Businesses in an Omnichannel World: All for One and One for All
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all,<%2Fem> so%20omnichannel%20retail%20would%20refer%20to all%20channels%20being%20potentially%20used%20in%20the%20purchase%20process<%2Fem>.%20However,%20it%20should%20go%20further%20than%20that%20with%20the%20retailer%20adopting%20the%20concept%20that%20all%20of%20these%20touchpoints%20are%20NOT%20multiple,%20separate%20channels,%20but%20rather%20ONE%20CHANNEL.%20A%20customer's%20journey%20shouldn't%20be%20looked%20at%20through,%20let's%20say,%20three%20separate%20instances%20of%20laptop,%20then%20smartphone,%20then%20in-store.%20They%20should%20all%20be%20part%20of%20the%20same%20instance.%0D%0A%0D%0Ahttps%3A%2F%2Fwww.mytotalretail.com%2Farticle%2Fbusinesses-omnichannel-world-all-one-one-all%2F" target="_blank" class="email" data-post-id="7063" type="icon_link">
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When considering that the all of omnichannel is a unified all, what are the factors that go into making omnichannel mean one experience?
Omni- Means SMOOTH
We should define the omnichannel retail shopping experience as the ability for consumers to effortlessly go from one channel (e.g., smartphone) to the next (e.g., retail store) without having to interrupt their buying journey. For example, they research the product at home on their tablet or desktop, then go to the store to see it in person, get additional information (from the store clerk or via additional smartphone research), be able to apply digital coupons in-store and complete the purchase in-store, on smartphone, tablet or desktop — all integrated and all effortless.
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Bernard Louvat
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