What is Omni-channel?
The ability to offer a unique experience, through the different communication channels, converting visits into sales.
It offers more opportunities to reach more potential customers
This unique experience includes:
Physical visits (to stores) to actually see the product
Online visits (to e-shops) and online demonstrations of its characteristics
Social Media marketing for reaching out to potential customers through their characteristics and wishes
Differences between Omni-channel and Multi-channel
Multi-channel marketing is the use of each channel (physical store, mobile, online marketing) to reach out to customers, but each channel is not organically related to the other.
Omni-channel marketing is offering an interrelation and reaction between the same channels used in multi-channel marketing.
Omni-channel in numbers and figures (1/2)
Omni-channel in numbers and figures (2/2)
Example of an Omni-Channel Experience (1/3)
How do we demonstrate a unique experience between online and physical stores?
Mobile: (Smartphone). A Facebook user sees a post from a friend who just bought a new bike. The user is also looking for a bike, so he clicks the link to check it out on the store’s website. Due to other obligations (i.e. a meeting) the user closes the webpage, puts down his phone and stops this bike search.
Online Marketplace. (Tablet). When the user gets home, he pulls up the store’s website on his tablet. The store recognizes the returning visitor and the bike pops up as a recently viewed item. From there, he can take a better look at the bike, and also see other options they offer.
Example of an Omni-channel Experience (2/3)
3. Physical Store: The user wants to touch and feel the bike before he buys it, so the next day he goes to the physical store, the reseller of this bike. The phone links up with the store’s mobile network, which pings the salesperson informing him what bikes the user has been searching. This helps them be better prepared to assist with personalized, quality customer service, and eventually close the sale on the bike.
Example of an Omni-channel Experience (3/3)
4.Delivering (tracking through mobile, tablet, laptop): The customer can take the bike home, or use the company’s system to have it shipped to his place. If its shipped, he can track the bike through the delivery process using a Smartphone, tablet, or laptop.
5.After Sales (online survey, phone call): Knowing the bike has arrived, the store calls to make sure it’s exactly what the customer wanted. It’s great, but a couple of days later, he has a few questions for customer service. The representative knows exactly what he has ordered and gives him information on his specific item.
Benefits of Omni-channel experience (1/2)
Integrated Communication and Analytics. Multiple channels of communication create different streams of information a small business must understand to meet customer's needs. With cross-channel capability provided through Omni-channel management, a business can interact with customer data no matter where it is generated from and cross-reference it with other data from similar customers across platforms.
Meet Customers Where They Are. Customers are managed as single entities across all channels, preventing the loss of information, increasing the quality of customer service, and giving customers quality rewards no matter where or when they shop.
Obtain Data from Every Transaction. Individual transactions are no longer lost in the mix. From tracking when customers are more likely to purchase certain items to tracking demographics of loyal customers, each transaction contains great potential to manage business systems.
Benefits of Omni-channel experience (2/2)
4.Specific Audiences Targeted. With proper customer and transaction analytics in place, marketing and retail experiences can be focused on select target markets. Inbound links can be used to tailor marketing campaigns on the web and in apps for specific groups of people.
5.Business Integration. Integrated: i) Customer service, ii) sales, iii) merchandising, iv) inventory, v) enterprise resource planning. Each aspect of the business works together with other parts to provide the highest quality of service and product to customers.
6.Experience and Service Focused Shopping. Multiple channel service and product offering is essential to provide the highest selection and service to the customer. Omni-channel management is essential for that service focused shopping.
1.Price differences across channels
2.Insufficient order management system
3.Inaccurate Inventory information
4.Lack of Customer Support services
5.Low efficiency of loyalty programs
6.Culture challenges between physical and digital employees
7.Associates are not Omni-channel Trained