What is omnichannel?
If you've been keeping up with the latest ecommerce trends and retail consumer research, you may have heard the term "omnichannel." But what does that mean, exactly?
Omnichannel commerce is a strategy that aims to deliver a consistent experience for customers over several channels. In fact, it is so effective that all of the major players in retail are using it.
This article will cover everything you need to know about retail omnichannel and omnichannel commerce.
Omnichannel defined
Omnichannel is a term used in ecommerce and retail to describe a business strategy that aims to provide a seamless shopping experience across all channels, including in store, mobile, and online.
That could mean providing a consumer the same inventory, pricing, and promotions across all channels, or it could mean providing a unique experience depending on how customers choose to interact with your brand.
For example, you might have a website, an app, and a physical store, and you want each of those experiences to be consistent with the others. You might also want customers to be able to switch between channels without encountering any roadblocks. A consumer can start browsing online and choose to pick up the item in store. Once in store, the associate could suggest additional items to complement the online purchase to increase the average order value.
Furthermore, businesses that adopt an omnichannel approach often do so in order to provide a better customer experience. Research indicates that omnichannel consumers are the most loyal and profitable for a retailer.
Consumers today are more connected than ever before, and they expect businesses to meet them where they are. You're more likely to build loyalty and keep customers coming back if you can provide a consistent, seamless experience across all channels.
How omnichannel works
There's no one-size-fits-all answer to how omnichannel works, as the strategy can be implemented in a variety of ways. However, some general principles apply to all implementations.
First, businesses need to have a strong understanding of their customers' needs and behaviors. They also need to have the technology in place to support multiple channels, and they need to be able to track data across those channels.
Second, businesses need the resources to manage all aspects of an omnichannel strategy. This means having a team in place that can coordinate efforts across channels and ensure that everyone is on the same page.
Last, businesses need to be prepared to evolve their omnichannel strategy constantly. As customer needs and behaviors change, companies need to be able to change with them. That means being open to new ideas, trying new things, and making adjustments as necessary. In fact, many retailers are rethinking omnichannel retail performance metrics.
Omnichannel vs. multi-channel vs. single-channel
It's important to understand the difference between omnichannel, multichannel, and single-channel approaches. The industry is rewriting the rules of omnichannel retail and the evolution of the store.
A single-channel approach is when a business only uses one channel, such as a brick-and-mortar store or an online store. A multichannel approach is when a company uses multiple channels, but there's no coordination between them.
For example, a business might have an online store, a brick-and-mortar store, and a catalog, but each one operates independently from the others.
An omnichannel approach is different in that it coordinates all of the channels so that they work together seamlessly. The goal is to provide a consistent experience for customers no matter how they choose to interact with your brand.
Omnichannel vs. multichannel
The main difference between omnichannel and multichannel is that omnichannel is coordinated while multichannel is not.
In other words, with an omnichannel approach, all of the channels work together seamlessly to provide a consistent experience for customers. On the other hand, with a multichannel approach, each channel operates independently from the others.
Omnichannel vs. single-channel
The main difference between omnichannel and single-channel is that, with an omnichannel approach, businesses use multiple channels to reach their customers.
With a single-channel approach, businesses only use one channel. For example, a business might have an online store, a brick and mortar store, and a catalog, but each one operates independently from the others.
An omnichannel approach is different in that it coordinates all of the channels so that they work together seamlessly. The goal is to provide a consistent experience for customers no matter how they choose to interact with your brand.
Benefits of omnichannel
There are a few key benefits of omnichannel commerce and marketing. First, it can help you better understand your customers.
By tracking their interactions across all channels, you can get a more complete picture of who they are and what they want. This information can help you fine-tune your marketing strategies and improve your customer service.
Second, omnichannel can increase sales by making it easier for customers to buy from you. For example, if they see something they like on social media but don't have time to order online, they can easily place a phone order instead.
Third, omnichannel helps build loyalty among customers by providing them with a consistent experience no matter how or where they interact with your brand. If you're looking to stay ahead of the curve, omnichannel is the way to go.
Fourth, it can help you save money. By consolidating your inventory and using a single platform to manage all of your sales channels, you'll save time and money in the long run.
5 myths about omnichannel
There are a few common misconceptions about omnichannel that it's worth clearing up. First, some people think that omnichannel means offering the same products and services across all channels. This is not the case. Instead, it simply refers to using multiple channels to reach your customers.
Second, others think that omnichannel requires a lot of extra work, staff, and infrastructure investment. While there may be some additional costs involved in setting up an omnichannel strategy, the benefits far outweigh them in the long run. Retailers can adopt a 4 step framework to support the retail store associate.
Third, some people believe that omnichannel is only for big businesses with many resources. This is not true either. Businesses of any size can adopt an omnichannel strategy, so there's no reason to hesitate if you're thinking of implementing it.
Fourth, some people think that omnichannel is too complex for them to understand. While there are certainly some complexities involved in setting up and managing an omnichannel strategy, it's nothing you can't learn with a little bit of effort. It’s all about choreographing the omnichannel retail experience.
Fifth, some people believe that omnichannel is just a trend and that it will eventually fade away. While there may be some truth to this, there's no way to know for sure what the future holds. In the meantime, why not take advantage of all the benefits omnichannel has to offer?
What is omnichannel commerce?
There are a few common misconceptions about omnichannel that it's worth clearing up. First, some people think that omnichannel means offering the same products and services across all channels. This is not the case. Instead, it simply refers to using multiple channels to reach your customers.
There are a few key benefits of omnichannel commerce, such as the ability to better understand your customers, increase sales, build loyalty with customers, and save money. If you're looking to stay ahead of the curve, omnichannel is the way to go.
Furthermore, omnichannel is not a new concept—it's been around for years. However, as technology continues to evolve, so does the way we use omnichannel to reach our customers.
The difference between omnichannel marketing and omnichannel commerce is that, with marketing, the focus is on creating a consistent experience for customers across all channels. With commerce, the focus is on using multiple channels to reach customers and make sales.
It's important to note that you can use omnichannel without using technology. However, as technology evolves, it's becoming increasingly easier to use multiple channels to reach your customers.
The benefits of omnichannel commerce
There are a few key benefits of omnichannel commerce, such as the ability to understand your customers better, increase sales, build loyalty among customers, and save money.
Some of the other benefits are that it can help you:
- Generate more leads
- Attract new customers
- Increase customer retention
- Improve customer satisfaction
There are also the benefits of omnichannel marketing, which focuses on creating a consistent experience for customers across all channels. By using omnichannel marketing and commerce together, you can create an unbeatable customer experience that will keep your customers coming back for more.
Future of omnichannel
If you're looking to stay ahead of the curve, omnichannel provides the ability for retailers to achieve higher availability, drive increased sales and traffic, and integrate all customer touchpoints. Omnichannel commerce and marketing will continue to provide many benefits that will help your business grow.
An omnichannel strategy across retail and commerce will continue to improve your customer’s experience and provide more channels for customer purchases across mobile, web, or in stores.