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Omnichannel (or omnichannel commerce) is a new approach of multi channel in which it creates revenue by giving the customer the one and only buying experience no matter they implement the purchasing action on a mobile app, laptop, desktop or in brick and mortar stores.
Many people see multichannel and omnichannel is only one solution, but the difference is if multi channel approach customer in many channels, so omnichannel further more, help them get the same value in those many channels which are integrated together closely behind.
For example, when a company implements omni channel solutions for their business, the customer service department in brick and mortar shop could immediately export the customer’s earlier shopping data and the customers are able to purchase and receive value as much as they do in the online store like using a promo code, receiving credit. Or the buyers are able to use their online devices to choose to check the goods that they want, order online, and then go to the nearest address and pick them away, easier and ever before.
1. The advantages of omnichannel for e-commerce (and normal commerce) business
Enhance performance: Creating an omnichannel strategy for retailers makes merchants give their customers an identical experience among all platforms. Also, the merchants could react to their customer’s demand with a diverse set of data about goods, price or promo program.
Hence, the customers can really feel the persistent throughout the chain of business: from the physical store to web store or even in support department by phone. So, the real-stores become just one part of the primary supply chain. If client purchase something in physical store, it means that they could access to information about product through many channels
Improve data centralize: When a brand appears in front of the eyes of the customer through many channels, the result must be customized for every single customer. When a business could follow customer’s action, their priority or their favorite kind of product, they can provide them the fittest thing they have. In another way, omnichannel (or integrated multi channel) give businesses idea about how to provide things that would urge the client to engage more, love more, and get back. This will enhance the chance of huge purchasing.
Better profit: If an online structure which is created for sale purpose is well-established, it would decrease the occurring of mistake in supply chain. In the classic retailing market, big discounts are only offered to those products are no longer quickly sold. However, by implementing omnichannel solution, companies can sell everything with normal price in worldwide market.
2. Keynotes for establishing a plan of customizing omnichannel experience for every single customer
Website and email customization: The fastest ways to achieve the new level of revenue are customized web and email for each group of customer because they are clear to indicate performance. Also, they simply to do, thus be the point of beginning. The main purpose is to create and enhance product suggestions which are designed for each buyer throughout your website while split test the conversion.
By holding tools like email address, customer’s telephone number or any other information about customer that you gathered while customer engaged with website, you can use those 2 channels to develop emails that give customer the best personalization as you could to offer them products, services that fit.
Mobile customization: After developing a product, content and offer suggestion on website, then the best strategy to implement right now is setting mobile & tablet customization that use location to increase the experience for customers and generate local targeted offer. You would need to reuse the same information created personalization email to streamline the mobile channel and sharing data across all channel then customers would have seamless experience.
In-shop customization: and after implementing mobile strategy, the third step is to create the customization. The fastest way to develop in-store customization is equipping your sale personnel with tablet and mobile devices for clienteling.
Recording in-store buying data can be a little bit of a hard task because the POS systems are not often integrated with the internet channels. Hence, you’ll use the same customer information integrated with the other channels. Once this inner network is established, the effect is a smooth omnichannel personalization experience in every the online and offline actions.
Customization of the communicating center: The final step is the customization of the communicating center, equipping the telephone-based and online customer support agents with offers and product suggestions that are compatible to every single buyer.
In 2017, an omni-channel retail management system is starting to be the best solution for big company (and medium or small) because there is not only one channel that is better than others, so business in future is about being in the right market with the right strategies. The enhancement of technology means that any e-commerce company has the possibility to chasing an omnichannel strategy and see it works!
For more information about Omnichannel and Case Studies, please check out these useful posts: