Business View Magazine | January 2021

19 BUSINESS VIEW MAGAZINE JANUARY 2021 But as well as convenience, social media is an effective shopping channel as platforms are key influences on consumer consumption decisions anyway. In fact, 80% of Instagram users and 68% of YouTube users say content on the respective platforms helps them decide whether to buy a product or service. As more businesses realise the impact of these platforms, we’ll see social media being added to an increasing number of online sales strategies. Omnichannel brands Many are hopeful for a return to some form of normality in 2021. And with the potential reopening of physical retail, businesses will be faced with the opportunity to maximize their presence and in turn, sales through both online and offline channels, creating an omnichannel brand offering. This way, brands will appeal to a larger customer base. And no matter which channel a customer chooses to use to interact with the brand, they can expect a consistent quality of service and overall experience. But in 2021, what many will realise is the challenging nature of upkeeping both channels. Of course, there will be a greater financial burden due to property costs and employee wages, which will only be felt deeper due to the volatile, COVID-struck economic climate. So instead, a true omnichannel experience will be created through integration and innovation whereby each channel is used to support and supplement the other. For example, we’ll see retailers using their physical locations to relieve some of the pain points of the online service, such as delivery and returns processes. Some retailers are already excelling in this, including the likes of supermarkets, Next, John Lewis and Argos who have all integrated click and collect services and other smart shopping options firmly into their primary offering. As technology and creativity moves on, we’ll also begin to see an increasing