A Quick Guide to… Omnichannel
Omnichannel is a term that is increasingly used when talking about customer journeys and the way in which retailers (amongst other sectors) are reaching out to their customers. But what does it actually mean? Here’s our quick guide to all things omnichannel.
What is it? In simple terms, it’s using more than one channel to provide access for would-be customers to your goods and services.
So it’s not a new term at all then?
Whilst technically you could probably apply it to say a catalogue and a website in the way we remember the shopping giants of old (think Argos 15-years ago), more recently it is likely to include channels such as website, social media, smart device app, telephone, email, webchat and in many cases, bricks and mortar store as well.
Ah, it’s the same as multi-channel then?
They’ve definitely evolved from the same place, however omnichannel has upped the ante. Omnichannel today is an actual business model that incorporates the ability to proactively share data across platforms. This means that you’re creating a seamless customer experience across a whole host of shopping channels which is underpinned by data collected along the way.
Is it mega-expensive to integrate everything?
It’s true that to do omnichannel well, it requires a sound technology platform and investment to integrate all of the channels you wish to work with. But as with all things technology, there are options to suit most budgets and given potential sales growth as a result, it’s well worth considering.
So, a couple of channels, technology elements that talk to each other and I’m good to go?
No, it’s not quite that simple. The customer experience you offer as part of this is key to the success of a good omnichannel strategy. Your customers need to feel the channels they use are helping them in their day to day life. Think about how frustrating it is to have found a product you want to buy online, only to get instore and find its out of stock. A great omnichannel strategy would offer the opportunity to reserve online, check stock levels, order for home delivery or have an abandoned cart email campaign to help the customer complete their purchase.
Omnichannel might feel like it’s been around for ages but it’s the evolution of customer shopping behaviours that makes it more relevant today than it’s ever been. To talk about how your retail store portfolio can play a more significant part in your omnichannel offering, talk to one of our experts today.
See how we helped create a fluid Omnichannel experience for Argos
Following the consumer-driven trend of aligning the in-store and digital shopping experience, Sigma have been appointed to support Argos with the roll-out of a new initiative.
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