5 popular omnichannel strategies for scaling fashion brands

Omnichannel isn’t just about opening up more sales channels. It’s about creating a seamless, integrated experience that enhances customer engagement and drives business growth. Effective omnichannel strategies successfully bridge the gap between digital and physical realms to meet modern shoppers' where they are. 

In this blog, we’re breaking down the 5 most effective omnichannel strategies for growing fashion brands. 

Want to take a deeper dive into how connected commerce works? Download ‘The Complete Guide to Omnichannel for Growing Fashion Brands’.

1. Endless aisle

Endless aisle is an omnichannel strategy that combines the physical retail environment with digital technology to provide a broader product offering than what is physically available in store. This concept allows retailers to showcase a virtually endless range of products to customers, without the constraint of physical shelf space. 

Here are some of the key benefits of endless aisle: 

Extended inventory: Endless Aisle extends in-store inventory by providing access to products available online or in other store locations. Customers can view (and often purchase) these additional products from digital kiosks or sales associates’ tablets within the store.

Customer engagement: It enhances the customer experience by providing more choices and the ability to cater to specific preferences, which can lead to increased satisfaction and sales. 

Inventory efficiency: By leveraging digital technology, retailers can manage inventory more efficiently, reducing the need for excess stock while still meeting customer demand.

The endless aisle concept reflects an omnichannel retail strategy, by blurring the lines between in-store and online shopping, thereby enhancing customer satisfaction and potentially increasing sales and operational efficiency.

2. Physical store personnel as digital assistants

64% of consumers would be more likely to shop in stores with recommendations for specific products. This indicates a desire for a guided shopping experience informed by their shopping history or preferences. 

Customers can schedule a session with a store clerk at a time that suits them, ensuring they receive 1:1 advice during their shopping experience. This service is particularly beneficial in the fashion industry, where making style choices can often be overwhelming or subjective. Customers can seek expert advice on fashion trends, fit, and styling tailored to their preferences by booking an appointment. The store clerk, equipped with the customer's preferences and possibly their previous purchase history, can prepare a selection of items in advance, making the shopping experience more efficient and enjoyable.

Moreover, this strategy bridges the gap between online and physical shopping experiences and fosters a stronger relationship between brands and customers. In-store appointments booked online can lead to higher customer satisfaction, increased sales, and customer loyalty. Shoppers appreciate the personalized service and are more likely to return for future purchases. 

This omnichannel strategy is a step towards a more integrated and customer-centric retail experience in the fashion sector, aligning with the evolving expectations of today's consumers.

3. Physical stores as fulfillment hubs

It’s predicted that ecommerce will account for 30-40% of total retail sales within the next 5-7 years. This could lead to an increase of more than $2 trillion in ecommerce revenue. However, if this expansion predominantly relies on the DTC model, it could result in substantial environmental impacts. 

Physical stores can serve as fulfillment hubs to expedite the delivery process, enhance customer experience, and optimize inventory management. Fashion ecommerce brands can capitalize on their brick-and-mortar presence to create a seamless omnichannel experience. This strategy offers significant benefits, not only in terms of customer satisfaction but also in sustainability and cost optimization for brands. 

Utilizing physical stores as micro-fulfillment centers (MFCs) can help reduce carbon emissions associated with ecommerce shipping and logistics. By shipping products from local stores rather than centralized warehouses, brands can decrease delivery travel distance, leading to a smaller carbon footprint. This approach aligns with the growing consumer demand for eco-friendly practices and bolsters a brand's environmentally responsible reputation. 

MFCs also allow for more efficient use of inventory, as unsold products in stores can be quickly redirected to fulfill online orders, reducing the need for excessive stock and lowering the risk of overproduction. This efficient use of resources can lead to significant cost savings for fashion brands, which is particularly beneficial in an industry where trends and consumer preferences change rapidly.

4. Click-and-collect

BOPIS

Buy Online, Pickup In-Store (BOPIS) or ‘click-and-collect’ as it’s better known, is arguably the most common omnichannel strategy adopted by fashion brands that have a brick-and-mortar network. According to a 2023 Omnichannel Survey, BOPIS services for retail chains in the Top 500 reached 82.7% penetration in 2023. 

Offering click-and-collect services allows customers to place orders online and pick them up at their chosen store at their convenience. This not only enhances customer satisfaction but also drives additional foot traffic to stores. 

BOSS 

Buy Online, Ship to Store (BOSS) is another click-and-collect option that brands can use to mitigate customer’s pain points around limited in-store stock and the inconveniences of returning products. While BOPIS allows customers to purchase items online and pick them up in-store, BOSS allows customers to have their online orders shipped to a physical store.

5. Hassle-free returns and exchanges

Allowing customers to return or exchange online purchases at physical stores (BORIS) is another omnichannel strategy that enables brands to provide a frictionless, connected experience.

Optimizing the returns process is a crucial concern for fashion ecommerce brands looking to enhance their sustainability credentials. Improving returns management is not only about environmental impact but also about a business opportunity. Returns can be reconverted into new sales or positive customer interactions, turning potential challenges into opportunities for enhanced customer engagement and loyalty. 

Brands integrating digital returns solutions like Inretrn to optimize the returns process for profitability, and better meet sustainability standards and consumer laws. One of Inretrn’s key features is the automation of the return process, which allows for full control over customer behavior, reportedly reducing the workload by up to 60%. This includes management of return reasons, incoming return deliveries, and gaining insights into profitability at both product and customer levels. 

Conclusion

There are lots of ways that fashion brands can connect the dots to meet their customers needs and preferences across all touchpoints. Developing a successful omnichannel commerce strategy is all about knowing your customers preferences and utilizing technology to act as the central hub orchestrating your sales channels.

Want to learn more about omnichannel? Download ‘The Complete Guide to Omnichannel for Growing Fashion Brands’ now!