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Creating a seamless omnichannel experience

Nobody likes hearing bad news, especially if it is a customer complaint.

Most of the frustrating shopping experiences that customers report refer to the following factors:

  • obstacles and delays for the purchase decision and payment;
  • inconsistent cross-channel experiences;
  • poor personalization.

Frustration happens any time the results of an action do not match our expectations: you pursue a goal and perform certain actions, but your expectations are not met.

Creating omnichannel shopping experience will ensure your customers are always satisfied and their expectations are always met. Such an experience will let you foresee and eliminate sources of potential frustration and allow customers to discover, purchase and appreciate the goods and services offered.

Limiting the frustrations of unhappy customers means creating a perfect omnichannel experience, one in which customers can get information about the product and the brand without any slowdowns or obstacles: the shift between the devices and points of contact in the purchase path is smooth, unique and integrated.

Why create omnichannel experiences?

An omnichannel experience is a means of differentiation and a potential competitive advantage, allowing us to know who our customers really are, engaging them and strengthening brand loyalty. Such experience would further allow to improve the inventory management, reducing the overstocking, dual purchases and possible forecast errors.

In addition, the omnichannel strategy immensely enriches the shopping experience thanks to an immediate access to rich sources of information: the convenience in terms of time saved and the possibility of instant access, price transparency, with the possibility of comparing, promotional offers, sharing experience at a social level, through advice, reviews and communication with other customers.

Creating a seamless omnichannel experience

Fig. 1 Obtained benefits with a omnichannel experience

How to create seamless omnichannel experience

To transform a previous traditional or multichannel strategy into an omnichannel one, the company should coordinate various resources and analyse complex data. Furthermore, all functional areas of the company must adapt to this type of strategy.

The following areas: e-commerce platform, supply chain and organizational structure should be identified as priorities and become the grounding platform for the whole business.

Generally, a complementarity relationship between digital and in-store shopping should be created, in line with the following trends:

  •  ROBO (Research Online, Buy Offline): search for information on products and their online availability before visiting the shops;
  • Showrooming: visit the stores and then make online purchase.

The omnichannel strategy, starting from understanding the customers and their new buying habits, will have to consider the following points:

  • offering congruent information for all the channels;
  • setting clear and distinct targets for each channel (weighted by importance);
  • integrating inventory management;
  • improving of online pre and after-sales service;
  • creating customized shopping experience;
  • monitoring brand-related online activities;
  • offering information to create individual profiles and a personalized service.
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