“Omnichannel” The future of Indian furniture industry

Authored by: Raghunandan Saraf, Founder and CEO of Saraf Furniture
Today's customers buy furniture in a new way. Buyers begin by browsing for ideas online and then begin investigating specific items, either by examining them in stores (online or offline) or by seeking professional guidance.
The Omni channel retailing offers furniture makers and distributors a vision of next-generation online retail and a consumer experience that mixes digital and traditional features to meet the requirement of today’s modern consumers. Omni Channel entails meeting the demands of customers at every point of contact and offering the same features and functions and experience across channels, regardless of how a buyer chooses to engage. Businesses must pay attention at every point of the consumer journey: discovery, research, purchase, support, customer service and returns, and relationship development. Simply defined, Omni channel means meeting consumers wherever they are and offering outstanding service at every touch point, which includes brick-and-mortar stores, phone calls, and branded websites. Online markets, applications, social networking, and so on.
Several furniture stores began their online journey by focusing on their online presence and attempting to grow it rigorously, which resulted in most furniture brands opting for an Omni channel approach to reach a larger mass as it is considered one of the easiest ways to grow the business even in the midst of a calamity.
Mentioned below are some of the primary reasons: 
 
1. Customer retention and loyalty are quite high
Customers are more likely to stay with Omni channel businesses. They will always purchase from a brand they recognize, and Omni channel marketing can give a realistic service across several platforms. Each of them has a distinct and customized offer for each buyer.  As a result, Omni channel experience is the ideal option to cope with the range of means at their disposal.
2. The ability to choose
Consumers may pick from a vast range of possibilities and end up recognizing something that they need, increasing the likelihood of leads converting into purchases. Although there are several advantages to e-commerce, we cannot ignore its drawbacks. The following are some examples of when e-commerce falls short. These examples demonstrate why brick-and-mortar retailers cannot be eradicated.
With Omni channel commerce, whether the consumer by online or in – store, they have the option to select the product online or have it delivered to their house or pick it from the storefront. As a result, people may enjoy the convenience of making a decision add their convenience while also ensuring that the product meets the needs.
3. Insufficient Credibility
When it comes to digital buying, authenticity has always been a source of concern since individuals are afraid of being taken advantage of. Building consumer trust and future connections for a brand is vital. It's one of the reasons why people choose to buy furniture in a physical store rather than online.
4. Reach out to new consumer segments
Businesses profit from an Omni channel approach since it allows them to access new consumers a wide since social media is one of the platform where businesses meet new consumers and spend the majority of their time, clients want 24-7 care and instantly available answers to problems and AI and chat bots are being explored to handle common issues quickly. Companies who devised innovative ways to implement an Omni channel strategy will win over new customers and survive in the future.