OmniChannel Strategy: What is OmniChannel?
The omnichannel strategy is a sales approach that seeks to offer customers a seamless shopping experience; whether the customer is shopping online from a PC or from a mobile device, by phone or in a store.
The omnichannel strategy arises from the need for companies to adapt to a networked customer, eager for information and immediacy. The omnichannel strategy implies to talk with customers through the channel they prefer. The omnichannel strategy involves the ability to start a search or transaction in one channel and finish it in another: it means a single, integrated experience. A transaction involves: the research before a purchase, buying, returning, and the pre-sale and post-sale as well.
All Omnichannel experiences use multiple channels, but not all multichannel experiences are Omnichannel. Remember that you could do amazing mobile marketing, engage in social media campaigns, and have a well designed website; but if they do not work jointly, they are not omnichannel.
Make sure your marketing strategies are aimed at allowing customers to make transactions through any channel. Why? For the buyer who purchases in stores and also online is your most valuable type of customer. According to a 2015 study by IDC, this kind of buyers has a permanence rate 30% higher than those who buy by a single channel.
New technologies are faster, cheaper and more versatile. Retailers can reap the benefits of omnichannel purchases, but only if they know how to attract and connect with these highly desirable consumers.
It requires a thorough understanding of how these buyers behave. Structuring the company to act according to these ideas is also required. Let us be honest: it is much easier said than done.
If people are looking for a product on their phones, there is nothing more useful than an image of that product with its description and price. Easy access to this information means a smooth sliding door to a brand.
Not only does the shopping experience include the store visit, but finding several vendors, comparing prices, quick and uncomplicated returns, and so on.
Customers want they all. They want the benefits of digital technology, a wide selection, rich product information, customer reviews and advice. They want the benefits of physical stores such as: personal service, the ability to touch products and shopping as an event and an experience. (The online traders take note)
The different segments of customers value the parts of the shopping experience differently. But all tend to prefer the seamless integration of digital and physical worlds.
Keep up with the times. Set up your omnichannel strategy for success
Check out if your employees and teams are ready to support omnichannel purchasing behavior. The omnichannel mentality is a key point here: encourage the employees to support the experience. Otherwise, the organization could be hindering theirown goals.
For example, e-commerce teams are rewarded only for online purchases. Hence, they are liable not to run campaigns that generate sales in stores. Similarly, make sure your store teams are rewarded for their contribution to the sale, even when it finally happens online.
The most important thing is to give your customers what they want: instant relevant information no matter where they are or what device they are using. The client may use a PC to check the inventory of your store on your company website of the, purchase the item later with a smartphone or tablet and pick up the product at the place chosen by the customer.
The common goal is to attract these most loyal and valuable omnichannel buyers. Focusing on their wants and we will create a perfect shopping experience that is likely to boost sales throughout the organization.
Nowadays marketers can send codes coupons and deals to the customers’ mobile devices. They can optimize your search terms and location-based promotions. They can provide targeted offers to customers that sign in through external platforms like Foursquare. The list of possibilities is increasing.
Retailers can interact with customers through many channels: websites, physical stores, kiosks, direct mail and catalogs, call centers, social networks, mobile devices, gaming consoles, televisions, appliance, networked home services, and more. Conventional traders are likely to be swept away; unless they adopt a new perspective: that allows them to integrate different channels into a single perfect omnicanal experience.