These days, successful retailers know that they need to appeal to consumers across all channels. Creating a seamless shopping experience can help strengthen a brand's reputation and create a better shopping experience. Retailers in the U.K. are taking this advice to heart, as a recent survey conducted by SLI Systems revealed that a whopping 83 percent of brick-and-mortar as well as online merchants are planning to implement omnichannel strategies within 18 months, and 85 percent of this group will also invest in new technology to make this more possible.

Strategies vary for online-only and brick-and-mortar stores
When it comes to the approach retailers will take, there are variances between ecommerce merchants and retailers with physical locations. For companies operating solely online, omnichannel represents an opportunity to streamline the shopping experience across various devices. While brick-and-mortar businesses need to pay attention to this, they also have to place focus on the in-store experience and how it relates to their mobile and desktop offerings. So, an online store may dedicate its omnichannel budget to upgrading ecommerce software while a retailer with physical locations might benefit more from updating its point of sale. The right POS software can improve the checkout experience, making customers more likely to buy items rather than abandon purchases due to long lines and other holdups.

"Both communities are trying to use omnichannel to play to their strengths," said Tim Callan, SLI Systems' chief marketing officer. "Pure-play e-commerce businesses are seeking to stick with the model that brought them success in the first place – keeping overhead low and focusing on the techniques that drive online business growth. On the other hand, bricks-and-mortar (sic) retailers are trying to exploit the advantages that come with having physical locations in the same neighborhoods where their customers live."

Mobile is key when it comes to omnichannel
When retailers were asked to rate the various channels in order of importance to omnichannel strategies, 100 percent agreed that mobile was the No. 1 driver. Tablets came in at a close second with 97 percent, online stayed close with 95 percent. Brick-and-mortar lagged a bit behind at 61 percent, and kiosks came in last with just 15 percent. Retailers both on- and offline can take advantage of mobile in different ways. Marketing Land reported that big box retailer Macy's would be creating options for shoppers to scan the tags of items with their phones to find more product information and customer reviews. For online-only ecommerce stores, the ability to easily browse and make purchases via mobile could have the potential to bring in more sales.