Many retailers try to implement an omnichannel strategy, but they still think channel-centric. You can distinguish the multichannel approach from the omnichannel approach as a collection of separate channels and not as a holistic system working as one. For the customers, the distinction is blurred. They’re not aware of it , but they don’t want to notice that they are switching channels. They just expect the experience to be seamless.
Creating an omnichannel experience can be pretty expensive. Especially, when aggressively growing competition sets irrationally low delivery or product prices. For consumers, this is great: prices are lower, delivery is faster, and there are more choices. But for the companies, it’s challenging to plan their investments so that they will get a decent return.
The key to the omnichannel approach is the seamlessness of the experience. You have to integrate all your marketing channels like websites, mobile, in-store touchpoints, social media recommendations, etc. The product information and brand message should be clear and unified across the channels and the interactions should be smooth. Your company’s internal systems, like ERP, CRM, PIM, must also be consolidated. And all customer data from all possible sources must be collected, and stored in one repository for analysis.
Synchronizing and analyzing data from all channels… To develop your omnichannel strategy, you’ll have to process huge volumes of data collected from various channels. Every part of it is valuable, from customer feedback, to the product information, inventory and security data, and competitor information. You gather the information from all kinds of online devices + offline shops. It’s not enough just to collect and store all of this data, you also have to analyze it and use it as leverage for growth. To get the results you need to build effective data management strategies and use the proper technologies you need.
Businesses often try to go omnichannel using manual, paper-based processes. A simple but important requirement, again, is to implement a technology base, automating internal processes.
You can ensure omnichannel personalized service only if you are able to track users during all their cross-channel interaction with your brand.
You should apply a centralized engagement strategy. An old-fashioned customer engagement strategy developed for multiple but separate channels will not provide the omnichannel connection between a business and its customers. You have to understand the behavior of your customers across channels and map their journey.
