What is omnichannel?

* Omni-channel is an adjective:

“which denotes or relates to some type of retail that integrates the different purchase methods available to consumers (example: online, physical stores, telephone sales …)”

Enough?

No. Being omnichannel goes far beyond …

*Según Oxford Dictionary

The Omnichannel Pillars

Customer Experience Management

Omnichannel is about the ability of companies, brands or retailers to provide their customers, a frictionless experience, through integrated systems.  

Offline Touchpoints

All physical elements that connect with the consumer: stores, mupis, catalogs, collection points, logos …

Digital Touchpoints

Digital elements with which the consumer can interact with a brand/retailer: websites, social networks, APPs, Contact Center, Newsletters, Wifi …

Internal Contributors

Our teams and employees, who represent the brand, both inside and outside the company. They are the most important ambassadors.

Internal Systems

Internal information systems in the company: ERP, CRM, BI, CMS, excels … communication systems: Teams, Slack …

 

Suppliers Data Sources

Service providers, such as: photo studios, logistics operators, marketing agencies, sales assistants …

What is an omnichannel experience?

An omnichannel experience is about offering a seamless experience throughout the entire customer process, regardless of whether the point of contact with the brand, the retailer or the service is physical or digital.

An omnichannel experience is based on the integration of processes related to sales, marketing and customer service. Throughout the whole process, the customer has a frictionless experience. This means that no matter from which device or place the sale occurs, the experience will be perfect.

We could define an omnichannel experience as a fully integrated multichannel sales approach. I must know my client throughout his process, from search, purchase and recommendation.

Currently:

  • 2 out of 3 purchase processes integrate a digital channel (according to Google).
  • 60% of consumers who link to a brand / company establish contacts through multiple channels.
  • 85% of consumers prefer personalized offers to their shopping habits and channels (Synquera).

We speak of an omni-consumer, and therefore the ability of brands and retailers to offer an omnichannel experience is essential.

We could say that an omnichannel experience occurs as a result of a multi-channel, fully integrated experience.

What is the main difference between omnichannel and multichannel?

Keep in mind that a multichannel experience does not have to be omnichannel, but an omnichannel experience will be multichannel.

Starting from this distinction, we define an omnichannel experience as a sale in which, multiple deeply integrated channels participate.

An omnichannel sale can happen in a physical store with several digital devices involved (mobile phones, interactive screens), and maybe with a subsequent telephone after sales service.

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Omnicanal Tips: when there is no stock in a physical store, but a home delivery is possible thanks to the integrated stock of other stores.
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Omnicanal Tip: buy online and receive the order from the nearest store.
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What does omnichannel integrated ecosystems mean?

In order to confirm that an experience is omnichannel, the degree of integration of the different sales channels is essential.

Integrated ecosystems, means that sales, marketing channels and a pre-sales service to the customer, form one unique service. The company must be able to identify the user throughout their purchase process.

Integrated systems means that the different departments that a company has, are interconnected. Marketing, sales, logistics, operations, stores, even finance, must have coordinated information systems.

Integrated Ecosystems: Detect the key contact points and integrate them so that there is no friction. Only thus we speak of omnichannel.

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