No matter how well-known a brand is, the consumer today is looking for a complete and most comfortable experience possible, that is, it is much more than a possibility to buy in several channels. This is precisely why the omnichannel strategy comes into play. In fact, this concept is characterized as a multi-channel sales approach that allows the customer to have a very well-integrated experience. What does that mean? This means that the company provides several purchase channels, such as: website, physical stores, app, social networks, among others. Being fully integrated, enabling the customer to trade in any of these channels, the way they want, wherever or whenever they prefer. And the most interesting thing is that the consumer does not realize that he is going from one channel to another until he makes his purchase. Therefore, he gets several experiences in different channels of a single brand, which is why companies should invest in this strategy, since shopping over the internet has been a reality that is only increasing. As the company understands and applies this strategy, it is transforming consumption into a totally unique and diversified experience, since the prerequisite to remain competitive in the market is to generate experiences for its consumers, rather than just selling. The thing to remember is that all these omnichannel experiences use multiple channels, however not all multichannel experiences are omnichannel. Since, the company can get a very well-crafted mobile campaign, engaged social networks and a well-designed website, but if all of these don't work together, the operation doesn't enter what is omnichannel.
What are the benefits of omnichannel?
This strategy guarantees the most diverse benefits that a company can obtain, ranging from an improvement in customer relations, to obtaining great and good results. Meet some of them:
Contributes to improving customer service
It is a fact that this strategy contributes to facilitating the single visibility of all orders, throughout the distribution network. Which can include within that: suppliers, retail stores, fulfillment centers or even orders that are in transit. Thus, the company is able to reduce delivery costs and inventory control, in addition to retaining customers and being able to increase the number of punctual deliveries.
Brings stores closer to consumers
As companies join omnichannel, it is entirely possible to manage each order, in each channel, and through a single centralized platform. That is, it allows the management of distributed orders with a set of picking rules and processes. In addition, it allows for same-day deliveries, and keeps the stock organized, making it possible to bring stores closer to their consumers.
Contributes to product profitability
Certainly, a well-established and elaborated strategy improves the profitability of the products. To meet online demands, in-store stock is used. So, as soon as the customer's order arrives, it's possible to forward it, both for him to receive the goods at home and for him to pick it up at the nearest physical store.
Loyalty customers
This is definitely the biggest benefit for companies, as customers are no longer loyal to a brand, but are being loyal to a good experience provided through their purchases. So, the company that takes advantage of this strategy is able to exceed expectations in the consumer's first shopping experience, and consequently, he will return to place more orders and will even recommend the company to other people. In this way, what the customer says about your brand to others directly impacts your sales.