Small Retailers: Smart Omnichannel Strategy Without Seamless Obsession
Amsterdam, woensdag, 2 juli 2025.
Retailers must approach their omnichannel strategy pragmatically in 2025. Instead of striving for a completely seamless experience, it is more important to achieve practical integration of sales channels. The focus should be on efficient customer engagement and feasible technological implementation. Experts advise small retailers not to get stuck on the ‘seamless’ ideal, but to choose a coherent and reliable strategy that truly improves customer experience. The key is to enable different sales channels - such as physical stores, websites, and social media - to communicate intelligently while keeping customer experience at the centre.
Omnichannel Strategy: Pragmatic Approach
Small retailers must focus on a realistic omnichannel approach in 2025. Research indicates that the goal is not a completely seamless experience, but practical integration of sales channels [1]. Experts emphasise that companies should concentrate on efficient customer engagement and feasible technological implementation [2].
Channel Communication as Core Strategy
The crucial challenge lies in enabling different sales channels to communicate intelligently. Statistics show that 91 percent more customers are generated by companies with a thoughtful omnichannel strategy [3]. Moreover, these businesses experience an annual revenue growth of 9.5 percent, compared to just 3.4 percent for companies without a clear strategy [4].
Technological Implementation
Small retailers should not get lost in technical complexity but focus on practical solutions. Research demonstrates that 80 percent of consumers prefer platforms offering personalised experiences [5]. The primary challenge is creating a cohesive customer experience without excessive technical efforts [6].