Omnichannel is a communication method used to maintain contact with current and potential customers through various channels (physical store, email, social media, website, among others). Instead of using different channels separately, they are utilized in a unified manner to reach consumers.
Nowadays, consumers no longer use a single channel to communicate and engage with their favorite brands. Some consumers start by seeing an ad on social media, write an email, and then visit the physical store.
In recent years, the omnichannel strategy has gained significant popularity due to changes in consumer behavior and needs. This modern marketing trend is here to stay; therefore, it's important to understand and apply it in our companies.
In this article, we will explain in detail the qualities of this strategy.
Both omnichannel and multichannel involve selling through various physical and digital channels.
The difference lies in the strategy employed between the company and the customer; it does not refer to the number of channels used by the company to share the message.
The concept of multichannel has been in the market for a long time and involves your brand having a presence in various channels such as social media, call centers, and physical stores.
This trend arises from the idea that the company should have different channels to quickly reach prospects or customers.
In omnichannel, the interaction between the various channels is very important. The main objective of this type of strategy is to maintain a long-term relationship that can adapt to the medium that best suits the consumer.
Omnichannel marketing aims to improve the consumer experience to bring more and better benefits to both the company and the consumer.
According to the "2020 Customer Expectations Report" by Gladly, "79% of respondents preferred personalized attention over specialized marketing." This inevitably leads to another highlighted figure from the report: "86% expect conversations with agents to flow seamlessly between channels"; that is, they expect to resume the conversation where they left off on another channel without having to repeat information each time. To achieve this, tools that empower agents to have immediate access to all relevant customer information needing support will be key.
In summary, omnichannel involves unifying all the channels where your brand is present so that the customer perceives the same experience in each of these channels.
Regardless of the changes in interaction that occur with prospects or customers with your company or brand, the relationship and communication must be unified, and the message should always be the same, no matter which communication channel is used.
An example could be when someone purchases a product in the online store, but the stock is not automatically updated with the products available in the physical store; this generates a poor consumer experience, and you may lose certain sales.
Omnichannel seeks to ensure that the customer has a good shopping experience, as well as that the communication channels toward the customer are consistent with what they want to convey.
It's important to be aware that an omnichannel strategy adds several layers to the administrative part; however, it generates new insights, action plans, real-time customer information, and a good brand-customer relationship, adding value to the product or service.
It's important to be aware that an omnichannel strategy adds several layers to the administrative part; however, it generates new insights, action plans, real-time customer information, and a good brand-customer relationship, adding value to the product or service.
Your brand image can benefit as long as you are consistent in the message, providing more trust to the customer. On the other hand, by having everything connected using the same information, you achieve greater flexibility in your service or product, gaining higher positioning and much more prestige in the market.
It's important to emphasize that today's generations seek to be served on any of the corresponding channels.
It will help you have greater control of all your areas, as well as the purchasing processes and information analysis.
If you decide to implement this technique, it will boost your business, as it allows the joint organization of your communication channels (physical store, e-commerce, social media, etc.) and also helps capture the attention of your customers and prospects; thus, it becomes a much more efficient strategy.
According to a report by ID Retail Insights, retailers using multichannel strategies saw a 15-35% increase in average transaction size, along with a 5-10% increase in the profitability of loyalty customers.
Tracking consumers will help your company better understand the reasons and preferences behind purchases. This way, you can include other techniques.
Having an omnichannel strategy in your company is no longer considered merely an advantage in the market; it's a necessity.
The omnichannel strategy requires a lot of organization, as all areas of the company must work simultaneously to achieve positive results.
If you apply omnichannel correctly, your customer will have a great experience that will help improve communication with your company. This will help increase sales and encourage customers to frequent and stay with you for a long time.
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