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Omnichannel Shopping is a go-to trend

Omnichannel Shopping is a go-to trend
Omnichannel Shopping

Studies have shown that more than seventy percent use several channels at any given time. That is where omnichannel marketing comes in - a potential buyer needs to have a seamless experience across channels irrespective of the device he is using. He can only reach a decision and be engaged if he has garnered enough information. That is why the Omnichannel Customer Experience should be as refined, simple, and smooth sailing as it could be while integrating text, social media, email, touchpoints, and messaging for that unified experience. Old habits die hard, and this raises the question: What do habits have to do with omnichannel customer experience? The answer is that in the past, customers would visit multiple shops, either for window shopping or to fulfill their needs from different outlets. Today, although the platform has shifted to online shopping through various channels, the habits remain unchanged.

Some ways to improve the Omnichannel experience for users:

  • Analytics

 Studying customers' behavior through analytics is one of the most effective tools. Yet, doing that for each touchpoint independently will not give the complete picture. You need to see the varied analytics as a whole ecosystem, study them, and know what your audience is looking for. Understanding the buyer's journey and decisions up to purchase is the formula for success.

  • Effective strategy

A strategy that focuses on a jointed experience with the customer at the center is bound to be effective. Data says it all; it just has to be used from the onset, so an engaged customer stays retained.

  • Implementation

 Seemingly, social media and mobile applications have made Omnichannel practices easy. That is not the case; it has created more of a challenge. To bypass this issue, a company needs to focus on a customer's personal experience. For that, there is one straightforward solution – take a taste of your own medicine and try to navigate through it as a user. It works all the time, shining a light on potholes that otherwise would have been discovered by a customer.

  • Content

Channels that you are embracing need to be aligned together while each has its distinct relevance. The consistency between channel content is the ultimate takeaway of the Omnichannel Customer Experience. Format, presentation, and fit are just factors to consider while creating new content or updating existing ones. Without a doubt, content should not be made of rock but should see regular changes based on users' feedback.

  • Tone

People hate intrusions or nagging messages. Ensuring that the tone, time, and relevance of a response with a user is the difference between an angry user who leaves and never comes back or one who stays.

Let us walk through a real-life customer experience. A customer visits the Nike website to browse for availability and designs. Over several days, connecting with online customer chat until he reaches a decision. Then, he heads to the brick-and-mortar store for fittings and buying. Nike needs to ensure that the website, chat services, mobile app, store facilities, and availabilities all coincide. Since that is the case with Nike, it retains more than 75% of customers through the Omnichannel Customer Experience that it provides.

Starbucks is a daily consumable product where users' feedback has attested to the service that this brand provides and keeps up its quality control even across continents. A client could choose and make payment through the mobile app while on his way to work, reaching the drive-thru pickup spot; he picks up his order and continues his drive to work. If that is not an example of a near-perfect seamless experience, then what is?


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