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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Omni- means ME
Customers expects their journey with you to be a personal one. They're the only one on the device, so don't push promotions on items for which they have no interest. Marketing in an omnichannel world entails acting upon the customer's interests and weaving it across channels — in-store and online. Businesses should be aware of which device the customer is on, where they are, and what their specific objective is at the moment. If they're using their mobile device, promote offers or new items that would be most meaningful to them on the go. Mobile marketing opportunities can be placed within the store as well, with QR codes or SMS messages strategically placed where the customer might take advantage of deals they want.
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Bernard Louvat
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