Although consumers do not think at all in terms such as 'distribution channels', they know no better than that we live in an omnichannel shopping environment. Just in between comparative shopping on the smartphone is just as natural as walking into a store to browse a product. But the same customer gets confused when he suddenly sees completely different offers and prices in your webshop than on your Facebook page or in your physical store. And that is derailed customer journey, with all its consequences. With a good omnichannel approach you prevent that.
As retailers you can use more and more channels. This increases the flexibility and convenience for customers and thus your business opportunities. Thanks to the internet, customers are no longer dependent on opening and closing times. They don't have to leave their seats to make a purchase if they don't feel like it. What started with multi-channel (more channels) and cross-channel (same control on all channels) evolved into a new phenomenon: omnichannel.
Omnichannel is more than a new label. Here you make the actual channels subordinate to the customer experience: it doesn't matter which channel he uses. In every channel, you will find it exactly as you are, and with everything you have to offer, unambiguously put down. The service, the visual experience, the offers, the way in which you recognize and approach customers, everything fits together seamlessly, offline and online.
This is your concept, consistently continue with omnichannel
Are you considering setting up a webshop? Then clarity and recognisability within the various distribution channels is important. That gives the turnover from your physical store an extra boost, but your customers choose and come for your concept. So make sure that you extend that concept to the internet. Even if you have one first Online store wants to start and then look further, you will be more successful if you immediately take an omnichannel approach. Because even if you are only visible online, your customers still visit you through different channels. Otherwise they 'come in' to you on the narrow screen of a smartphone than on the widescreen screen of your laptop. Also contact via mail or WhatsApp is different than via Facebook. The following also applies here: with a clear customer and brand experience you make the difference.
Larger companies and brands are well aware of this and put a lot of money into their omnichannel strategy. Coolblue is a successful example, started as a chain of specialized web shops and now equally successful with a limited number of physical stores. The core promise everything for a smile is consistently extended throughout all channels and expressions of the brand in all marketing and communication expressions. For customers this is a beacon: what you see is what you get. Whether you visit a webshop, one of the 'real stores' or the Coolblue Facebook page, it is one big celebration of recognition. It is always Coolblue.
As a retailer, you will not miss any opportunity during this time
For omnichannel you need tools that work together and exchange data seamlessly. It does not matter whether you use MailPlus or MailChimp, AFAS or SnelStart. You want to be able to choose: best of breed instead of one stop shop.
Omnichannel is not only reserved for large retailers today. Smart solutions such as Lightspeed Omnichannel provide a platform where small retailers can also start and grow. In the cloud, so always up to date and secure, with an interface that every entrepreneur can work with immediately, without any technical knowledge. Affordable and conversion-oriented, so that even small retailers can present themselves fully and professionally regardless of the channel. And your customers are recognized and receive a personal experience. Just like in the store, because that is the essence of omnichannel. And you can give it the right interpretation in time and time - affordable and flexible. Because this is the time when you don't miss a single chance.