“Omnichannel” is not just the new buzzword to replace “crosschannel” or “multichannel” in the constantly evolving world of Marketing terms. In fact, these terms are very often incorrectly used or used interchangeably by some pundits, as if they had the same meaning! While multichannel simply means having a presence on more than one channel or platform and crosschannel is about, seamlessly and interchangeably, using multiple channels to market, sell, and interact with your customers, on the other hand, Omnichannel is about true continuity of customer experience beyond a single brand’s universe!
The Ultimate Customer Experience
The reality today is that Internet has forced the pace of evolution on businesses in every field or industry globally! Nobody is spared! Customers’ expectations have changed a lot in the past decade and social media has totally evolved the engagement between brands and their customers. For brands, an Omnichannel strategy, designates the aim of delivering consistent brand experience across all possible channels. Brands adopting an omnichannel strategy are wary about providing the same experience and message across different channels and devices involved within their interactions with customers. As a result, businesses are very attentive to the fact that the customers’ shopping journey is not fragmented, but completely seamless. Keeping up with the aspirations of tech-savvy customers regarding brand visibility, availability, service quality and satisfaction are the prerequisites in an Omnichannel environment…
Omnichannel: Turning Evolution into Revolution
Omnichannel is not just a marginal evolution of existing concepts but something that is absolutely going to revolutionize the retail, marketing and global business landscape! Customers are already transacting in an Omnichannel way, and hence, for brands, this can be translated as follows: aligning the brand to the connected-customer needs in order to generate brand loyalty and secure competitive advantage. In other words, it allows brands to get closer to their customers and make customized offers and at the same time, it brings many virtues to customers including enjoying the convenience of their preferred channel, a wider selection of items and a wealth of buying opportunities. Renowned brands like Sephora, Starbucks, Virgin Atlantic, Disney or Macy’s are already reaping the benefits of this strategy. Let’s take Macy’s. There has been a stark contrast in earnings compared to the lackluster figures reported in previous quarters driven mainly by Macy’s investments in its digital efforts. The famous US department store’s omnichannel strategy has been finally paying off!
Will Omnichannel become omnipresent? One thing’s for sure, it is a win-win for everyone! Not to mention that it blurs the lines between online, brick-and-mortar, smartphones and social media for a five-star seamless shopping experience. There is no doubt that Omnichannel is gathering momentum. Not only is it here to stay but businesses not yet present in the Omni arena will strive hard to compete!
Do you know other successful examples of an Omnichannel Strategy ? Feel free to share.