Going

Omnichannel
A Guide to Expanding Your Ecommerce
Business Beyond Your Website

From the ins and outs of true multi-channel integration to benefits, ROI, case studies,
and tips—this ebook is for online brands or retailers who are ready to grow beyond their
ecommerce website into an omnichannel empire.
 Who This Ebook is For

In a year-long study of nearly 50 In a world where shoppers require

thousand shoppers, 20 percent 6 to 8 interactions prior to making
reported only shopping in stores a purchase, they’re probably already
while 7 percent were online-only. But experiencing your brand in a variety of
the other 73 percent? They were ways. An omnichannel retail strategy
shopping in multiple physical and empowers you to take control of that
digital channels. experience to develop happy, loyal
customers and gather data to help you
If consumers are in multiple channels, spend your marketing budget more
it’s probably time you are, too. efficiently.

Shoppers are looking for a seamless
and consistent experience across every
channel and device they use to interact
with a brand. People don’t go shopping
anymore—they’re pretty much always
one tap or click away from a shopping
experience. Ecommerce today is
distracted, fragmented, and always-
on. Ecommerce today has to be
omnichannel to survive.
This ebook is for any online brand or
retailer who is ready to go omnichannel
and grow their ecommerce business
beyond their ecommerce store. In it,
we’ll explore what true multi-channel
integration entails, the benefits and ROI
of going omnichannel, and case studies
and tips you can use to go all in on
growing your omnichannel empire.

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TABLE OF CONTENTS
What Does Omnichannel Mean for Ecommerce? 4

What Omnichannel Looks Like 5

Case Study: Disney Dominates Omnichannel 6

The ROI of Omnichannel Retail 7

Omnichannel Ecommerce Means Big Benefits 8

Providing the Personal Experience Consumers Crave 8

Getting (and Using) More Powerful Customer Behavior Data 9

Inspiring Profitable Customer Loyalty 9

Case Study: An Omnichannel Oasis 10

Tips for Expanding Your Ecommerce Business Beyond 11

Your Website

Make Every Touchpoint Shoppable 11

Invest in Mobile-First 12

Go All In on Marketplaces 13

Don’t Do It Alone 14

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 What Does Omnichannel Mean
for Ecommerce?
Omnichannel (“omni” meaning “all”) retail provides a unified
shopping experience across every single device and channel
that a consumer may use to interact with your business.

To provide a truly integrated, omnichannel approach; a retailer

should consider every online and offline channel—including
brick-and-mortar stores, mobile shopping, marketplaces,
ecommerce websites, social media, advertising, and more—
that a consumer may visit during their shopping journey.

More than just a smart marketing strategy, omnichannel is the

future of online retail. It’s a smart investment in consistent brand
experiences that are always attuned to the shopper’s channel
and their individual stage in the customer lifecycle.

Omnichannel ecommerce isn’t a hacky tactic or a passing fad.

It’s a way to provide conversion points everywhere—because
that’s exactly where shoppers are today.

Plytix | Going Omnichannel: A Guide to Expanding Your Ecommerce Business Beyond Your Website P. 4

While on your phone, you see
a Facebook post from a friend
who just bought a new bike.
Interested, you click the link to
check it out on the store’s
website but soon have to halt
your research.
Plytix | Going Omnichannel: A Guide to Expanding Your Ecommerce Business Beyond Your Website
What Omnichannel Looks Like
FROM A CONSUMER’S POINT OF VIEW
Later, you pull up the store’s
website on your tablet.
Recognizing you, the bike
shows up as a recently viewed
item. From there, you can take
a better look at the bike and
also see other options they
offer.
Since you want to try the bike
before purchasing, you visit
the store’s local brick-and-
mortar location a few days
later. When your phone links
up with the store’s wifi
network, the salesperson gets
an alert with what bikes you’ve
been viewing so they’re able to
assist you with personalized
customer service and
eventually close the sale.
Source: https://www.coredna.com/blogs/omnichannel-ecommerce-marketing-strategy
You can either take the bike
home that day or have the
shop ship it to your house.
When you choose to have it
shipped, you’re able to track
the bike through the delivery
process using your smart-
phone, tablet, or laptop.
Once the bike arrives, the
store calls to make sure it’s
exactly what you wanted. It’s
great, but a couple of days
later a few questions arise. As
soon as you pull up the live
chat feature on the shop’s
website, the rep knows exactly
what you have ordered and is
ready to provide help on your
specific item.
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 CASE STUDY
Disney Dominates
Omnichannel

If you’ve ever even Googled the term

“omnichannel,” chances are you’ve read
something about Disney dominating
the budding world of omnichannel
ecommerce.

Whether you’re on a desktop computer

or a mobile device, the moment you land Source: https://blog.hubspot.com/service/omni-channel-experience

on Disney’s responsive website you’ll

have access to everything you need
to plan your trip to one of their parks. estimates, and other useful content Disney’s personalized touchpoints
After creating a personalized profile, based on your specific itinerary. are so comprehensive that the
you’ll be able to start linking your travel customer experience doesn’t end until
plans, setting up daily itineraries, and Disney even takes things offline to truly the trip is over. And neither do the sales.
inviting travel companions to view and immerse you in their universe with They’ve built a brand experience that
collaborate on your trip. Of course, it the MagicBand. The smart bracelet, gets to the root of what omnichannel
doesn’t just stop there. which resembles a wearable fitness is and why it works: A customized
tracker, makes your trip (and separating journey that allows customers to
Once your Disney profile is created, you’ll you from your money) much more interact with multiple conversion
be prompted to download their mobile convenient by acting as a room key, points across various devices
app where you can view and update all admission ticket, FastPass, and—of and platforms in a way that’s so
the plans you already made as well as course—a way to charge purchases delightful they’d literally pay to do
access searchable maps, real-time wait directly to your room. it again.

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 The ROI of Omnichannel Retail
With the massive growth of sales
taking place on digital platforms (up 23
percent as recently as 2015!), even the
most old-school brands and retailers
are starting to develop digital channels
to supplement the physical shopping
experience. But one question lingers—
Considering the upfront cost and
effort, is developing an omnichannel
strategy really that economically
valuable?
How often do you make purchases from
your favorite retailer’s website?
Number of
channels engaged
1-4
5-9
10+ 49%
28%
29%
21%
Once a week or more
The answer, perhaps unsurprisingly
by now, is a resounding yes.
In a 14-month-long study of 46,000
online shoppers, researchers found
several ways in which omnichannel
customers are just flat out more valuable
than single-channel consumers.
Omnichannel shoppers spent an
average of 4 percent more on every in-
52%
43%
36%
32%
14%
At least once a month Less than once a month
store shopping trip and 10 percent more
online. With every additional channel
they used, shoppers spent more money
in the store.
Contrary to the popular belief
that omnichannel retail promotes
“showrooming” (which is the practice
of visiting a store to try a product just to
end up purchasing it online), consumers
who researched online first actually
ended up spending 13 percent more
in store! This practice of conducting
research online before going into the
store for a final evaluation and purchase
is called “webrooming.”
On top of spending more up front,
omnichannel shoppers were also more
loyal than single-channel ones. Within
six months of an omnichannel shopping
experience, these consumers visited the
retailer‘s stores 23 percent more times
and were more likely to recommend the
brand to others!

Source: https://www.shopify.com/enterprise/omni-channel-retail-strategy

Plytix | Going Omnichannel: A Guide to Expanding Your Ecommerce Business Beyond Your Website P. 7
 Omnichannel Ecommerce
Means Big Benefits

Luckily, going omnichannel has some major benefits for retailers

and consumers alike. Not only does it provide personalization to
make the consumer experience more delightful, omnichannel
ecommerce also allows retailers to market more efficiently and
build customer loyalty.

PROVIDING THE PERSONAL EXPERIENCE

CONSUMERS CRAVE
Compared to single-channel shoppers, retailers
In a 2018 study of trends in personalization, Evergage find that omnichannel consumers:
and Researchscape International found that 87 percent of the
marketers who responded reported a measurable increase in • Spend up to 35% more in an average
sales thanks to personalization in the marketing process. transaction
Half of the respondents enjoyed a boost of more than 10 • Increase profitability by up to 10% thanks to
percent while 13 percent enjoyed a more than 30 percent lift. repeat visits
Because of this success, nearly every organization surveyed
confirmed that they would be maintaining or increasing their
• Have a 30% higher lifetime value
personalization efforts in the coming year.

Consumers reward personalization. By using an omnichannel

Source: https://www.shopify.com/enterprise/omni-channel-retailing-commerce-what
strategy to personalize the customer journey, shoppers get a
positive impression of your brand and you get more opportunities
to put related products, upsells, and other valuable conversion
points in front of them.

Plytix | Going Omnichannel: A Guide to Expanding Your Ecommerce Business Beyond Your Website P. 8
 CONTINUED | OMNICHANNEL GETTING MORE POWERFUL
ECOMMERCE MEANS BIG CUSTOMER DATA
BENEFITS
The ultimate goal for an omnichannel
retail strategy is to optimize every
possible customer touchpoint. And
PREVIOUS PURCHASES: that’s not just important for conversions.
IPHONE 6 CASE Consumers can take a whole host of
avenues to research, purchase from,
and otherwise interact with your brand.
That’s why it’s getting more and more
important to understand their behavior
so you can adjust your strategy to meet
GENDER: them where they are.
MALE
CUSTOMER NAME: How does a shopper first make contact
JACOB LEE with your brand? When do they finally
convert? Is Instagram driving sales, are
customers shopping your website after
LOCATION:
SAN DIEGO seeing a product in store, or is it a mix?
ENTRY POINT: By collecting data on all these pathways,
FACEBOOK you can both provide a seamless
experience all the way to the checkout
counter as well as use your marketing
SITE VISITS IN LAST 30 DAYS
dollars more wisely.
4 SESSIONS
In an omnichannel world, understanding
and optimizing the point at which
consumers convert will save you tons of
time, effort, and, of course, cash.
BROWSER: ABANDONED
SHOPPING CART:
GOOGLE CHROME 2 ITEMS
TIME SPENT ON WEBSITE:
08m 16s
INSPIRING PROFITABLE
CUSTOMER LOYALTY
Whether they’re clicking on your website
or walking into your brick-and-mortar
location, your brand needs to provide
a consistent experience during each
and every visit. Why? Because it inspires
loyalty. And that, my friend, pays.
The market intelligence company
Aberdeen found that top omnichannel
performers retain an average of 89
percent of their customers while those
with a weak omnichannel strategy only
retain 33 percent. In addition, retailers
with strong omnichannel performance
average a 9.5 percent YOY increase in
annual revenue (compared to 3.4) and
a 7.5 percent YOY decrease in cost per
customer (versus .2 percent).
If your customer experience is effective
and easy every single time, you’re
instilling buy-in that leads to repeat
business and recommendations.
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 CASE STUDY
An Omnichannel
Oasis
U.K. fashion retailer Oasis combines
their ecommerce website, mobile app,
and brick-and-mortar stores into one
streamlined shopping experience.

In stores, sales associates carry tablets

that empower them to provide shoppers
with on-the-spot, up-to-date product
information as well as ring them up from
anywhere in the store.

If a particular version of an item is out of

stock, the associates are able to quickly
place an order on a shopper’s behalf
and have it shipped right to their home.

Thanks to the Oasis app, shoppers can

take this streamlined experience one
step further with supplemental digital
content that’s customized to their history
and preferences. Source: https://blog.hubspot.com/service/omni-channel-experience

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 Tips for Expanding Your Ecommerce
Business Beyond Your Website
Sprint’s VP of Digital reports that 90
percent of their customers who
begin online ultimately end up buying
in-store. So while digital presence isn’t
the be-all, end-all of ecommerce; it’s a
vital element in enhancing the overall
shopping experience.
That’s why maximizing shoppability,
your mobile presence, and marketplace
representation—all while getting the
help you need to remain sane, of
course—are some of the best ways
online retailers can use technology to
get started with omnichannel retail.
One of the best ways to grow your
ecommerce business beyond your website
is to make every touchpoint shoppable.
While most of the channels you’re on are
very likely already set up for ecommerce,
recent changes to social media mean
you can really go all in on omnichannel
conversions.
What Consumers Do While Shopping
Working
Platforms like Pinterest, Facebook, and
even Instagram enable online sales to make
conversions seamless. Which is perfect,
because it’s not uncommon for people
to check out lifestyle product reviews and
pictures on social media before making a
purchase. And since shoppers are doing
everything from working to doing chores
and dining out while shopping—you better
capture that conversion while you can.
57%

MAKE EVERY TOUCHPOINT

Doing household chores 51%

In-store comparison shopping 46%

SHOPPABLE Cooking 32%

Dining out 22%

Running errands 22%

What’s the point of spending all that time
Commuting to work 19%
and energy setting up and maintaining Attending child’s activities 9%
a bunch of channels if shoppers aren’t Exercising 7%

able to convert on all of them? Driving 6%

Walking the dog 6% Source: https://www.forbes.com/sites/richardkestenbaum/2018/05/24/this-is-

what-consumers-do-while-theyre-shopping-online/#41e30e6112b9
Exactly.

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 CONTINUED | Tips for Expanding Your Ecommerce Business Beyond Your Website

INVEST IN MOBILE-FIRST
Mobile internet usage has already NUMBER OF GLOBAL USERS
surpassed desktop.

2B
In fact, revenues from mobile commerce
made up half of all digital commerce
in 2017. If easy, shoppable, and mobile
1.6 B
touchpoints aren’t already part of your
strategy, you’re leaving money on the Desktop
table.
1.2 B

Better yet, go beyond just a mobile-

friendly website. Integrate an app into
800 M
your channel strategy so users can make
purchases, enjoy personalized content, Mobile
and overall stay in the shopping journey
400 M
for a longer period of time.

More than 80 percent of the time

people spend on mobile devices
2007 2008 2009 2010 2011 2012 2013 2014 2015
is spent in an app. The consumer
preference for mobile apps versus
mobile sites is clear and must play a role Source: https://marketinginsidergroup.com/strategy/omnichannel-ecommerce-strategies-3-step-plan-perfect-customer-journey/

in your omnichannel strategy.

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 CONTINUED | Tips for Expanding Your Ecommerce Business
Beyond Your Website

GO ALL IN ON MARKETPLACES
Amazon Dominates the Ecommerce Marketplace If you want to strengthen your marketing
ECOMMERCE NET SALES IN MILLIONS OF U.S. DOLLARS muscle, here’s a classic adage to start
with: Meet the consumer where they are.

Amazon.com $46.4 B When we’re talking about omnichannel, that

means marketplaces. Namely, Amazon.
Walmart.com $11.4 B

According to Statista, in 2016 Amazon

Staples.com $9.3 B
was the most popular online store with
net sales reaching 136 billion dollars.
Apple.com $6.1 B

What’s more is that over half of

Homedepot.com $5.2 B
consumers start their shopping journey
on Amazon. Their product selection
Bestbuy.com $4 B
and related suggestions are practically
Macys.com $3.4 B limitless and their shipping and return
policies painless.
Costco.com $3.3 B
If you want to go omnichannel, your strategy
Target.com $3.2 B should include online marketplaces
in addition to your own ecommerce
Source: https://marketinginsidergroup.com/strategy/omnichannel-ecom-
merce-strategies-3-step-plan-perfect-customer-journey/ website. And if you’re just starting with
marketplaces, Amazon is the place to be.

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 CONTINUED | Tips for Expanding
Your Ecommerce Business Beyond
Your Website
DON’T DO IT ALONE
Americans spend an average of 330 hours every single
month consuming media on a variety of devices. You basically
need to be everywhere, all the time, with a kick-ass strategy if
you want to provide the helpful, relevant experience consumers
are delighted to return to time and time again.
If it sounds like a tough gig, that’s because it is.
The great news is, you don’t have to manage everything
alone.
An omnichannel strategy takes a ton of creativity, nurturing, and
time to grow. As the marketing, content, or product person in
your organization—when was the last time you had more than
a consecutive hour or two to create or nurture anything?
Chances are, you’re spending most of your time just keeping up
with manually creating, updating, distributing, and optimizing
product content.
But you shouldn’t be. That’s right, we said it. We know you’re
capable of so much more.
Plytix | Going Omnichannel: A Guide to Expanding Your Ecommerce Business Beyond Your Website
That’s why we built Plytix, the only smart product information
management (PIM) software that’s created by content people
for content people.
Our entire methodology is designed to make the centralization,
optimization, distribution, and analysis of product content
streamlined and effective—without costing you your sanity, the
majority of your workday, or the tens of thousands of dollars
that most PIM tools cost.
With tons of channel integrations, super easy (and
surprisingly affordable) pricing, and ecommerce analytics
features that hold their own against some pretty tough
competition; Plytix is standing by to help you get shit done
and get back to those big, creative projects you were
meant to lead.
Visit Plytix.com today to chat with our friendly in-house unicorn
Belinda (between beauty naps, of course) or sign up to start
enjoying our smart PIM right away.
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