RSR Research: Cross-channel, Omni-channel, Any-channel - Maybe It's Time to Let Them Go
Through a special arrangement, what follows is an summary of an article from Retail Paradox, RSR Research's weekly analysis on emerging issues facing retailers, presented here for discussion.
I've started a little side gig blogging for Forbes.com. This has caused me to adjust my writing style and topic choices to suit a more general audience. I can't assume they're techies or retailers. They're readers.
One week I planned to write a piece about cross-channel retailing. I thought I was being clever by avoiding "The O Word," omni-channel. I decided to go with the seemingly plain vanilla "cross-channel." A casual chat with a long-time friend made me realize that even that term was lost on much of the non-retail world. When I said, "I'm going to write about cross-channel retailing," she replied "What's that?" Oops. She's no dummy and knows a lot of my lingo, but the term was lost on her.
Shortly thereafter I spoke with a friend who had been to a large retailer's website looking for patio cushions (to pick up in the store). The website she went to showed inventory for some, but not all their patio cushion SKUs. She called and asked, "What the heck is wrong with these people?"
This really got me thinking. Here are some of my conclusions:
The consumer really doesn't care about our problems. She expects consistency, not a science project, when she goes shopping. I have to say a retailer would be better served not showing any in-store inventory in a particular category if it can't show all of it (or at least a "call to check" note). We don't get any credit for showing "some numbers" since they may not be the numbers the customer wants.
I think the "treasure hunt" metaphor is getting tired. The argument used by retailers who differentiate online from in-store inventory is that it's a customer treasure hunt and customers like it. I'm not buying it anymore. Treasure hunting is a hobby and consumers don't have time to play. If H&M can afford to show their products online, so can any retailer (grocers excluded). I'll guarantee very few have lower price points.
So, for the purpose of general conversation, I'm retiring terms like cross-channel, omni-channel, any channel, converged channel and any other term that customers won't understand. We're retailers. We sell stuff. And we'll have it wherever and whenever you want to buy it. That's what retailers do. Shopper expectations are high — we'll have to meet them. And while I'm very aware when I'm lapsing into "geek," it turns out I'm far less conscious of retailer insider terms and notions.