How to broaden your business' reach and sell across multiple channels

  • Showfields, a retail store and art gallery in New York City, uses multiple sales channels to cater to its customers, including a mobile app, contactless payment, virtual store tours, and video shows. 
  • The store is just one example of companies that are finding new ways to satisfy drastically shifting consumer behaviors during the pandemic. 
  • Executives say a multi- and omni-channel approach is the way of the future.
  • Visit Business Insider's homepage for more stories.

There's a store on New York City's Lower East Side where customers can enter, browse, and shop all without touching anything but their phones. Showfields, a retail store and art gallery in one, designed a touchless experience for a pandemic world. 

Customers download the store's app, which guides them throughout the store and gives descriptions for the products displayed. Shoppers can then purchase directly in the app with contactless checkout. Those who want to shop from home can take a virtual tour of the store, shop online, or order for curbside pickup. 

Showfields is using more than a handful of sales channels to cater to its customers, and it's just one example of companies that are finding new ways to satisfy drastically shifting consumer behaviors. 

What is a multi- or omni-channel business?

When adapting Showfields' approach during the pandemic, he asked, "What is the core value that we gave our customers before covid and what does this mean for them today? And then how can we deliver on it?" 

Only then, did he figure out the technology that would best enable these changes, such as payment processors, apps, streaming services, and appointment booking tools. 

"The hardest part today is to figure out what your customers are expecting and try to redefine that experience," he said. "The execution of it is actually the easy part." 

Source: Read Full Article