With the Omnichannel strategy we mean the combined and simultaneous management of a company’s communication channels and customer touchpoints. Its aim is to improve the customer experience and offer a more personalized service. Therefore, Omnichannel means being reachable anywhere and from any device with the ability to increase sales, gain new clients and retain the current ones. In fact, according to the Harvard Business Review, on average omnichannel customers spend 4% more of their time in-store and 10% more online than non-omnichannel customers.
In recent years companies have begun to adopt an omni-channel approach. Consumers expect brands to provide an increasingly personalised and fast service, which offers the opportunity to collect information about products and to efficiently make purchases on different and integrated touchpoints. So, here is the importance of revolutionizing the communication strategies adopted in the past, such as the multichannel approach, trying to exceed their limits.
OMNICHANNEL VS MULTICHANNEL: LET’S FIND OUT HOW THEY DIFFER FROM EACH OTHER
The multi-channel approach certainly indicates a firm’s commitment to embrace a more direct and inclusive contact with its customers. In fact, Multichannel means the development of additional contact points, which enrich the channels already used to communicate with customers. For example, the integration of communication channels with the use of social media pages or the adoption of chatbots.
However, Omnichannel takes a further step forward. It provides a real interconnection between various touchpoints. It exploit the data transfer between different communication channels and the study of real content strategies. In this way, the company is able to put customers at the center of their own purchase journey. They can interact with the brand in many ways and, at the same time, live the same experience on different touchpoints according to their needs, with no need of interruption. Thus, customers can start an activity on one channel and continue it on another, without ever having to start the process again.
OMNICHANNEL TRENDS SPEAK CLEARLY
Data on the adoption of omni-channel strategies clearly highlight this approach’s success and customers’ preferences. In addition, the solutions a firm can adopt in order to ensure an omnichannel communication are various. Among these, social media and the varied purchasing solutions offered by the e-commerce sector are the more convincing.
OMNICHANNEL SOLUTIONS AS THE POST PANDEMIC FUTURE
The pandemic forced us to minimize interpersonal interactions, a situation that highlighted the need to create new strategies for companies. Just think about the use of e-commerce during the lockdown: a trend that will continue to drive our purchasing habits in the future. Thus, retailers developed new strategies, creating a connection between digital channels and physical stores to ensure customers a satisfying, risk-free and personalised shopping experience, regardless of the chosen type of channel. It shows how e-commerce, exclusively seen as a possibility to make online purchases, is an obsolete concept that needs to be supported by new strategies in order to build the customer journey. Companies who want to look at the future and try to intercept new customer buying habits are investing on online strategies. Furthermore, the goal is to ensure an omnichannel experience and create a fluid ecosystem among the multiple channels available, where one is complementary to the other.
OMNICHANNEL STRATEGY: SOME IMPORTANT BENEFITS
The definition of an omnichannel strategy is crucial to ensure the success of a company and the satisfaction of its customers. No improvisation, but a strategy that comes from data collection and analysis, in order to plan activities on different channels. In this way brands can improve the customer experience and reach high levels of customer satisfaction, avoiding wars with competitors only focused on the selling price.
THE INSTRUMENTS YOU NEED TO ADOPT IN ORDER TO BUILD AN OMNICHANNEL STRATEGY
To adopt an omnichannel strategy in all respects, companies must know how to respond to a great challenge: collect and know how to use the available data. However, sometimes it is not easy to access the information needed, as large-scale buyer data is lost. In this case, you need to recognize buyers depending on specific devices and channels. Therefore, companies must exploit the potential of the solutions that match customers on all devices, unify online and offline profiles and connect to the media to send instant messages.