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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Retailers should be able to move along with the customer from one touchpoint to another, digital or physical, without losing their information and search and interaction history. Customers expect you to pick up where they left off, without them having to repeat themselves. Likewise, marketing efforts should be made according to where the customer is in their journey — i.e., the right content at the right time.
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Bernard Louvat
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