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Channel-Agnostic Shopping: The Future of Fashion Retail
Channel Agnostic Shopping

In today’s dynamic world, consumers don’t just shop – they experience brands. They connect with stories, build memories, and forge relationships. This is especially true in the fashion industry, where personal style is a form of self-expression.

The rise of eCommerce offered unparalleled convenience and accessibility, but the mobile revolution took things a step further. With over 650 million smartphone users in India alone, mobile commerce (mCommerce) puts retail power quite literally in the palm of your hand.

However, the challenge for fashion brands lies in creating a truly omnichannel experience. This goes beyond simply having a website and a physical store. It’s about seamlessly integrating all your touchpoints – online, mobile, and in-store – into a cohesive whole.

Breaking Down the Silos: Obstacles to Omnichannel Success

One of the biggest hurdles to achieving omnichannel success is the existence of data silos. Traditionally, online and offline operations have functioned with separate databases. This fragmented landscape makes it difficult to:

  • Gain a holistic view of customer behavior and purchase history.

  • Ensure real-time visibility into inventory levels across all channels.

The Pillars of Omnichannel Fashion Retail

To bridge this gap and create a unified experience, fashion brands must focus on three core pillars:

  • Unified Inventory Management: A single, centralized database for stock across all channels (stores, online, distribution centers) allows for real-time visibility and eliminates the risk of overselling or stockouts.
  • Unified Customer Profile: A 360-degree view of the customer allows for personalized marketing campaigns, seamless access to purchase history across channels, and a consistent shopping experience, regardless of the touchpoint.
  • Unified Product Information Management: Consistent product descriptions, sizing charts, and visuals across all platforms create a clear and reliable understanding of what’s on offer, fostering trust and informed purchasing decisions.

The Power of Reverse Supply Chain and Hyperlocal Delivery

The omnichannel experience extends beyond the point of purchase. A robust reverse supply chain allows for easy returns and exchanges, regardless of where the purchase originated. This, coupled with hyperlocal delivery options (rapid delivery within a localized area), can significantly reduce return rates. Studies suggest a decrease from 35% to 10% – a win-win for both customer convenience and brand profitability.

Endless Aisle: Recovering Lost Sales and Boosting Satisfaction

With all channels operating from a single database, endless aisle solutions come into play. A salesperson in a physical store can use a tablet to show customers items unavailable in their location, but available online or in another store. This allows for immediate purchase with home delivery or in-store pickup, maximizing sales and minimizing lost sales opportunities.

The Role of Enterprise POS Systems

Modern Point of Sale (POS) systems are crucial for omnichannel retailing. These systems go beyond processing transactions. They offer functionalities like pick, pack, and ship, essential for fulfilling online orders seamlessly. Additionally, their integration with CRM, inventory management, and other critical systems allows for:

  • Real-time inventory tracking

  • Seamless returns

  • Personalized customer interactions at the point of sale

This enhances the overall shopping experience and strengthens the brand-customer connection.

Leading Indian fashion brand, Iconic, a household name with 30 expansive multi-brand stores (averaging 25,000 sq. ft.) and 35 EBOs (Exclusive Brand Outlets) for prestigious labels like Tommy Hilfiger, Levis, Puma, Gant, and True Religion, embraced omnichannel retail in 2020. By implementing Logic ERP’s omnichannel solutions, Iconic achieved a unified inventory system, offering customers real-time stock visibility across all channels. Additionally, a centralized customer profile allows for personalized marketing campaigns and loyalty programs, ensuring a seamless shopping experience regardless of whether a customer shops online or in-store.

Benefits of Iconic’s Omnichannel Approach with Logic ERP:

  • Real-time inventory visibility: Cashier can check online to see if their desired item is in stock at their nearest store or any Iconic location, so that sales lost can be covered
  • Improved fulfillment options: Customers can order online for in-store pickup, home delivery, or even buy online and return in-store (if applicable).
  • Personalized marketing: Iconic can leverage customer purchase history and browsing behavior to send targeted promotions and recommendations across all channels (email, SMS, social media).
  • Membership Promotion: Iconic’s membership program increased their advocate buyers from 3% to 10%, highlighting the power of fostering a loyal customer base
  • Loyalty program integration: Customers can earn and redeem loyalty points regardless of where they shop (online or in-store), fostering brand loyalty.
  • Consistent brand experience: Whether shopping online or in-store, customers will encounter the same branding, messaging, and product information, creating a unified brand experience.
  • Reduced Returns: By leveraging real-time stock visibility and potentially implementing features like size recommendations, Iconic has demonstrably reduced return rates – a significant challenge in the fashion industry. In their case, they report a decrease in returns from 40% to 20%, showcasing the tangible impact of omnichannel strategies.

Ready to revolutionize your fashion brand’s customer experience? Contact Logic ERP today for a free consultation. Discover how our omnichannel solutions can unlock a seamless shopping journey, driving loyalty and skyrocketing sales.

The Takeaway: A Unified Fashion Experience

By embracing a channel-agnostic approach and overcoming data silos, fashion brands can create a unified experience that caters to the demands of today’s customer. This translates to convenience, personalization, and a seamless journey across all touchpoints, ultimately fostering customer loyalty and driving business growth.