Why Omnichannel Shouldn’t Mean Every Channel
Further searches online yield a few variations, but the essence remains the same. The basis of the constant thread of omnichannel is the ability for a consumer to start an engagement (e.g., shopping, buying or servicing transactions) with a business in one channel, continue it in another, and finish it in yet another, with each channel not only aware of the stage of the transaction the consumer is in, but also of the consumer's activity in the other channels. Of course, the two fundamental predecessors to the omnichannel experience are multichannel (i.e., the ability to transact in each enabled channel) and cross-channel (i.e., the ability to transact across channels). Omnichannel builds on these by adding the behavioral awareness dimension.
- Companies:
- Amazon.com