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Do you know the difference between multi-channel and omni-channel retail?

Omni-channel retail delivers a seamless experience for the customer. This means that every way that a customer interacts with a company; whether that’s online, in-store, using a mobile app, via email and more besides, their user experience is fully connected.

To deliver this seamless user experience, retailers must merge their sales with their marketing activity into one central data hub, employing analytics at all levels. But the result is truly customer centric, and by connecting all activities, a seamless customer experience is created. An omni-channel retail experience.

Multi-channel selling is simply selling your products using multiple sales channels. For example, if you sell goods on your website, via a mobile-enabled site, a Facebook Shop and Amazon, then you’re a multi-channel seller. Multi-channel selling reaches buyers on two or more sales channels and these can be connected or not.

What’s the difference?
Multi-channel selling is always part of an omni-channel strategy, but simply selling your products on multiple channels does not create an omni-channel experience. To achieve that, your sales channels, payment methods and other aspects of your business must connect, so that no matter how your customer interacts with your company, the experience is seamless to them.

If you sell to your customers in four ways, you’re already a multi-channel seller. For example, as well as selling via a store, website, mobile app and Facebook Shop, you also have an email and social media marketing strategy that keeps your customers engaged, informed and coming back.

But does that make you an omni-channel retailer? That depends on whether your sales channels and other points of customer engagement all work together.

Here are five questions to ask yourself if you’re not sure:

  1. Can your customers place an online order and select in-store pickup?
  2. Can shoppers click on a sale item in an email to add it to their mobile app shopping list?
  3. Can your retail assistant look up a customer’s mobile app shopping list in-store for them?
  4. Can shoppers log in to your website and see previous purchases, whether that’s in-store, online or via another channel?
  5. Does your loyalty programme update points and rewards to your customer’s mobile app?

An omni-channel retailer can answer yes to each of these questions as all of their sales and marketing engagement is interconnected, creating a seamless customer experience that is the heart of an omni-channel strategy.

In contrast, a multi-channel seller who answers no to the questions is not delivering an omni-channel experience, in fact, they could be creating roadblocks to sales. Managing sales across several channels is great, but the fact remains, shoppers increasingly expect a seamless user experience from all companies, large and small.

How can you connect the multi-channel points to create an omni-channel experience that keeps customers coming back?

  1. Integrate your sales channels
    As outlined above, omni-channel retail is a customer-centric approach to your entire business. To deliver a fully connected user experience, you need to connect as many engagement channels as possible under one roof. The easiest way to start is by connecting your prime engagement points, namely your sales channels.
  2. Integrate your marketing, customer service and fulfilment
    Delivering a seamless user experience starts behind the scenes. The first step is bringing your multi-channel sales data under one roof. From key partners to warehouse staff, everyone needs to understand what omni-channel retail means, how it impacts your customer experience and how it can help you grow.
  3. Omni-channel marketing
    Omni-channel retailers need to shift marketing efforts toward connected experiences, for example, where a customer clicks on a sale item in their email to add it to an app shopping list automatically. Connecting your marketing efforts to customer sales data and online tools like apps creates a seamless experience from the customer’s perspective. That’s the goal of the omni-channel seller.
  4. Omni-channel customer service
    Understanding how and where customer engagement points become sales is integral to any successful omni-channel strategy. As such, your data needs to deliver more than just basic sales information, you need a total picture of the many routes that customers take to complete a sale.

    By tracking multi-channel sales and marketing efforts under one roof, cross-training staff, getting rid of data barriers and using detailed analytics, this helps businesses deliver an omnichannel experience.

OpSuite – The Premier Solution
Since 2004, RMS have been providing retail and hospitality solutions to our diverse range of clients across an equally diverse range of industries. We have the specialist software and management services to enable you to seamlessly make the transition across to omni-channel retail if its right for you and your business.

With the rising demand from customers to interact and buy over multiple touch points, OpSuite Retail Operations Software undoubtedly offers you the premier solution. Whether that’s in-store, using a store kiosk, online, using mobile phones/tablets, catalogues or via customer service sales; your customer now expects a fully connected approach to pricing, promotions and products. Not only does OpSuite provide you with a fully connected user experience for your customers, the software is tailored exactly to your business.

OpSuite is a Cloud managed retail EPoS solution that allows you to efficiently and profitably sell across your multi-channel or omni-channel business touchpoints such as physical store and e-commerce website, all from one system, anywhere in the world, 24/7.

Powerful reports, dashboards and alerts ensure confident decision making and planning right across your organisation. OpSuite also enables you to handle customer loyalty and promotional activities with ease and the integrated chip and pin provides secure and fast payments. Handheld devices can be used for mobile shopping, price queries, queue busting at peak times and regular stock taking in-store.

OpSuite can save you valuable time on everyday operations and help you to grow your business in other areas such as search engine optimisation, as well creating high quality relevant links and advising on social networking to help generate business. The OpSuite reporting tools are very comprehensive and allow you to see exactly what has sold where and when, allowing you to manage your products and stock more effectively.

These are just some of the many advantages that OpSuite can bring to you and your business, if you feel that this is a direction you would like to take, please do not hesitate to get in touch with us to discuss the ‘omni’ benefits of this truly premier retail operations software.

Request a free demo



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Were you one of our winners in the RMS online Christmas competition to win an Aures Yuno EPoS System bundle worth over £1,200! along with some terrific runners up prizes of Aures EPoS products?

The RMS website was inundated with entrants to the competition throughout December and we had great fun drawing the winners.

The list of winners can be found on the RMS website here.

Please feel free to share this Blog article with you colleagues to let them know who the winners were!

RMS regularly runs competitions with fantastic EPoS hardware prizes to be won for your business. If you would like to be notified when the next one starts, let us know here.

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Preventive Maintenance Protects Your EPoS Investment

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We all have a tendency to think of not fixing problems until something is broken.

But when it comes to high value business assets like an EPoS system, the point where something goes wrong is already too late.

Downtime leads to lost productivity, lost sales, lost profits – all round BIG damage to your business.

Like taking your car for an MoT or service, or going to your GP for a routine check-up, preventative maintenance is about proactively ensuring that your EPoS system is always in good working order.

This both helps to catch any potential problems before they can escalate into something which does real damage, and to keep the system fine tuned and performing at its optimum.

Read on to discover Five reasons why it’s important for your retail business to have a preventive maintenance contract in place for your EPoS system.

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As a retailer you have worked hard throughout 2017 delivering a great product offering, compelling marketing activities and wonderful customer service in order to ensure a higher level of footfall in your retail business.

Would you now like to get your 2018 trading off to a successful start by winning a brand new AURES YUNO EPoS SYSTEM?

To celebrate 2017 as its most successful year of trading yet, RMS is giving you the chance to win a fantastic

Enter this FREE competition now for a chance to win an AURES YUNO EPoS HARDWARE BUNDLE and get your 2018 retail trading off to a successful start.


Please feel free to share this competition blog with your colleagues to increase the chances of your business winning!

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RMS supports the Scottish Borders Business Excellence Awards 2017

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RMS is delighted to be supporting the ‘Retailer of the Year‘ category of the Borders Business Excellence Awards 2017. organised by Scottish Borders Chamber of Commerce.

In today’s era of immense choice for consumers and increased digitalisation, retail customers are not only discerning about what they want, but are putting new demands on retail customer service, and consequently retailers are having to make extra efforts to meet these consumer requirements and ensure a competitive advantage.

RMS understands the importance of highlighting retailers’ achievements and giving them the recognition they deserve for the hard work they put into growing their business – and also the positive impact that this has on the Scottish Borders community.

In recognising the challenges which all retailers face in exceeding customer expectations, maximising omni-channel capabilities, boosting efficiency, productivity and profitability in all areas of their retail business, RMS works closely with retailers to guide them on how to realise their goals.

Our Cloud managed OpSuite Retail Management Solution EPoS software is a UK market leader in the provision of strategic, innovative, retail-specific solutions that make a positive impact on achieving better retail profits through effective sales, purchasing, stock control, pricing, promotions, loyalty programs, warehousing and web store management.

We are proud to be part of recognising well-deserved work in this vibrant channel and look forward to continuing to work with retailers in the Scottish Borders during the coming year, and supporting them with exciting opportunities to further the growth of their businesses through OpSuite Retail Management Solution EPoS software.

RMS is a UK market leader of EPoS hardware and software solutions enabling your retail operation to win now and in the future.

We care about your business, if you have questions about how your retail business can benefit from our OpSuite Retail Management Solution EPoS software, please contact us today on 01750 700 527 or via our on-line enquiry form

We look forward to helping you with the future EPoS needs of your growing business.

You can also follow RMS on Social Media for all the latest information on the great benefits, features and deals on EPoS Hardware.

Mobile Computing Devices – The Retailer Benefits

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In today’s era of immense choice for consumers and increased digitalisation, retail customers are not only discerning about what they want, but are putting new demands on retail customer service, and when they have made a decision, they want it now.

Brick-and-mortar retailers are not just competing with each other, they are also competing against successful on-line retailers. Compared with a simple and quick purchase from the couch at home, it is especially important for retailers to create faster and simpler ways to make brick-and-mortar purchases.

With the use of mobile devices at the POS, retailers are able to step up to the challenge and satisfy the customer’s need for pre-purchase information whilst in-store, through the integration of all relevant distribution channels.

Today’s retailers need to meet these consumer requirements to ensure a competitive advantage. One of the most important ways an advantage can be acquired is by sales assistants utilising mobile devices in-store. By using them, the sales assistant can get informed more quickly and efficiently, and therefore improve customer service and increase sales turnover.

Read on to discover more on why mobile computing devices can benefit your retail shop. Continue reading

Your business is at threat in the digital extortion war being waged by Ransomware?

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The incidences of Ransomware attacks on businesses is now at a frightening level, and still increasing, despite there being an armoury full of tools and methods which can be utilised in defence of your business system.

RMS has recently been called upon to assist several clients whose Back-office EPoS system became infected with Ransomware, probably as a result of someone in the clients business clicking on a seemingly innocuous looking link within an email. Until the system was rescued, the effect of the Ransomware on the clients business was disastrous with the system being inaccessible and unusable.

For a busy retailer having Ransomware on your back office computers and servers truly is a disaster to your daily operations. An inability for till transactions to be backed-up, for new products to be recorded into stock, to change product prices, and even check emails, are just some of the effects it can have on your business.

We care about your business and hence the reason for this Blog article asking you to take care of your EPoS and IT systems.

Read on to discover how to protect your business. ……..

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