About the Author

Cassandra Gaston

Marketing Coordinator

Published

About the Author

Cassandra Gaston

Marketing Coordinator

Published

About the Author

Cassandra Gaston

Marketing Specialist

Published

About the Author

Cassandra Gaston

Marketing Coordinator

Published

About the Author

Cassandra Gaston

Marketing Specialist

Published

About the Author

Cassandra Gaston

Marketing Specialist

Published

About the Author

Cassandra Gaston

Marketing Coordinator

Published
in Business 4 min read

Brick and Mortar or eCommerce: Do You Have to Choose?

As the number of shoppers switching to eCommerce continues to rise, many retailers are left worried about the future of their brick-and-mortar stores. A simple Google search has a slew of articles depicting both hopeful and bleak futures. Rather than waiting to see what will become of brick and mortar, shifting the focus to an omnichannel strategy is an alternative that has the potential to both save brick-and-mortar stores as well as boost overall sales.


Omnichannel eCommerce is a customer engagement strategy that combines multiple channels of retail to provide both an online and offline experience.This approach is ideal because the online component and the brick-and-mortar component complement each other well, and further brand recognition. Some businesses worry about cannibalizing their own revenue by implementing an omnichannel strategy; however if executed properly, this can actually drive sales for both channels resulting in an increase in the bottom line.


With much of society taking an I-want-it-now approach to making purchases, many consumers desire the opportunity to make a quick purchase without a lengthy shipping time, or having to pay additional fees for rush shipping. A great omnichannel solution feature is the ability to buy online, pick up in-store (BOPIS). This option has become increasingly popular with brands that have both an online and offline presence, which makes it easy for shoppers with last-minute purchases. This functionality can also be customized for a better user experience by alerting customers when the item they bought online is ready for pickup in the store.


The ability to check a store’s inventory is another great way to marry the online and brick-and-mortar presences. If a customer wishes to purchase a product from a store but wants to know that the item is in stock, the privilege to check the retailer’s website to see which nearby location(s) has the item available is an excellent feature that increases overall foot traffic. Some brands go so far as to show where in the store the customer will be able to find the item.


With Broadleaf, your brand can create a customized omnichannel platform with features that include: BOPIS, store selection, in-store item location capabilities, and Smart Search. You also have the advantage to group customers into custom segments based on geography, site searches, order history, items in cart, loyalty status, and order totals.


If you’d like to know more about how Broadleaf can help you create a seamless omnichannel presence, request a 1:1 demo of the framework or contact Broadleaf to tell us more about your eCommerce needs. Still not sure? See the full breakdown of Broadleaf’s Omnichannel Edition and features at https://www.broadleafcommerce.com/omnichannel.