Advancement of technology will be increasingly integrated into the lives of customers. It is vitalnowadays to understand that with this important role of technology in the business, developing an excellent omni-channel experience will be crucial in improving customer journey and therefore increase revenues.
An omni-channel strategyis a multi-channel approach to provide clients with a great shopping experience on various platforms including e-commerce and brick and mortar stores. We are providing five tips to build a best omni-channel experience so that businesses can benefit from it as much as possible.
Tip 1: Think the way customers do
Business nowadays needs to realize what is perceived and expected by the customers and how they should meet those demands. The beauty of an omni-channel experience is that it can help shape this relationship between businesses and customers by means of understanding their way of thinking and behaving and therefore promoting to them with right timing.
With help of an omni-channel strategy, the shopping experience of customers is not only simplified but also streamlined. In order to achieve this goal, companies are expected to put themselves in the shoes of clients and only through this can they begin to design and implement an omni channel strategy which is supposed to cater to customers’ interests and needs. If done properly, it will be a practice to greatly improve satisfaction and loyalty, progress customer preservation and shield current income streams.
Antonella Pisani,the Official Coupon Code CEO, states that“The key to adopting a successful omnichannel strategy is to think like a customer instead of as an employee. While companies are think in terms of channels & may have various P&Ls set up for their business units, customers just want an easy shopping experience.”
Tip 2:Draw a road map of the customer journey based on data collection
The second tip for e-commerce businesses is that they need to identify where their potential customers are during the shopping process and what is their preferences regarding certain products and services. For this purpose, businesses will have to do a lot of research so that they can collect informative and reliable data for making future decisions.
It is true that a multi-channel approach can be a handful in so many ways. To avoid any bad situation, they must assess and analyze customer demands so that an appropriate plan can be developed with the right KPIs. Research about customers is crucial because businesses will be able to know what is required by customers on which channels. It means that they can avoid wasting time and resources on the channels which are less beneficial and effective.
Virtual Logistics, an omni-channel data integration service provider, applies the ‘plug-and-play’ device which comes with various platforms as a sample.These devices aren’t developed to scale immediately. Instead they enable the company to detect unpredictable changes, for example, when big demands appear.
Another good thing about this tip is that businesses will be able to develop a roadmap about how they can proceed with the complete shopping journey of customers. Moreover, they can anticipate possible reactions from their customers with the help of this useful data. The collection and analysis of big data will make it conceivable to create a thorough map of the customer trip.
Martin Brown from FM Outsource proposes that businesses should apply the monitoring devices to trail indicators from various activities related to the business and clients, for example, preferences, shopping history and demographics of the customer, marketing and promotions by business segments and both direct and indirect brand or product mentions. In this way the company can keep track of KPIs based on customer engagement and promote to them at the right time in the right place.
Tip 3: Coordinate multiple channels to gain synergy
The integration of various channels is certainly vital for providing a better customer experience, but businesses should realize too that their multiple channels must coordinate with one another so that objectives can be served accordingly. It is essential to keep the whole system transparent and cohesive, so every member knows what approach is taken by certainchannels and if there is any major difference in applying them.
One example of this best practiceis to allow customers to return a faulty product to a physical store of the company, whereas it was purchased online. If channels do not coordinate, then it can be frustrating for clients and therefore ruin the opportunity for future purchases. It is a good way to improve the level of customer satisfaction and yet nowadays not all companies are able to adopt it, including certain luxury brands.
The core of the strategy is that every single channel is alert of the others, allowing customer communications to transfer flawlessly. CEO of Official Coupon Code said that, “I still see large retailers who won’t allow a customer to return a product purchased online in one of their stores. This is extremely frustrating for customers and could be addressed with a policy change and ensuring that store associates aren’t penalized for returns.”
Case Study of Baume
It is critical to know some real-world examples and case studies about how businesses successfully implemented an omni-channel strategy and gained success with the passage of time.
The company Baume from Switzerland started its online platform for selling high end watches to clients. The brand then realized that they needed to come up with a different business strategy so to capture the attention of customers. They then launched an icon watch with help of a cutting-edge 3D product configurator to enable online customization, which allows clients to choose and combine all possible options in terms of models, materials, colors, sizes and personalized engraving. More importantly the brand also adopted AR and VR equipment to allow the clients to view and interact with the personalized product on their own wrist offline, whether in physical stores or simply at home, using only a printed paper wristband. After this practice, the customer may choose tobring further changes to the design or complete their purchase.
This omni channel shopping experience gives a great level of satisfaction to customers as it makes the clients want to own the watch which they just designed and reviewed. Therefore, with help of these practices, the company has been gaining more attention from watch lovers.
The above three tips or methods can be great for developing a successful omni-channel experience. However, it is important to keep in mind that it is not an easy thing and process can be complex. It might not be even profitable in the beginning.But if brands could be patient about it and try to manage things properly, they can take lots of benefits from this strategy.