OmniChannel One of the many Facets of eCommerce
- eCommerce

OmniChannel one of the many Facets of eCommerce

The more technology progresses, the more embedded it is in our everyday lives. Even when you read this post, I would hazard a guess you’ve got many internet-connected devices within scope.

If we move along these creative paths, we will see technology become more important to our everyday lives. This has started blurring the boundaries between what we do online and in real life.

The rising growth of eCommerce in the last decade has been swift – and brutal. Huge supermarket industry leaders such as Best Buy and Toys R ‘Us are closing down large portions of their physical stores as sales plummet. Not only is this a result of not adapting to eCommerce services in its surge early on, but it is also now dealing with eCommerce companies like Amazon and Alibaba, which market the same or similar goods online.

The decline in sales is severe for others. Another aspect of the big-box retailers ‘dilemma facing them as publicly traded firms is that they have to respond to their investors – and with eCommerce providing outstanding performance, the tolerance granted to big-box retailers is not as forgiving.

The customer-centric nature is at the heart of eCommerce Development. With the proliferation of internet usage, particularly mobile, more customers prefer purchasing over the internet and their smartphones. More and more consumers want to shop online, and this changing environment is proving to be a challenge for physical stores and a safe eCommerce harvest area.

Big players know customers inside eCommerce sites are experiential. Businesses seek to speed up the purchasing process and create additional business sources. The secret to this is building and sustaining a touch-point eCommerce ecosystem (web, desktop, media, etc.) based on delivering simplicity and superior customer service.

So, where is the eCommerce success? Given below, you will delve deeper into what Omnichannel is and how it is the key to success for your eCommerce business.

What is  Omni-Channel Experience

An omnichannel strategy is a multi-channel approach to promoting, advertising, and serving customers in a manner that provides highly seamless and unified consumer interaction no matter whether or where a consumer reaches out.

Omnichannel marketing gives the right to browse and shop at any moment from anywhere. They will monitor the status of their orders and verify product stock at any specific store. In brief, depending on their desires, timetable, and expectations, they can monitor their own consumer experience.

Many omnichannel experiences will use different channels, but not all multi-channel experiences are omnichannel experiences.   Bear that in mind. You will have beautiful smartphone ads, interactive promotions on social media, and a well-designed website. Yet, it’s not omnichannel because they don’t fit together.

How more companies are interested in today is the multi-channel experience. They have a blog, a newsletter, Linkedin and Twitter. They use each of those networks to communicate with consumers and interact with them. Nonetheless, in most situations, the user also needs a smooth interface and clear feedback through each of these networks.

In comparison, an omnichannel interface accounts for a consumer’s network and computer to communicate with the product. The awareness is then used to create an interactive environment for them. Companies that use this methodology coordinate their marketing priorities, priorities, and architecture in any platform and device.

What is Omni-Channel Marketing

Omni-channel marketing effectively combines the various forms of communication which companies use to connect with consumers. This approach uses the experiences and desires of the consumers to maximize the continuity of marketing communications from the business. By putting together the capabilities of each medium of contact, marketing departments will use omnichannel marketing to provide a more coherent and delivering effective brand message.

Keep reading to learn how to begin incorporating an omnichannel experience into your business. We’ll also highlight some exciting brands that are now taking steps to create more omnichannel experiences.

How to Construct an Eye Peeling Omni-Channel Marketing Campaigns

Each business wants to build its own unique omnichannel interaction network, and to build this powerful plan; you would need to collaborate closely with many divisions in your business. Look at the following stakeholders when designing your software.

  • Product Marketing
  • Sales
  • Customer Support
  • Customer Success

When everybody knows the omnichannel initiative’s priorities and aims, you will start preparing the change to this model. Having these teams early on will make things smoother if you begin to transition to an omnichannel way of doing stuff — it’s less of a hassle down the line because you have people ready at the outset.

Ultimately, the approach will consist of a cohesive roadmap to create a consistent, integrated interface across various networks that may incorporate any or more of the channels featured in the graphic above.   Since this is still a fairly recent emerging term, there is still time to start small and develop in the future. And if you need any help, you can find many businesses that have already introduced amazing customer interfaces on the omnichannel.

Discussing the philosophy and reality of omnichannel customer interaction is one thing. Yet to see innovative businesses that are applying it in their plans is something completely new.

  1. Disney is achieving the concept with omnichannel right now, down to the smallest details. This continues with your initial encounter at the stunning, mobile-responsive platform of the entertainment giant. Also, the app for trip planning fits well on the mobile — that alone is something you don’t see very much.
  2. Virgin Atlantic Robert Fransgaard shared his amazing encounter with the omnichannel customer service platform at Virgin Atlantic.   Through his example, he tells the story of his unique encounter with a delegate called Dan, who, having been the unsuspecting beneficiary of Robert’s disappointment at a missing engineering meeting, persuaded Robert to reach out directly to him in the event of an emergency.
  3. Bank of America takes the creation of its Omni-channels seriously. Being one of the largest names in their business, they set the standard for a personalized interface that helps the company’s smartphone and web applications do anything from check depositing to appointment scheduling.
  4. Oasis is the UK. Fashion brands fusing their e-commerce website, smartphone app, and brick-and-mortar shops into a seamless shopping experience.   When you walk into one of its shops, you can find sales associates armed with iPads ready to provide you with on-the-spot, precise, and up-to-date knowledge about the company. The iPad also serves as a cash register, making ringing you up from anywhere in the shop convenient for the associates. So the cherry on top of that? When it happens to be out of stock, the workers will automatically place an electronic order for you to have the item delivered straight to your house.
  5. REI 80% of customers use a cell phone when shopping in a brick-and-mortar store. The reality alone provides a hint into the importance of omnichannel marketing. You’ll discover up-to-date and reliable product details at any level in the company’s omnichannel program. So this sort of internal contact will keep shoppers pleased, fulfilled, and come to the shop repeatedly.
  6. Starbucks, you’ll get a free loyalty card that you can use your shop anytime. Unlike typical consumer loyalty systems, Starbucks has allowed the card to be checked and reloaded by phone, website, in-store, or app. Any adjustment to your card or profile will be changed, in real-time, through all networks. Standing in line to get a coffee and finding that on your belt you don’t have enough? Reload it, and the cashier will know when you swipe your card, it has been changed.
  7. Chipotle’s web interface seeks to remove that annoyance. Its online ordering system and mobile app allow you to put an order wherever you are. It’s just about making it as convenient as possible for the clients. And Chipotle does a better job at doing this; with its easy-to-navigate apps, this offers on-the-go ordering access.
  8. Timberland By using near-field networking technologies, Timberland provides a connective consumer experience at its brick-and-mortar locations. Near-field networking infrastructure is the device responsible for Apple Pay and Android Pay for data transfer. This technology allows users to tap their mobile device against a special chip that transmits information wirelessly between them.
  9. Orvis used first-party research to reveal that its target market predominantly consisted of wealthier consumers aged 50 and over. The company acknowledged that while this group has not yet completely embraced new technologies, they have demonstrated significant interest in using modern eCommerce devices.
  10. VIP.com is a leading website for eCommerce based in China. The business is a B2B marketplace, billing sellers selling products on its app.   VIP.com offers an omnichannel approach by having customers communicate with future leads. As retailers post new items on VIP.com, the geolocation tools on the site send push alerts to clients based in the retailer’s area. Those leads will either go straight to the shop or let VIP.com fulfill the order for them.
  11. Sephora understands that there is a lot for its shoppers to pick from as they stroll into one of its shops. By combining its beauty bag feature with its contact platform in-store, Sephora can help clients refine their options and keep track of the items they plan to buy.
  12. Walgreens software has no innovative technology; its simple tools change the shopping experience. Customers will do it with the app rather than calling and setting up a prescription through the pharmacy. It reduces future delay times and will reduce in-store pick-up wait times.
  13. Topshop is a UK-based fashion brand that manufactures fashionable women’s clothing. As part of its London Fashion Week awareness push, the firm unveiled a collection of digital billboards that have been shown throughout the UK. This way, fashion week fans would know where to shop anytime online the new style was talked about. Within a 10-minute walk from the company’s shops, each billboard was installed, so people didn’t have to drive far after seeing the commercial.
  14. Pepperfry When clients find the best furniture for them, they can either purchase the product in-store or return home to order it online. It eliminates the tension between buyers and salespeople when leads do not feel under strain to buy in-store.   And this move appears to pay off for Pepperfry as the company estimates that 10-15 percent of its revenues arrive from these studio locations.
  15. Benefits Cosmetics flew around the area after holding a competition in the UK, and as part of its “BrowMobile” campaign, offered brow bars to its contest winners. It also featured a makeup drive-thru where consumers could obtain free eyebrow waxes and product samples. It shows consumers we’re ready to go anywhere with them. And it’s Instagrammable, which is perfect for a brand like ours that doesn’t market traditionally above-the-line. However, White doesn’t exaggerate either because this initiative has seen the firm boost its brow-product market share to 60 percent on the UK market.

To be sure, omnichannel customer interfaces also have a long way to go. The size of some of the integrations mentioned above makes the entire project sound out of control for smaller businesses.

The Final Touch

A seamless interface that synchronizes all networks offers the consumer a degree of satisfaction and personalization that influences their shopping choices positively. The omnichannel approach to eCommerce is a customer-centric endeavor at its core. It increases customer loyalty while directly enhancing a company’s sales growth. A customer’s desire to reach your brand everywhere is important to succeed today and in the future. Still, if the customer’s experience isn’t up to their expectations, it will all amount to nothing.


Richa Mehta: An upcoming Digital Commerce enthusiast and a bookworm from IIMU who graduated in 2018. This is where she nurtured a deep understanding of consumer behavior and branding. She currently gives her insights for Krish TechnoLabs, and infuses her third culture exposure on the common tangles of your day-to-day eCommerce platforms-related stuff!

OmniChannel One of the many Facets of eCommerce

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