OMNICHANNEL – THE FUTURE OF B2C TRADE

Four tips by Julia Saswito, Practice Leader Reply Digital Experience, on how you can offer your customers the perfect Customer Experience in a multimodal retail world. Read how you can stop your customers despairing when they try to buy a new armchair and end up buying new shoes.

Omnichannel

The obvious...

The result of a study: the more channels customers use when buying a product, the more they spend. Expressed concretely in figures, this means that customers who use at least four channels along their customer journey spend an average of 9% more in a store.


But...

The obvious conclusion for retailers and brand owners is to implement a multi-channel strategy. They try to be present on all channels that feel natural to their target group - from catalogues and online stores to various social media offerings. In this scenario, the customer is given the choice of "their" channel in which they feel most comfortable, through a preferanble form of communication and in the last and most important step, the purchase is made. And yet this approach does not go far enough. It does not necessarily lead to the above-mentioned dependence on "more channels equals more turnover".


Because...

The step that retailers must take in order to position themselves for the future is the step towards Omnichannel Commerce. The customer should be offered an all-embracing and continuous customer experience online and offline with the help of all suitable channels. Omnichannel Commerce can thus also be described as a well implemented multichannel approach designed as a continuous experience.



FOUR TIPS: FROM A SIMPLE MULTICHANNEL STRATEGY TO A SOPHISTICATED OMNICHANNEL STRATEGY