Mastering Omnichannel E-Commerce: A Guide to Shopify POS Integration

Many things go into providing a flawless online shopping experience for customers, one of which is omnichannel e-commerce. Omnichannel e-commerce is a strategy that brings together a business’ various sales and marketing channels, combining them in a streamlined online shopping experience. Though there are various ways to combine e-commerce and point-of-sale (POS) technology, Shopify POS integration is a simpler and easy-to-manage way of doing things. In this blog, we have taken a look at the benefits of omnichannel e-commerce and the role Shopify plays in unifying online and offline sales channels.

Understanding Omnichannel E-Commerce

Omnichannel e-commerce aims to provide customers with one brand experience across various platforms and touchpoints. Regardless of whether they are shopping in person or online, through a mobile application or on social media, the shopping experience should be similar. Customers should know what to expect from a retail business and feel safe in the knowledge that the brand is consistent across the board. With omnichannel e-commerce, you can create a unified experience for your customers, regardless of how they come into contact with your business.

 

Though there are obvious differences between some shopping experiences – for example, spending time browsing a ‘brick and mortar’ shop is a different experience to quickly buying something with two clicks on Instagram – embracing omnichannel e-commerce provides a much more seamless shopping experience. The focus is on enabling customers to interact with your brand in various ways, whilst experiencing a cohesive and similar buying journey. 

 

One example of this is providing a wide range of customer support options. Instead of only offering customer support on the website, omnichannel e-commerce means offering support via Facebook, email, telephone and live chat. This ensures that all customers receive the same online experience and level of customer support, regardless of the channel they use. It’s important that customers don’t miss out simply because they have chosen a different sales channel. Omnichannel brings e-commerce websites, physical shops, mobile apps, online marketplaces and social media together.

How Shopify POS Can Be Integrated Into an Omnichannel Strategy

To embrace omnichannel e-commerce, you must connect your e-commerce website and your POS system. This is done via POS integration, but it’s not always straightforward. Though POS integration makes selling across multiple channels a lot easier – by allowing various channels to share information about products, sales, customers and inventory – problems can arise, especially when it comes to inefficient data reporting. If data is reported too slowly or inaccurately, you will have an incorrect overview of your business. 

 

Luckily, this is only a problem if you combine two systems, which is why a growing number of businesses are opting for Shopify and Shopify POS. With Shopify and Shopify POS, you can combine your various sales channels without a complex integration, using one system. As both Shopify and Shopify POS are already linked under one system, omnichannel e-commerce is more reliable, accurate and straightforward. It enables you to manage all your e-commerce channels in one place by automatically unifying online and offline sales channels.

 

As well as providing a simple way to offer omnichannel e-commerce to your customers, Shopify POS integration reduces the chances of overselling and inventory errors and provides a centralised way of managing reporting and analytics. Instead of spending time managing various sales channels, Shopify POS’ unified experience simplifies everything.

The Benefits of Omnichannel E-Commerce

 

  • Improved Customer Experience – If you know anything about e-commerce success, you know that providing an enjoyable customer experience is key. With omnichannel e-commerce, this is taken even further by putting customers at the heart of what you do. It doesn’t matter if a customer is browsing a business’ website or shopping on its mobile app, omnichannel e-commerce ensures that they receive a consistent and personalised experience from beginning to end. This improved customer experience helps build trust and loyalty as customers learn that you are a reliable business on all channels.

 

  • Gain Useful Data Insights – You can gather a lot of data from omnichannel e-commerce, which you can then use to optimise your online strategy. Data can provide useful insights into customer behaviour, buying patterns, likes and dislikes. With this information, you can perfect your product offerings and marketing strategies, knowing exactly what your customers are looking for. If a number of customers are disappearing at a specific part of the buying journey, you will know where to focus your attention and improvements. Though you can gain data insights from individual channels, this fails to give an overview of your entire customer base and instead focuses on those who shop in a specific way.

 

  • Increased Traffic and Sales – To be a successful e-commerce business, you must bring in sales. This is much easier with omnichannel e-commerce, as customers can easily transition from one shopping channel to another. This increases the chance of them making a purchase. For example, they might see a product online or on social media and then go to a shop to view it in person. If they are happy with the product, they might buy it via a mobile app. With omnichannel e-commerce, all of these touchpoints are sales opportunities.

 

  • Improved Brand Consistency – There are a lot of businesses online, many of which are competing for the same target market as you. With omnichannel e-commerce, it’s easier to convey a consistent brand image between sales channels. Your customers can enjoy the same brand message, values and identity regardless of how they are interacting with you. This helps create a memorable and recognisable brand while buying customer trust and loyalty.

 

As you can see, there are many advantages to omnichannel e-commerce. At Quickfire, we are firm believers in the benefits of omnichannel e-commerce, which is why we embrace Shopify POS integration as much as possible. To find out more about transitioning to omnichannel e-commerce and Shopify, get in touch with the Quickfire team.

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