Businesses in an Omnichannel World: All for One and One for All
Omni- means COLLABORATE
No longer must channels fight each other; instead, they can take advantage of a collaborative omnichannel strategy and work together towards the conversion of shoppers. For example, retailers can embrace showrooming by understanding that it's the nature of consumers to want the best deal they can find. Armed with this fact, brick-and-mortar stores can win these showrooming consumers by presenting in-store the best deal. How? By providing a true omnichannel experience and connecting online and offline worlds; supplementing store personnel with online live chat agents capable of picking up where the store sales person left off; providing more detailed product information; sharing promotions; making inventory transparent; delivering rich content such as product videos, specs, even product reviews; and extending digital offers (i.e., coupons) that can be redeemed in-store.
All for One and One for All
By incorporating all possible engagement touchpoints into your marketing and customer experience programs, you ensure that you're reaching your customers wherever they are, with each touchpoint supporting the previous one. By viewing all channels as ONE experience, you guarantee that you're making that experience a meaningful one for each customer. A meaningful customer experience leads to a satisfied, loyal customer.
Bernard Louvat is the president and CEO of TouchCommerce, a provider of omnichannel engagement solutions.