However, the convenience offered by online shopping channels meant that, for some time, companies advertised their products online at more attractive prices than those offered in physical stores. This led to the development costa rica phone number library of consumer behavior, which we could say is opportunistic, in the sense of visiting the physical store to ask questions and opting to purchase the product at the best price online.
Omnichannel was developed in response to this scenario, attempting to contain its shortcomings. It uses the concept of multichannel, but in a way Джейми Ланн that prioritizes the convergence of such channels, on and offline, balancing the relationship between them. In omnichannel, the opportunities presented in physical and virtual stores are the same, and each channel works better on its potential (whether direct contact with the consumer or the ease of making a virtual purchase), without detracting from the different forms of interaction.
The principle of omnichannel is to offer the maximum number of possibilities for interaction with the customer, working on the convergence of information. For example, a customer visiting a physical store can be identified by the salesperson by their preference for online purchases . In this case, the on and offline systems interact, allowing greater interaction between the retailer and its audience.
This means that physical and virtual stores can explore all possibilities for interaction. Omnichannel is nothing more than an evolution of the multichannel concept, focusing on the consumer experience across the different channels available for a given brand.
Therefore, omnichannel offers a series of interconnected purchasing channels, where mobile lead information about customers is shared across different channels (physical store, telesales, e-commerce, among others).
Advantages of Omnichannel
It is necessary to adapt to the needs of customers, allowing them an even more complete shopping experience. Statistics confirm this fact:
- 64% of product searches are concentrated on websites;
- 95% of websites created are responsive, that is, optimized for mobile devices;
- 46% of retailers have virtual access mechanisms such as Wi-Fi, RFID, beacons, etc.;
- 48% of retailers have loyalty programs that bridge the gap between online and offline.
(source: SmarketSolution)
How to deliver an ideal omnichannel experience to your customers
1. Create an interconnected network of information:
Allow your team, both online and offline, to have access to your customers’ data in a shared way. This way, the physical store attendant can access the customer’s interest flow made via the virtual store, learn about their purchases and interests, and better guide them when they visit the store in person.
2. Adjust your communication for mobile access:
Allow perfect navigation for internet users when accessing your store via computer or cell phone.
3. Invest in standardizing communication:
Align with Marketing the responses and complementary messages that will be offered through the company’s different information channels. The customer needs to receive the same responses whether in the physical store, on the website or through the Customer Service Center.
4. Create a database about your customer:
Get to know your customer. Use each interaction to build a database about them, allowing you to develop more assertive strategies aimed at them. Use CRM to help you in this mission. And don’t forget to share the information across different sales channels.
5. Integrate actions across different platforms:
Working with customer information in an integrated manner also requires that your different points of sale (on and off) operate in an integrated manner. Keep the channels updated with the promotions and marketing actions designed.
