What are we talking about when we talk about Omnichannel strategy?
Omnichannel could be defined as a unified and comprehensive service experience with multiple channels of interaction between the company and the customer. It’s a hybrid experience as it links both physical and digital channels. An Omnichannel strategy can enhance the customer experience and create lasting bonds around the brand.
To approach the design of an omnichannel strategy, we can establish 4 premises that define the goals and intentions it proposes.
The different advantages of pursuing an omnichannel strategy
1- Customer-Centric Approach
The customer is the epicenter, and from there the strategy will be built. Understanding their interests and needs before they make a purchase will make us an attractive and safe space to generate a sale. The customer, as a user of our channels, constructs their own thread of communication and relationship with the company.
2- Integrated Experience
Customers can switch from one channel to another to solve an issue, get in touch with the company, or make a purchase. All channels work in sync and benefit from each other, meaning they do not compete against one another. The goal is to provide enough flexibility for customers to move coherently through different scenarios and platforms we offer.
3- Easy Access to Information
Information about our customers flows through all channels. Once they’ve interacted with one channel, that data travels to the other channels, avoiding repetition of the same information across different channels. This happens thanks to a unique information card per customer.
4- Optimize the Strategy Logistics
It’s essential to ensure that our strategy can operate efficiently. This involves understanding the responsibilities and jurisdictions of each of the parties involved in the design of our strategy.
In conclusion, Omnichannel comes to improve a company’s reputation by enhancing the customer experience, increasing loyalty, and consequently, expanding the competitiveness of the business.