Rumour has it that online stores may well be complementing high street stores, working with them now rather than against. So while multichannel retailers are racking up sales online, they come as additional revenue, for the tills are still ringing in store.

This comes as good news for supporters of omni-channel retailing, indicating even more that this could truly be a new wave of shopping to line the pockets of the brands and retailers. As one in three people already use multiple channels when shopping, according to a report by eBay Inc, the opportunity is ripe to interlink all retail channels and have them working together in harmony.

Of course the essence of omni-channel really lies with the customer, who armed with technology at their fingertips is lapping up the prospect of having a new, convenient and flexible way of shopping. Tanya Lawler, VP of eBay in the UK, says: “Smart retailers are putting customers at the centre of their strategy, offering what they want, when they want it, wherever they are. The result is the omni-channel ecosystem where channels complement each other and provide a seamless experience to shoppers as they hop from channel to channel, transact and decide when and where they want their purchase through features like order ahead, in store pick and delivery”.

Retailers that are ready to ‘live’ the omni-channel ecosystem may want to take advantage of the following tips:

Have a presence across a broad range of retail channels. Retailers need to be flexible in their approach and constantly monitor how their customers use them. For instance recognising that online sales are increasing may provide an opportunity for the retailer to rethink the job of the physical store. The shop floor could become a show room to back up the product interest from online enquiries and sales.

Make use of appropriate technology in store. Providing staff members with tablets for use when serving customers on the shop floor or behind the scenes for stock management is a simple way to enhance store experience and processes. The installation of kiosks is also recognised as a positive tool to encourage customer interaction and increase sales by providing the ability to showcase an entire product complemented by click and collect ordering.

Encourage staff to think about the brand strategically across all channels. They need to consider how their department can benefit and grow from the capabilities available to them through these channels. A warehouse for example may be able to support online sales by providing a location to manage distribution from.

Consider how physical assets can be used differently. In what new and innovative ways can resources be utilised, in order to keep them part of the functioning channels that support the business? How they can work together with the other thriving channels? One idea may be to turn warehouses into collection points for online click and collect services.