1. The Sill
The Sill was founded in 2012 by Eliza Blank to bring life into her home in New York City. The core idea that plants “make us happier and healthier” remains strong as The Sill continues to grow with around 800,000 followers on Instagram, offering plants, plant care tips, and accessories to a community of like-minded plant enthusiasts.
The Sill specializes in selling houseplants and plant accessories to buyers in the United States, providing options for every type such as succulents, tree plants, palms, and monstera. The brand’s website is organized so that customers can easily find what they need: Is it pet-friendly? Check. Low light? Check. Easy to care for? Check.
The brand provides resources for new buyers or repeat customers by offering helpful content on plant care and providing a virtual appointment for personal consultation.
2. Allbirds
Allbirds is considered one of the best direct-to-consumer (DTC) and multi-channel brands for good reason. This sustainable footwear brand is known for its focus on the impact of its products on climate and fashion.
This B Corp-certified company started in New Zealand with simple designs made from natural materials. Since then, the brand has evolved from an online-only model to a multi-location retailer offering styles of shoes for all ages and genders.
Consider: Buy online and pick up in-store (BOPIS). Allbirds began as an online-only offering but has become a global retailer with stores in North America, Europe, and Asia. If a specific shoe isn’t available at a retail location, shoppers can order it online and pick it up in-store, free from delivery costs and wait time associated with shipping.
Personalized recommendations. Allbirds sends personalized recommendations to buyers for new products based on the customer’s current shopping history. This keeps customers coming back.
Online everywhere. It’s difficult for brands that start online to maintain momentum, but Allbirds thrives through its presence on multiple social channels. They actively collaborate with influencers, sell through social media, and utilize email marketing campaigns. Creating new digital content specifically for those channels is an important way to keep digital content active. Allbirds partners with specific influencers on Instagram and TikTok, sometimes engaging with memes.
3. Glamnetic
Glamnetic started as a dream for artist Ann McFerran. The founder of this magnetic eyelash brand worked on perfecting a product that is easy to use and remove. The brand expanded with press-on nails that are affordable, long-lasting, and easy to take off. It began as an online retail brand but soon expanded its multi-channel strategy, selling products in major national retailers like Sephora and Target.
Consider: Social media ads. Glamnetic ads are everywhere online, and that’s a good thing. Paid social media ads that appear in feeds with compelling videos and content about the brand’s products make it hard to look away. From there, customers can easily search for, and purchase, or find a nearby retailer.
Compelling founder. Not all founders need to be at the forefront of their brand story, but it can be a compelling part of the brand. Ann founded the brand partly to create a product that is easier to wear, leading to millions of orders. Ann genuinely loves Glamnetic products, which is a great social proof for buyers.
4. Warby Parker
Warby Parker is a graduate-level lesson in multi-channel selling. This eyewear brand started as an online store and then expanded into retail, offering eyewear, sunglasses, contact lenses, and accompanying accessories. Warby Parker uses high-quality materials, with distinctive designs and shapes so that buyers feel they are getting a unique product tailored to their style.
Consider:
Taking into consideration: Experimental experience
Source: https://www.shopify.com/enterprise/10-best-omni-channel-retailers-and-what-you-can-learn-from-them
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