{"id":1589503,"date":"2014-01-17T03:27:08","date_gmt":"2014-01-17T11:27:08","guid":{"rendered":"http:\/\/www.retailpro.com\/News\/blog\/index.php\/2014\/01\/17\/brand-consistency-enhances-omnichannel-strategies\/"},"modified":"2014-02-03T09:47:42","modified_gmt":"2014-02-03T17:47:42","slug":"brand-consistency-enhances-omnichannel-strategies","status":"publish","type":"post","link":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2014\/01\/17\/brand-consistency-enhances-omnichannel-strategies\/","title":{"rendered":"Brand consistency enhances omnichannel strategies"},"content":{"rendered":"<p>Omnichannel businesses are becoming the norm, and the most successful ones develop a consistent brand across all channels. Several <a href=\"https:\/\/www.retailpro.com\/Solutions\" target=\"_self\" class=\"dnautolink\">retail industry<\/a> studies indicated that brand consistency (like pricing) influences consumer decisions, with customers spending more at companies that are more consistent.<\/p>\n<p>When channels are integrated, shoppers can start browsing on one channel and make a purchase on another, while having a seamless shopping experience. Differences between the floor and the website, such as how products are categorized, are inconveniences that could push shoppers to look somewhere else.<\/p>\n<p>&quot;Retailers are seeing themselves as one brand instead of a collection of [shopping] channels,&quot; Keith Mercier, an associate partner at IBM&#039;s Retail Center of Competence, told The Wall Street Journal Market Watch.&nbsp;<\/p>\n<p>With this perspective, companies seek to integrate their online and in-store <a href=\"https:\/\/www.retailpro.com\/Solutions\" target=\"_self\" class=\"dnautolink\">retail inventory management<\/a> systems and <a href=\"https:\/\/www.retailpro.com\/Solutions\" target=\"_self\" class=\"dnautolink\">POS software<\/a>, which can help businesses make better stock and sales decisions and improve the customer experience. According to The Guardian, <a href=\"http:\/\/www.theguardian.com\/media-network\/media-network-blog\/2013\/jul\/22\/omni-channel-retail-consumer-experience\" target=\"_blank\">customers expect reliability and consistency<\/a>, but a survey found half of consumers dissatisfied with how brands presented themselves across channels.&nbsp;<\/p>\n<p>Integrated <a href=\"https:\/\/www.retailpro.com\/Solutions\" target=\"_self\" class=\"dnautolink\">ecommerce software<\/a> and <a href=\"https:\/\/www.retailpro.com\/Solutions\" target=\"_self\" class=\"dnautolink\">retail management software<\/a> can help build a comprehensive&nbsp;omnichannel system. The key for retailers is to take advantage of technology and <a href=\"https:\/\/www.retailpro.com\/Solutions\" target=\"_self\" class=\"dnautolink\">retail customer intelligence<\/a> to craft a reliable brand that addresses customers&#039; priorities.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Omnichannel businesses are becoming the norm, and the most successful ones develop a consistent brand across all channels. <a href=\"https:\/\/www.retailpro.com\/News\/blog\/index.php\/2014\/01\/17\/brand-consistency-enhances-omnichannel-strategies\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":7,"featured_media":1673107,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[49,50],"tags":[],"class_list":["post-1589503","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-retail-customer-business-intelligence","category-retail-merchandising-and-marketing"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts\/1589503","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/comments?post=1589503"}],"version-history":[{"count":0,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/posts\/1589503\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/media\/1673107"}],"wp:attachment":[{"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/media?parent=1589503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/categories?post=1589503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.retailpro.com\/News\/blog\/index.php\/wp-json\/wp\/v2\/tags?post=1589503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}