Omnichannel Strategy for Retail Apparel

No matter how sophisticated eCommerce becomes, it will never be possible to buy quality, well-fitting clothing online — right? It’s an old trope, but here in 2022, savvy online shoppers remain reluctant to buy apparel without first seeing it and trying it on for size. Even with “try before you buy” options, consumers still prefer to shop for clothes in person at their local department store or boutique retailer.

This divergence from an otherwise clear consumer preference for eCommerce is mitigated only by the rise of omnichannel apparel solutions. Ship-to-store and buy online, return to store strategies have helped many consumers bridge this online shopping gap, but there is still a brick-and-mortar element, and retailers need to be sure their stores are equipped to support new consumer shopping habits.

What role do department stores play today?

Success in omnichannel selling is all about supporting the customer journey. Meet customers where they are in the buying process, and give them a variety of options to turn intent into a transaction. This simple philosophy is the driver for department store transformation.

Brick-and-mortar stores satisfy consumer demand for specific resources that complement the journey of online apparel shopping. The ability to see, feel, and style clothes in person. The convenience of an instant exchange or return. Opportunities to browse and discover new styles in real time. This is why customers continue to flock to stores — even if they’re not necessarily making a purchase there.

To recognize their place in the customer’s buying journey, department stores need to shift from a sales-focused approach to a support-centric one. What does each customer need from their visit to the store?

Synergy is key to retail apparel

Retailers need to find success in synergy and realize omnichannel only works when multiple channels cooperate seamlessly. This is especially important for retail apparel, where the buyer journey is more likely to be fragmented. Examples include:

• The customer buys apparel online, but the size is wrong. They need to visit a nearby retail location to exchange it for the right size.
• The customer visits the store to browse but can’t find the size they need in stock. They visit an in-store kiosk to order online and ship the purchase to their home.
• The customer browses fashions online and locates them in a local store inventory. They visit the store to try them on and purchase them after confirming fit.
• The customer visits the store to experience the fit and feel of different styles, then goes home to order them online in the right sizes.

In each of these examples, there’s a seamless connection between eCommerce and an in-store experience. No matter where the transaction starts or ends, the sale occurs because omnichannel synergy supports the buyer journey.

Changing the department store model

As apparel retailers seek to transform department stores around a fragmented buyer journey, the focus shifts to in-store solutions as opposed to in-store sales. It requires a reimagining of the store itself: from stocked shelves to the showroom experience. More than visually engaging, stores also need to be streamlined for service over inventory.

Some of the more dramatic changes that lend themselves to omnichannel synergy in retail apparel include:

• A boutique showroom feel that engages shoppers and encourages them to browse styles.
• More changing rooms and modeling areas that create buyer confidence and optimism.
• Plentiful customer service areas, specifically designated for returns versus exchanges.
• Designated areas for omnichannel fulfillment, including ship-to-store and other buy online, pick up in-store (BOPIS) methods.
• Kiosks or access points that create a direct bridge from in-store intent to online sales.

Brick-and-mortar apparel stores must become hubs, not necessarily for inventory — although this is another key pivot retailers need to make — but for solutions. No matter what brings them into the store, customers should find the answers, resources, and products they need to complete their buying journey.

Saying farewell to the classic department store model

The role of brick-and-mortar apparel retailers is rapidly evolving. To embrace their place in a successful omnichannel clothes shopping journey, stores must facilitate a seamless customer experience. People aren’t necessarily visiting stores to purchase clothes anymore. They’re doing product research, bringing in returns, picking up online orders, or making an exchange. Retailers that welcome these new consumer interactions — and implement solutions as seamlessly as possible — are the ones poised to succeed.

Learn more about omnichannel synergy for retail apparel solutions at nextuple.com.