When we incorporate modern conveniences like online shopping and curbside pick-ups into traditional retail, we want to remember that digital tools and services are not here to replace the in-store experience. Technological advancements in retail should only make in-store shopping easier, more flexible, and give customers a choice of which channels they might want to operate on. This approach is called omnichannel retailing—a shopping experience strategy that allows customers to interact with brands on their preferred channels.

Omnichannel retailing helps bridge the gap between physical and digital shopping. The purpose of this strategy is to enable customers to use both channels seamlessly so they can browse, buy, and receive products in a way that’s most convenient for them. Some examples of physical channels are brick-and-mortar stores, pop-up shops, markets, and catalogue sales; and digital channels, of course, include company websites, mobile apps, and other e-commerce platforms. Bridging the gap between these channels can be tricky at times, and every store uses omnichannel retailing differently. But there are some strategies that can help all businesses.

You can start by updating your website. Enable features like BOPIS (Buy Online, Pick Up In Store) to eliminate the inconveniences of shipping costs and delivery delays. Offer chat services on your website so that customers can clear up any confusion and ask questions they may have about your products. (Make AI programs strong and accessible but remember that people also like to talk to real employees who work in the store, whether over the phone or through a chat exchange.)

You can make all these services available either on your company website or company app. Shopping through an app may be the most viable retail option for your customers—depending on the product you’re selling. But first and most importantly, you want to maintain a solid, friendly website that allows shoppers to do things like reserve products online before picking them up in-person and conduct easy in-store returns for online purchases. Apps can be an extension of your website but can also be much more. Offer mobile payment methods (digital wallets, Apple Pay, etc.) and mobile self-checkout to fit your retail format. You can also do things like provide loyalty rewards and personalized offers. Get to know your customers through their spending habits. When it comes to curbside pick-ups, the app would be the perfect tool for customers to quickly check to see when their product is ready and where to go to pick it up. Subscriptions and weekly email updates can also ensure customer commitment to your brand.

You also want to maintain some social media presence—to advertise and to fill your followers in on new products, sales, and opportunities. Don’t just stick to one social media channel because different sites like Facebook, Instagram, TikTok, LinkedIn, and even YouTube offer different methods of communication and can reach people. Again, every business uses the omnichannel approach differently to maximize convenience while keeping in-person retail alive and running. The challenge for you is to find a way that works best for you and your customers.