Marketing

This is how retailers can quickly find their own online shop – eCommerce Magazin

Will digitization bring the end of traditional shops? Even if many municipalities already fear that their inner cities and the large ones will be deserted Department stores in crisis stuck – you shouldn’t see it quite so pessimistically. After the initial lockdown ended, the pedestrian precincts began to fill up again and lines in front of stores indicated that customers were longing for the physical shopping experience. For some time now, Amazon has even been running its own stationary stores and is thus pursuing a Omnichannel strategy.

Adapting the omnichannel strategy is crucial

The stationary trade Certainly not going to die out, but it will change. This process has been going on for a long time. The frontrunners are the large chains that have the resources to implement large projects. Offers such as Click & Collect are almost standard. Online ordering and collection in the store is ultimately also a practical, yet comparatively easy-to-implement interlinking of the two channels.

More complex, but all the more interesting, are approaches like “Endless Aisle”. The “endless shelf” ensures that the customer can order product variations directly in the store that are not in stock there. For example, a shoe retailer no longer has to keep every size in every color. In order to assess the fit, the shoe does not necessarily have to be in the desired color. However, this can in turn be assessed on a model of a different size.

Trend towards smaller and stylish shops

Such innovations are a good reaction to the trend towards smaller, stylish stores, which is adding to the department store concept with its comprehensive range and large stocks. In spite of everything, some traditional, smaller retailers have so far been able to pursue a niche strategy very successfully by concentrating on their traditional skills, advice and on-site service. In the past few weeks, however, one or two retailers would have wished they had at least dealt with an online shop earlier.

With dedication and a talent for improvisation, retailers and restaurateurs have nevertheless achieved impressive things in order to continue to be there for their customers. Loyal customers appreciate this and are also prepared to make compromises in an exceptional situation. An example of this would be ordering by telephone. This communication channel is increasingly unpopular with younger consumers in particular – a website or app would be the preferred means of communication. It is definitely worthwhile for retailers to think about professionalising their temporary solutions instead of preparing for a return to the old normal.

Omnichannel strategy: is it always difficult to begin?

Even if a retailer is convinced of the possibilities of a multichannel or omnichannel approach, the technical aspect still remains. Setting up their own webshop poses major hurdles for small and medium-sized retailers, for which they may often lack the resources. After all, day-to-day business is challenging enough and there is simply not enough time to deal with IT issues, programming, but also various payment methods and compliance. In any case, in-house developments could probably not compete with the industry giants, to which all imaginable resources are open. In addition, the time factor should not be neglected. If you want to set up your own online shop now, you would probably like to have it yesterday.

Here it can be worthwhile, in keeping with the times, to rely on as-a-service offers. There are many ready-made solutions on the market that contain all the essential functions of an online shop in packages. Thanks to the cloud-based software that is used there, retailers can start creating their shop directly without having to delve into the technical background. However, you should pay attention to a transparent billing model so that there are no hidden costs.

Package solution for setting up an online shop

With the Webshop Pack from Worldline for example, billing takes place monthly and without an entry fee. When setting up their shop with the package, customers also benefit from the service provider’s extensive payment experience. The secure acceptance of the most common means of payment (Visa, V PAY, Mastercard, Maestro, Diners Club International, Discover and Apple Pay) has already been prepared. Online retailers do not have to deal with different contractual partners or providers and often have to deal with complicated payment processing.

In order to maintain its business model, stationary retail also has to adapt to new circumstances and develop an omnichannel strategy. Building your own online shop is definitely a big step in this direction. With ready-made packages, this can be done quickly and with a manageable effort.

Also read: Finetrading – the clever alternative for goods and purchase financing

Omnichannel strategy Worldline

About the author: Johannes F. Sutter has been the Services Head Sales for E-Commerce Sales Germany at Worldline since the merger of Worldline and SIX Payment.