Click and Brick: The Seamless Shopping Experience
It’s not news that the line between online and offline shopping has blurred in recent years. How smaller retailers can hack the strategies that Big Box stores have mastered is what's next.
While retail giants are throwing millions at their "omni-channel experiences" (fancy speak for "buy stuff anywhere"), smaller businesses can adopt similar strategies without massive budgets. Here's what the up-and-comers can learn from the brands that are crushing it:
Nike's Connected Inventory System is like a GPS for sneakers - it can track down that elusive size 10 faster than you can say "Just Do It."
When local stores come up empty-handed, associates use their devices, to locate and ship them straight to you in a few quick swipes. This connected system has brought about a 30% jump in customer happiness (presumably measured in swooshes). Small retailers can copy this move with basic inventory tracking - even if it means updating spreadsheets to start. Twitter: @nike
Ulta Beauty's Cross Channel Personalization Strategy is "Pretty Smart" since they saw a 40% boost in repeat purchases after launching this loyalty program. By connecting online window shopping with in-store splurges, they're like that friend who always remembers your favorite lipstick shade. Small businesses can try this strategy on using simple CRM systems like Pipedrive or Monday CRM to track customer preferences and purchase history. Twitter: @ultabeauty
Best Buy and Home Depot turned their stores into mini-fulfillment centers, slashing delivery times by 60% - because waiting for your new TV is so 2020. Home Depot jumped on the bandwagon in 2021. Both chains now treat each of their locations like a digital Swiss Army knife - processing online orders and offering curbside pickup. Small retailers can scoop up this kind of business with basic e-commerce integrations that require minimal infrastructure; adding significant customer value. Twitter: @bestbuy, @homedepot
The Bottom Line? Focus on connecting your existing channels before adding new ones. Even basic steps like consistent pricing (yes, that means your website can't charge more than your store) and simple inventory tracking can create serious demand and customer loyalty.
If your small business has taken steps toward omni-channel integration, testify in the comments! If not, which would you prefer to see your business take in 2025?