B2B Omnichannel Retailing: 9 Trends to Watch Out for in 2024

Shopping has long been a therapeutic experience. You could not keep up with your health goals and buying a new yoga mat can give you the chance to restart with new vigor. But with that hope comes a nugget of doubt, will this work? Or am I just giving in to my whims? This is the point where more information can help you make an informed decision. The real problem, however, is seeking out this information and not finding adequate answers. Omnichannel retailing gives companies a chance to reach out to their customers at the right time and in the right place.

What is B2B Omnichannel Retailing?

Advantages of B2B Omnichannel Retailing

2. Higher Customer Loyalty

4. Keeping up With Information Overload

6. Customer Comfort

8. Understand Pain Points

1. The Rise of the Phygital Experience

2. Plugging Leakages and Improving Efficiency

For example, earlier a salesperson had to go and take orders from each store, if they were to enter the wrong requirement by mistake, a whole process to return the extra units of SKUs would have to start. With technology integration brands can make this whole process digital. Store owners can place orders using chatbots, giving the salesperson more time to build meaningful relationships.

With Google’s announcement to phase out cookies, the era of third-party data is waning, making first-party data collection crucial. To plug this gap brands are increasingly adopting integrated technology solutions to capture and utilise their own data better. CRM, Sales Force Automation, and Loyalty programs are converging to create a holistic view of the customer journey. 1Channel, the sister company of Channelplay, offers a comprehensive retail channel-tech stack that seamlessly integrates these crucial components. This unified platform empowers businesses to make data-driven decisions, enhance customer experiences, and ultimately drive revenue growth.

4. Low-Touch Distribution

5. The Showroom Reimagined

6. Beyond Personalisation

7. BOPIS: Embracing Convenience

By offering BOPIS, retailers can meet customers' desire for speed and control while also driving foot traffic to physical stores. This omnichannel approach creates opportunities for cross-selling and upselling, as customers may be tempted to explore additional products while in the store to collect their order.

Social media platforms have transformed into powerful marketing channels. Beyond promoting products, businesses can leverage these platforms to build communities and foster customer engagement. By creating compelling content and interacting with customers, retailers can strengthen brand relationships and drive sales. The role of salesperson has evolved to be a product/service consultant. The customers expect more than just product specifications but rather want meaningful interaction with the sales staff.  

Social media platforms have transformed into powerful marketing channels. Beyond promoting products, businesses can leverage these platforms to build communities and foster customer engagement. By creating compelling content and interacting with customers, retailers can strengthen brand relationships and drive sales.

1. Integration of Digital and Physical Elements:

2. QR Integration:

3. End to End Branding:

4. Sales Training:

5. Omnichannel Loyalty Programs:

With 1Channel - our full-channel tech stack - collecting and measuring data to create and analyse your omnichannel strategy will be a breeze.

Conclusion

B2B omnichannel retailing is no longer optional—it's essential for staying competitive in today's rapidly evolving retail landscape. These nine trends represent the direction where successful retailers are headed, blending digital convenience with physical experience.

Key Takeaways:

• The phygital experience combines the best of digital convenience and physical touch-and-feel shopping
• First-party data collection through integrated CRM and loyalty programs is becoming crucial as third-party cookies phase out
• Low-touch distribution and reimagined showrooms are redefining how B2B customers interact with products
• BOPIS (Buy Online, Pick Up In-Store) creates opportunities for cross-selling while meeting customer convenience demands
• Omnichannel loyalty programs ensure consistent customer experience across all touchpoints

Embrace these omnichannel trends to create seamless customer experiences that drive loyalty and revenue growth.

Frequently Asked Questions

1. What is B2B omnichannel retailing?
B2B omnichannel retailing is an integrated approach where businesses provide seamless customer experiences across multiple channels—online, mobile, in-store, and through sales representatives—allowing customers to interact with brands however they prefer.

2. Why is omnichannel important for B2B retailers?
B2B buyers now expect B2C-like experiences. Omnichannel enables businesses to meet customers where they are, provide consistent information across touchpoints, and build stronger relationships that drive higher customer lifetime value.

3. What is the difference between multichannel and omnichannel?
Multichannel offers multiple separate channels, while omnichannel integrates all channels into a unified experience. In omnichannel, a customer can start on mobile, continue on desktop, and complete in-store with full context preserved.

4. How can retailers implement phygital experiences?
Combine digital elements like QR codes, interactive displays, and mobile apps with physical store experiences. Enable features like virtual product trials, digital catalogs in-store, and seamless online-to-offline transitions.

5. What role does technology play in omnichannel success?
Technology is foundational—CRM systems, sales force automation, loyalty platforms, and data analytics must integrate seamlessly. Platforms like 1Channel provide unified tech stacks for comprehensive omnichannel management.

6. How do you measure omnichannel success?
Track metrics including cross-channel conversion rates, customer lifetime value, channel attribution, customer satisfaction scores, inventory accuracy, and the percentage of customers using multiple channels.