| |July 20179CIOReviewA smart retailer can ensure to `touch' their target audience using digital media effectively across malls, homes, office-complex and even at the social networksstore in New Delhi. The Retailer must `reserve' that product immediately after the sale and get that product moving down to Bengaluru at the first available opportunity. This poses another big challenge with timely deliveries, quality delivery and cost optimal delivery mode.Earning Customer LoyaltyWhile customer is not paying for any of the packing and shipping activities, those costs are additional to the retailer in the Omni channel environment. But the `cost of losing' a customer outweighs the additional costs. Omni channel demands highest level of customer responsiveness at stores, online, warehouses, transport and at customer service teams. The backend teams who were hitherto unaware of the front-end customers and the need for quality packaging, shipping and follow-ups must be taught to adapt to the new demands within this Omni channel world. Cost of a lapsed delivery, badly packaged product or a wrong product may lead to an immediate return of the product damages the reputation of the retailer. Reverse logistics costs can bleed the retailer more than ever before under Omni channel environment.Converting Visits into SalesWhile Omni channel offers a great opportunity to acquire and impress the customer, the same opportunity may exert enormous pressure on the inventory availability, serviceability and the costs of doing business. But without Omni channel the modern retailers especially in the fashion retail may struggle to improve profitability. A smart retailer can ensure to `touch' their target audience using digital media effectively across malls, homes, office-complex and even at the social networks and most importantly `convert' that touch into a real sale and deliver a superior customer experience! That's the strength of Omni channel Retail and has all the indications to be most appreciated by the consumer! Dr. Anil Chinnabhandar
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