How Top Consumer Electronics Brands are Leveraging Omnichannel Retailing
The electronics industry is one of the best industries to execute omnichannel commerce. It is known for its cost-conscious customers, and companies now focus on increasing customer experience and optimizing their store network.
We will discuss some notable electronics brands that have successfully leveraged omnichannel retailing to drive sales & business growth. While the strategies used by these electronic brands vary, there are a few critical omnichannel strategies that seem to be universal.
By understanding these tactics and how they can be applied in your own business, you too can join the ranks of successful electronics brands and enjoy similar success.
Samsung has been using an omnichannel strategy exclusively to craft their marketing campaigns around their flagship products, like the Samsung Galaxy series, and improve in-store conversions. Here is how Samsung does it!
Live store optimization: There are three zones in a Samsung experience store: the welcome zone, the product zone, and the experience zone.
Samsung aimed to improve the immersive and interactive customer experience at their product experience zone and wanted more customers to enjoy & buy Samsung products. This zone was one of the greatest bottlenecks in the sales funnel, and improving here would have a positive business impact.
The results were mind-blowing, after the Samsung team placed a large navigational floor sticker at the entry gangway to the store, conversion rates in experience zones zoomed by 1.7 basis points, and there was a 20% uplift in in-store traffic.
Achieving a customer-centric experience: Samsung has a vast array of product offerings, making it increasingly difficult for their retail partners to carry the entire product line. Another critical issue was that Samsung customers were experiencing a very broken customer journey.
The Samsung website mentioned countless products, but customers didn't get the same information when they visited the Samsung store. The brand integrated endless aisle kiosks at Samsung stores and third party retail stores that allowed them to display a full line of products to their customers.
The solution ensures a consistent online and in-store experience - ensuring the same availability of information online and in-store. These are some other important benefits:
a) Fulfills every customer's orders: The solution makes sure all customers' orders are fulfilled even if they are unavailable in-store.
b) Offers one single transaction point: Customers can purchase any virtual or physical product on one invoice.
Lenovo is the first consumer brand in the industry to launch India's first omnichannel platform, Lenovo OnDemand, which delivers the exclusive phygital experience of Lenovo.com and its +400 stores across 200 cities.
Lenovo customers want to enjoy the touch and feel of traditional retail and also love shopping online from the comfort of their homes. Research says that 80% of customers prefer to browse online but make the final purchase at a physical store.
That is where the phygital experience comes in – Lenovo OnDemand offers a virtual shopping experience that is fast, real-time and time-saving. Some exciting omnichannel shopping experiences offered by Lenovo are:
Browse online and pickup in-store: The laptop brand allows consumers to browse products online and pick them up in-store.
Hyperlocal experience: The Lenovo PC omnichannel platform offers a hyperlocal experience to its customers. They can check the inventory of the nearest Lenovo store and contact the store via an intuitive web solution.
The digital store is open 24/7, and customers can get the product they want delivered to their doorstep within 24 hours or schedule a pickup at their convenience.
Made to order laptops: Lenovo understands that every user has specific requirements for purchasing their laptops. The laptop brand introduced this service to meet the growing demand for personalized laptops, allowing consumers to buy laptops the way they want, according to their desired hardware and software configuration.
Also read: How to Grow an Online Jewelry Business Using Omnichannel Retailing
Apple is an excellent example of an omnichannel brand known in the smartphone industry for the consistent look and feel of its flagship iMac, iPad, and iPhone products across online and offline channels.
You must have noticed one common thing whenever you browse Apple products at Apple stores, print media, Apple websites, and ecommerce marketplaces. Apple products offer a stunning visual experience to their customers, wherever they go and check them out.
The premium smartphone brand offers a larger-than-life HD quality image of its products to the target customer through newspaper ads, billboards, online ads, the brand website, and other channels. They don’t have to tell you straight about the specifications of the products, unlike other brands.
The lifelike quality of images offers a clear view of the product's features, like its beautiful camera, OLED display, video functionality, ProMotion displays, etc. It helps the brand a lot, as customers can quickly research their products online and recognize Apple products on every offline and online channel.
World-class personalized service: Customers can choose to connect with Apple by booking a one-on-one session with an Apple specialist online or at any Apple Store location. A free online session with an Apple specialist can help you become a pro at photo editing, using an Apple watch to know your heart rate, and using the Mac and iCloud.
Contactless delivery and BOPIS (Buy Online Pickup In-Store): Apple customers can visit apple.com/shop for convenient, contactless delivery or buy online and pick up in-store.
Orders without signatures are left at the customer’s door, and those that do will need only a verbal confirmation from a safe distance instead of a written signature. Customers can also avail themselves of a wide range of no-contact or limited-contact payment options using a credit card, debit card, UPI, RuPay, or Net Banking on delivery.
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Some of the most successful consumer electronics brands are leveraging innovative omnichannel retailing to attract customers, differentiate shopping experiences across channels, and drive sales. Omnichannel retail allows retail customers to touch, feel, try, experience, and shop electronic products through numerous channels, including in-store, online, and through mobile devices.
It also lets customers experience the true joys of shopping with a retail brand by offering exceptional services like buy-online-pickup In-store, an endless aisle solution, a hyperlocal shopping experience, contactless delivery and more.
Fynd has been recognized as one of the 10 most innovative companies of 2023 in the Asia Pacific region for its commitment to fast track retail business growth by connecting brick-and-mortar retailers with online customers.
We have assisted with the growth of some of the biggest retail brands in the industry. If you are interested in learning more about the nuances of growing your consumer electronics brand using an omnichannel retailing strategy, book a demo with Fynd today.