Omnichannel
Omnichannel refers to a multi-channel sales approach that provides customers/consumers with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store, and the experience will be seamless. Key features include
- Integrated customer experience:
- Consistency: Customers receive the same experience and information across all channels.
- Unified customer data: Customer data is centralized, ensuring personalized and relevant interactions regardless of the channel.
- Channel coordination:
- Cross-channel interaction: Customers can start an interaction on one channel and continue it on another without needing to start over.
- Harmonized marketing efforts: Marketing messages and promotions are synchronized across all channels.
- Technology integration:
- CRM systems: Customer Relationship Management (CRM) systems integrate with various sales channels to provide a unified view of the customer.
- Inventory management: Real-time inventory tracking across all sales channels to avoid discrepancies.
- Customer-centric approach:
- Personalization: Tailored recommendations and offers based on the customer's behaviors and preferences.
- Convenience: Facilitates a smoother and more convenient shopping experience, such as buying online and picking up in-store (BOPIS).
- Examples of omnichannel in action:
- Retail: A customer browses a product on a retailer's website, adds it to the cart on their mobile app, and completes the purchase in-store using a discount code received via email.
- Banking: A customer checks their account balance on a mobile app, calls customer service to inquire about a transaction, and visits a branch to finalize a loan application, with all interactions reflected in their account history.
- Customer service: A customer starts a chat session for support on a company website, continues the conversation via SMS, and resolves the issue over a phone call without repeating their issue.