cases, production is outsourced i.e. brands tie-up with the established manufacturers/ job-workers to get their products manufactured.

    Sampling involves multiple 04 Stages, Fit-Sample, Prototype Sample, Pre-Production Sample & the Production Sample.

    Prototype Sample is the first sample provided to the buyer. It can be in any fabric/ colour. This sample is just to understand whether the product design looks equally great in reality.

    Fit Sample, as the name suggests is prepared to check the fit of the garment i.e. the various sizes, length, width etc.

    Pre-production is made by the actual production line. Here the stitching quality and other aspects related to manufacturing are checked. This is the last stage where rejection can be accepted.

    Production Sample is made before the production which is the replica of what is going to be finally produced.

    Once you are through with all this, you are good to go ahead & get your goods manufactured.

    PRODUCT DESIGNING / SOURCING

    Product Designing or Sourcing is the heart of the Ecommerce Fashion Brand.

    Product Designing / Sourcing can be done in several ways, as follows:

    • In-house Design Team
    • Freelance Designers
    • Outsourced Design Team
    • Ready Product Sourcing (From Manufacturer or Wholesaler)

    At YRC, we evaluate your business strategy & business model to arrive at the decision, which of the above ways would be best-fit for your business. In certain cases, product sourcing may be a combination of the above.

    These are the people who are going to build your brand! Whether they are the designers or merchandiser, your brand look is going to be in their hands.

    If you are designing each garment from the scratch, the sourcing would play crucial role in developing design identity of your brand.

    Sourcing includes fabric, trims, lining & all the raw material required to build the garment.

    BRANDING

    Branding is the “Look of the Brand”, right from logo to tagline, the colours used, the brand story, the brand communications on social media, the packaging & all the other aspects which speak directly or indirectly to the customers. Branding constitutes the look & feel of the brand & hence must be thoughtfully planned to match with the product that we are selling.

    Branding must appeal to our target audience. Example : A golden colour logo depicting finesse, art, richness, premium, however beautiful it may be individually cannot go with a brand selling affordable kids wear products. So, your logo must be in-line with your brand positioning, whether you are an expensive brand or a luxury brand or a value for money brand, it must be depicted from your “Branding”.

    It is an integral part to attract the target audience.

    ORGANOGRAMS & SOP’s

    Organogram is the “HR Blueprint” of the business which is created at the onset, to map out the team required across each function at various stages of the business. At the launch, only key people need to be got on board to ensure the project gets started & at this stage, all of them need to multi-task. Similarly, certain financial as well as operational goals are set for addition of the further team. Example, for the operations team, we hire 1 operations manager during the pre-launch phase & we add 1 more only when the business kicks-off & we reach a volume of selling more than 1000 pcs/ month or a turnover of more than 0.1 million USD.

    SOPs are Standard Operating Procedures, a bible to run the entire organization right from Sales, Purchase, HR, Order receiving to Order fulfilment, Inventory Management, Accounts, Warehouse, Logistics, Supply Chain, Production & all the other relevant functions for the business. Business must be organized from its first day of operations; only then the tasks can be delegated.

    At YRC, we design the organization structure, the processes, and approximate time taken to execute each process, job profile of every member within the organization, their KRAs, KPIs & the Reporting Structure.

    CRITICAL PATHWAY

    Critical Pathway Analysis (CPA), is a project management technique which cannot be overlooked while launching an ecommerce fashion brand. Brand launch process is cumbersome with multiple inter-dependent & time-bound tasks involved, which need to be tracked to ensure the project remains on track.

    CPA outlines key tasks across the project, their turnaround time (TAT) & the dependencies of tasks upon each other. It identifies the sequence of tasks, their interdependent steps from inception to completion, their criticalities, and their dates of onset, target dates of completion along with the key responsible person for the respective activities. Critical Pathway helps in understanding the unimportant & not urgent tasks which may jeopardize the execution of the project because of an unexpected snag! It also maps out the potential bottlenecks which might be posed because of the dependencies of tasks upon each other & cases where the next task cannot be commenced before the completion of the previous one.

    CPA detects the minimum & the maximum time involvement of a particular individual or team to execute the task, thereby arriving at the overall deadlines associated with the project.

    At Your Retail Coach, we design the Critical Pathway & review it periodically to ensure the project is on track & the progress is measurable.

    BUSINESS STRATEGY & BUSINESS PLAN

    Business Strategy includes the vision, mission, goals, business model, business plan & strategy for all the functions within the organization.

    Business Strategy is a well-defined plan that outlines who, what, where, why, how & when for the company; for example, who would be the target market, how to attract the target audience, when to launch new products, where to operate from, how to handle competitors, what would be the USP, what would be long term goal of the organization & several other answers to the 5Ws of Strategy.

    Business Strategy aligns the organization towards a common goal. Business SWOT helps company to identify & overcome their weaknesses & focus to sharpen the strengths. Business strategy forecasts future risks and helps business in building skillsets to overcome the potential threats.

    YRC’s Business Plan focuses on creating a “Blueprint” of the business, thereby deriving the feasibility of the concept & gauge whether the opportunity is lucrative to invest time, energy & effort. Business Plan creates cash flow understanding i.e. building inflow & outflow cash projections from Week zero to week 60 i.e. 05 year projection. Business Plan calculates the capital investment, operating costs, one-time costs, recurring costs & all the other numbers relevant to obtain the breakeven sales, return on investment, return on capital, internal rate of return & several other ratios. Business Plan is also one of the important requirements if you are targeting the “Investor Route”. Fund raising becomes extremely transparent & channelized. With business plan panned out clearly, the business will know until what point must it be stretched & where to stop, which reduces the probability of unplanned investments.

    MARKET RESEARCH

    Starting the concept of Ecommerce Fashion brand with Market Research ensures we get detailed understanding of the industry & this research report also acts as a social confirmation for your concept. Market Research helps in understanding the target locations, their population, potential online buyers for your product, competitors for each category, and top selling products of the competitors, competitors’ price range, offers & their responses & much more. Market Research helps in thorough understanding of your brand position as compared to our competitors. It helps in identifying gaps in the market, in your category along with the scope of the said product in the desired market. This will help in validation of your concept & prevents you from making the same mistakes as your fellow brands, eventually saving your time, energy & efforts. This phase is also a make or a break phase, as the market research study may at-times come up with some eye-popping numbers & statistics which might compel you to re-think on your product or category that you are planning to sell or alter your entire concept itself!! Market Research Reports analyse the competitors’ webstore for their traffic, conversion & sales. This is extremely valuable information to derive our inventory budgets & projections, which takes us to our next phase.