a new consumer experience – WAU
Omnichannel is a strategy of simultaneous and interconnected use of different communication channels, with the objective of strengthening the relationship between online and offline, thus improving the customer experience. This retail trend allows the convergence of the virtual and the physical.
(Click on the player to hear the narration of our post!)
In this post you will learn the concept of omnichannel and understand the reasons why this term became so well known and used today.
I advance that the omnichannel strategy is both a innovation as a response to customer demand for a better, more complete shopping experience with fewer barriers between online and offline.
And to start talking about that term first, let’s understand its meaning. Come on!
What is omnichannel?
The omnichannel strategy is based on the simultaneous and interconnected use of different communication channels, in order to strengthen the relationship between online and offline, thus improving the customer experience.
If we distinguish the term omnichannel, we have the prefix “omni”, which in Latin conveys the meaning of everything and the whole. “Channel” is an English word that can be translated into London as a channel.
That is, the closest meaning would be something in the sense of all channels.
However, this is not enough to understand the power and scope of this term.
When we limit ourselves only to the semantics of the word, we may end up confusing omnichannel with multichannel and crosschannel – other terms that are also widely used.
All concern user experience with the channels offered by the brands. Therefore, they can convey the false feeling of having the same meaning.
To prevent this from happening, we have separated each of the terms below with their respective definitions and examples. Check out:
When we talk about multichannel we are faced with the prefix “multi” that refers to a lot or many.
An example of a multichannel strategy is when a company offers multiple purchase channels, such as website, app and physical stores.
However, they are not connected. Salespeople who work in the physical store do not know about the purchases that were made by the application and / or on the website and vice versa.
There is competition between the purchasing channels and there is no exchange of information between them.
The prefix “cross” in London means to cross.
In a strategy crosschannel a brand’s channels can cross as follows: the purchase can be made online on the website and the withdrawal of the purchased product can be done in the physical store.
In this way, there is no competition between the channels, since they start to complement each other.
As we said at the beginning of the post, the prefix “omni” refers to everyone, in this case, all the channels of a company are connected.
You can use the brand’s app to check if there is the specific product you want, even inside the physical store.
If you find it through the app, you can place an order with one of the sellers of the physical store and choose to receive delivery at home.
Did you notice how all the purchase options are interconnected simultaneously?
Thus, one channel helps the other to offer an increasingly better shopping experience and to further strengthen online and offline relationships..
Why is there so much talk about omnichannel?
The strategy of transforming consumption into a unique and increasingly practical experience is a challenge that several companies are trying to achieve. This is because consumers are more demanding and want more convenience.
Offering online channels for purchases and customer relations is no longer a novelty, but a requirement for brands that want to continue to survive in such a competitive market.
As we have seen, omnichannel offers a new and more complete shopping experience for the user and that is why this term is so used lately.
Even though it is already practiced by some brands, this strategy is still relatively recent and can be the differential that your business needs to stand out from the competition.
Benefits of an omnichannel strategy
Investing in a better experience for your clients allows several benefits after all, all this work has the objective of leaving them more satisfied.
By making them happy, your business is more likely to improve:
- the services offered;
- at sales;
- the process of loyalty;
- and the Image your brand.
With this strategy, all points of contact with the customer are developed in order to optimize these processes. And that represents a valuable gain for your company that can grow from this analysis.
How to turn your business into an omnichannel?
Now that you know more about the omnichannel strategy and its advantages, let’s learn how to apply it in your business.
As we already said here in the post, the goal is to improve customer satisfaction. And to conquer this challenge, the first step is to know the persona your business.
With it created, it will be possible to know a lot of information, among them, your buying habits. This knowledge will allow your company to better understand the demands of these customers and offer something really valuable and appropriate.
That done, it is already possible to go to the next step: integrate your company’s channels. With the channels defined, it is necessary to personalize them according to the information obtained in the construction of the persona.
This integration means aligning the online environment with the offline one so that there are no gaps for the user and, of course, between the areas of your company (sales, marketing, support, etc.). Only then will it be possible to offer a true omnichannel experience.
After that, we arrived at the moment of test everything that has already been done. In addition to checking the operation, it is also necessary to assess the quality of the integration and channels.
To do this, ask for help from people who have an appropriate profile with that of your persona – after all everything that was done was thinking for her – to test the implementations.
By following these steps, you can reduce the risks and failures of your omnichannel strategy, and you can still find out if any changes are needed before launching it on the market.
What are the main challenges of omnichannel?
In the previous topic, we discussed how to put omnichannel strategy into practice in your business and we want to make it clear here that it is not easy. Integrating the channels and offering an excellent customer experience is a challenge and so much.
In addition to relying on technology for this integration, there is also a need for in-depth knowledge about the business and close monitoring of all sectors.
Customer satisfaction is also added to this challenge. Something delicate that involves their expectation and opinion in relation to your company.
To get an idea of how difficult it is, in the Omnichannel Customer Service Gap survey by Zendesk it was pointed out that 87% respondents believe that brands need work harder to create a seamless experience for your consumers.
We have reached the end of the post and I hope you have learned a lot about the omnichannel strategy to apply in your business. If you have any questions, let us know in the comments below.
Among the discoveries, we saw that omnichannel is a challenge, but that if it is well designed it can provide incredible results for your business and the long-awaited differential in the market.
And to help you start this strategy, check out the Vendarketing ebook and learn how to align the Marketing and Sales teams to increase the performance of your business!