Omnichannel for chain stores is a strategy to synchronize all sales and service channels (physical stores, websites, Zalo, Facebook, call centers) into a single system of inventory, orders and customer data. The goal is for customers to view products online, come to buy at the store, ask for returns via Zalo, and receive consistent answers and service everywhere. Good omnichannel chain stores retain customers better because the experience is not interrupted when customers move between channels.
TL;DR
- Omnichannel chain stores = synchronize inventory, orders, customers between online and offline.
- The biggest problem of the chain: each store has a different data type, not knowing the total number of customers.
- Deployed in 5 steps: standardization, inventory synchronization, common customer profile, cross-channel orders, measurement.
- Omnichannel chains increase order value thanks to online customers going to stores to buy more.
Why do chain stores need omnichannel?
Chain stores face three problems that one-stop businesses do not:
Each store is a "world": Inventory is not synchronized, customers come to ask for all the goods and don't know if other branches still have them.
Unable to see customers at the chain level: Customers who buy at 3 different branches are counted as 3 new customers.
Online channel leaves offline channel: Online application and application at the counter in both systems, warranty/return customers must declare again from the beginning.
Omnichannel solves all three with one chained platform.
5 steps to deploy omnichannel for chains
Step 1: Standardize basic data
Product consistency: SKU code, name, price are the same in all channels.
Unify the process: returns, returns, reservations applicable to all stores.
Remove "private Excel" for each branch.
Step 2: Synchronize inventory in real time
One general warehouse, branches are kept together.
Online customers see the truth; Customers go to the store to ask questions and get accurate answers.
Enable goods transfer between branches when out of stock on site.
Step 3: General customer profile for the entire chain
Use phone number as key: customers who buy from any branch/channel will combine them into one profile.
Employees of any store see purchase history, offers received, preferences.
Personalization: suggest the right product based on total purchase history (see Customer Profile 360).
Step 4: Processing cross-channel orders
Customers who order online can pick up/exchange at the nearest store.
Online application received at the counter: staff quickly checks by phone number, no reprinting of documents.
Chat with the store via Zalo/Facebook: staff can always see orders and inventory to give correct advice.
Step 5: Measure at chain level
KPIs for each store and the entire chain: revenue, backlog, safety.
Channel analysis: how many online orders are received at the store, which channels lead customers to the counter.
Regular chain meetings based on unified data, not based on "branch feelings".
Specific benefits when done right
Customers without interruption: Watch online, buy offline, ask on Zalo, all the same story.
Increase order value: Online customers who go to stores often buy more (upsell at the counter).
Reduce dead inventory: Inventory is clearly visible throughout the chain and can be rotated between branches.
Better consultants: see customer history instead of asking again from the beginning.