Here's How Vessi Achieved Omnichannel Success By Connecting with Customers
Most Canadian brand retailers have an omnichannel sales strategy in place that includes online, in-person, and hybrid shopping experiences. However, not all of these strategies are successful in connecting with customers and creating a seamless shopping experience.
According to a February 2024 report by Retail Insider, 28% of Canadian shoppers find in-store shopping more confusing than ever, and 47% have had issues with self-serve checkouts. 46% of Canadian consumers expect to be able to pick up online orders from a physical store on the same day, and 41% will look elsewhere if delivery or pickup takes more than two days.
One brand that has achieved omnichannel success by truly understanding and engaging with its customers is Vessi, a Vancouver-based footwear company. Here, we'll explore how Vessi achieved omnichannel excellence by leveraging the benefits of both the physical and digital shopping realms.
Vessi's Omnichannel Strategy Blends Online and In-Store Purchasing
According to a report by BNN Bloomberg, Canadian footwear brand Vessi has successfully leveraged an omnichannel strategy to drive growth and meet evolving consumer preferences for both online and in-person shopping.
Initially, Vessi capitalized on the lower barrier to entry by establishing itself through exclusive online sales after its launch in 2018. This approach allowed the brand to build recognition and fine-tune its product offerings without the significant upfront costs associated with brick-and-mortar stores.
As the brand gained traction and consumer trust, Vessi saw an opportunity to expand into physical retail to further solidify its market position.
Leveraging In-Person Shopping Experiences
As part of its omnichannel approach, Vessi opened its first retail location in Burnaby, B.C. in 2022, followed by a second store at Mississauga’s Square One Shopping Centre. This strategic move was in response to a noticeable shift in consumer behavior post-pandemic, where more customers expressed a desire to shop in physical stores.
Vessi recognized that in-person shopping experiences could address the limitations of online retail, such as issues with fit and the inability to physically interact with products before purchase. By offering both online and offline options, Vessi has been able to cater to a broader range of consumer preferences and enhance customer satisfaction.
Additional Benefits of a Physical Footprint
The expansion into physical retail locations has also yielded several unforeseen benefits for Vessi. Having physical stores has led to fewer returns, as customers can be accurately fitted for their footwear by sales staff.
Additionally, the average order values have been higher in-store because trained staff can support the entire sales conversion process. This indicates that the personal touch and expertise provided in a physical store can lead to more confident purchasing decisions and increased sales.
Adaptability and Focus
Overall, Vessi's shift to an omnichannel strategy highlights the brand's adaptability and focus on customer-centric growth. By blending the convenience of online shopping with the tactile benefits of brick-and-mortar retail, Vessi has created a comprehensive shopping experience that can flexibly respond to changing consumer needs.
This balanced approach not only boosts sales but also strengthens brand loyalty, positioning Vessi for continued success in a competitive market.
Improve Your Omnichannel Strategy
Vessi's example demonstrates how brands can blend a digital retail strategy with in-person shopping to achieve significant benefits, including improvements to key metrics. Here are a few tips to guide you in building your omnichannel strategy:
- Understand Your Customers: Conduct market research and gather data on customer preferences, shopping habits, and pain points. This information will help you identify the channels, platforms, and experiences that customers value most.
- Create A Consistent Brand Experience: Ensure that all your brand touchpoints align with your brand's identity and values. This consistency enhances brand recognition and customer trust.
- Leverage Technology: Use technology to connect online and offline channels seamlessly, allowing customers to switch between them effortlessly.
- Invest In Employee Training: Train staff in both digital and in-person sales strategies so they can provide a consistent experience across all channels.
By implementing these practices, you can create a well-rounded omnichannel strategy that can drive growth, boost customer satisfaction, and position your brand for success.
Don't Miss eTail Toronto 2024
To learn more about how you can improve your omnichannel strategy and better connect with customers, don't miss eTail Toronto 2024. It’s happening from September 25th to 26th at the Hyatt Regency Toronto in Ontario, Canada.
Download the agenda and register for the event today.