As the retail industry faces an ongoing crisis, with even some of the most well-known brands falling into bankruptcy, it’s clear that the old ways of doing business are no longer enough. The future of retail is here, and it’s omnichannel.
Omnichannel retail isn’t just a trend—it’s a strategy that blends in-store and online experiences to offer customers seamless, personalized service and drive significant revenue growth. Consumers today expect nothing less than a flawless shopping experience, whether they’re browsing online or in a physical store. The real question is: Is your business ready to meet these evolving demands?
In this blog, we’ll break down the essential steps to selecting the right omnichannel solution provider—one that will help you connect with, convert, and delight your customers. Whether you're an eCommerce brand eyeing physical expansion or a traditional retailer trying to stay relevant in the digital age, this guide will help you make one of your most critical business decisions yet.
Why is an Omnichannel Solution necessary?
An omnichannel solution is essential because it ensures that businesses can meet the modern consumer's expectations for a seamless and personalized shopping experience across multiple touchpoints. Data shows that by 2027, mobile commerce sales are expected to account for 62% of all eCommerce transactions, underscoring the growing importance of a strong mobile presence alongside traditional channels like physical stores.
Consumers today are increasingly expecting brands to connect their online and offline experiences. For example, features like Buy Online, Pick Up In Store (BOPIS), Buy Online, Return In Store (BORIS), and even "buy now, pay later" options have become crucial in satisfying customers who want flexibility in how they shop.Retailers who fail to integrate these options risk losing out to competitors who can offer a more connected experience.
Moreover, implementing an omnichannel strategy helps businesses streamline operations and maintain accurate, real-time inventory data across all platforms, which can reduce stockouts and enhance customer satisfaction.The real-time visibility of product availability, integrated loyalty programs, and automated customer notifications further drive engagement, which in turn boosts both conversion rates and customer retention.
Investing in the right omnichannel solution isn't just about meeting current consumer expectations—it’s about positioning your business to thrive in an increasingly digital-first world where seamless, flexible shopping experiences are a key differentiator.
How to Pick an Omnichannel Solution Provider?
Step 1 - Define Your Omnichannel Vision
For many retailers, adopting an omnichannel strategy requires a shift in thinking. While the idea of offering a frictionless shopping experience is widely discussed, few brands move beyond surface-level conversations. To ensure your omnichannel vision doesn’t lose momentum, start by understanding why this change is essential for your business and outline exactly what it will look like within your organization.
Your omnichannel strategy must be rooted in the needs of your customers. Begin by asking yourself: How is your target audience engaging with your brand today? Which channels do they prefer for shopping? What do they love about your current shopping experience, and where are the pain points—both online and in-store? Identify the key omnichannel capabilities that would enhance their journey. Consider researching current industry trends, evaluating competitor offerings, and directly reaching out to customers for their feedback on what they expect.
Some of the most impactful omnichannel solutions include:
- Mobile Checkout
- Clienteling
- Self-Checkout
- Click and Collect
- Endless Aisle
- Store Fulfillment
- Omnichannel Insights
Once you’ve gathered insights, make a comprehensive list of the omnichannel features you’d like to provide and the technology necessary to make them happen. From there, take a step back and analyze your business model. What are your growth plans? How many physical stores are you aiming to open in the next few years? Will wholesalers continue to carry your brand, or are you focusing more on direct-to-consumer? Consider your current eCommerce performance and how much you expect it to expand.
In today’s rapidly evolving retail environment, defining your omnichannel strategy based solely on past experiences or current realities is a risky approach. Instead, focus on the future. Predict how your business will evolve and leave room for innovation.
Once you’ve clearly defined your vision and mapped out your goals, you’ll have moved beyond just talking about your omnichannel strategy—you’ll be ready to take the first tangible steps toward making it a reality.
Step 2 - Assess Internal Preparedness
You’ve made the decision to embrace omnichannel, and you know what you need—but is your organization ready to support this transformation?
Start with technology. Gather stakeholders from every part of your organization to perform a comprehensive IT audit. Evaluate your current technology stack and identify gaps that could hinder an omnichannel approach. Ask critical questions: Is your existing infrastructure capable of real-time data visibility across online and in-store inventory systems? Can it seamlessly support customer needs, such as easy returns, exchanges, and unified shopping experiences? If your answer to any of these is less than an emphatic “yes,” it’s time to reassess and potentially rebuild your retail architecture.
Technology is just the beginning. Successfully implementing omnichannel requires a profound organizational shift. Every employee—from top-level executives driving strategy to store associates interacting with customers—must align with the omnichannel vision. Leading retailers achieve this by breaking down silos between departments, merging operations, and fostering cross-functional collaboration. Creating a unified omnichannel leadership team can be a pivotal step to ensuring everyone is focused on delivering a seamless customer experience. This process isn’t without its challenges and will likely involve growing pains, but preparing your organization to embrace change is crucial for long-term success.
With your vision clearly defined, technology gaps identified, and your team unified around a common goal, you’re now ready to take the next step: finding the right solutions to bring your omnichannel strategy to life.
Step 3 - Shortlist Solution Providers
Choosing an omnichannel solution provider is a critical step in turning your vision into reality. Start by listing the customer journeys you aim to deliver. Use this list as a reference as you evaluate potential vendors. Most providers showcase their solutions on their websites, allowing you to quickly assess whether their technology aligns with your goals.
However, not all providers excel at delivering the truly customer-centric, channel-agnostic experiences that modern consumers demand. To identify the right partner, it’s essential to scrutinize their technology for capabilities like:
Distributed Order Management (DOM). A seamless omnichannel experience depends on bridging the gap between online and in-store operations. Distributed order management systems provide a unified view of inventory and support intelligent order routing based on factors like location, stock availability, fulfillment capacity, and delivery priorities. This capability enables key omnichannel services like Buy Online Pick Up In Store (BOPIS), Buy Online Return In Store (BORIS), and Ship-from-Store, ensuring a smooth shopping experience across all channels.
Investing in the right technology is the foundation of a successful omnichannel strategy. Take the time to study vendors’ offerings, architecture, and track records thoroughly. Prioritize those who align with your vision and offer the scalability and flexibility to adapt to future innovations. By doing so, you’ll ensure that only the most capable providers make your shortlist.
Step 4 - Show and Tell
Now that you’ve narrowed down your list of potential omnichannel solution providers, it’s time to dive deeper with introductory calls. Allocate a few weeks for these meetings, ensuring the same team members from your organization participate in every discussion. Consistency is key to accurately comparing vendors. During the calls, expect providers to walk you through their platform capabilities, showcasing how their architecture supports omnichannel operations like Buy Online, Pick Up In Store (BOPIS) and Buy Online, Return In Store (BORIS). They should also share their product roadmap to help you gauge how their future vision aligns with your long-term goals.
Get into the specifics. Ask detailed questions about platform integrations with your existing ERP systems (e.g., Microsoft Dynamics or NetSuite) and eCommerce platforms (e.g., Shopify or Magento). Confirm whether they’ve completed similar integrations for other retailers. Case studies are invaluable here—review them carefully to see how other businesses have benefited from the provider’s solutions. Evaluate whether their omnichannel outcomes align with your expectations.
Working with a provider that has demonstrated expertise in your industry is always advantageous. Industry-focused vendors often require less customization and are better prepared to handle your unique challenges. This specialization translates into faster implementation, reduced costs, and more tailored solutions.
Understand the costs. Request quotes from each vendor to compare pricing models and calculate the total cost of ownership (TCO). Ask whether they follow a perpetual licensing model or a revenue-sharing approach. Both have pros and cons, so ensure you get clarity on all associated fees, including licensing, implementation, support, integrations, hosting, payment gateways, and additional services. Remember, TCO varies based on your business size, needs, and projected revenue. Look for a pricing structure that offers flexibility without excessive upfront or recurring costs.
Implementation timelines matter. Time-to-market is critical in today’s fast-paced retail landscape. Vendors should commit to delivering a minimum viable product (MVP) within 90 days. Longer timelines can inflate project costs and reduce your overall return on investment (ROI). Focus on providers that offer swift plug-and-play functionality to keep your business agile and competitive.
By following these steps, you’ll be well-positioned to select a provider capable of supporting your omnichannel goals while ensuring a seamless transition for your business.
Step 5 - Make An Informed Decision
After your team has met with all potential omnichannel solution providers and carefully compared their features and functionalities, it’s time to make your final decision. By now, the leading contenders—if not the clear choice—should be obvious based on the criteria we've discussed. However, if your team is still on the fence and pricing or features haven’t fully swayed you, it’s time to focus on the relationship with the solution provider.
Consider this: Did the provider take the time to genuinely understand your business model? Did they clearly explain how their features align with your specific needs and guide you through their implementation process? Was there a sense that they listened to your concerns and were willing to adapt their solution accordingly? Choosing an omnichannel solution is more than just picking a technology; it’s about finding a partner you can trust to help execute a pivotal part of your business strategy.
At the end of the day, your decision should be based on three key factors: technology, pricing, and the relationship you build with the provider. When you feel confident that the provider not only meets your technical and financial requirements but also values your partnership and is committed to adapting to your business’s needs, you’ve likely found the right fit.
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Now that you’re fully prepared to embark on your omnichannel transformation, take the next step by scheduling a consultation with the HotWax Commerce team. Explore our best-in-class omnichannel solutions designed to help you deliver seamless, personalized shopping experiences that will elevate your brand and drive growth.
