Omnichannel is the result of management that makes decisions with a focus on the customer.
You might not realize this, but let me tell you something. Customers see your company as a single entity.
What's the point of making it easy to buy a product online but difficult to pick it up at a physical store, for example?
If this happens at your company, (for the customer) the experience is the same: bad. 😒
And you don't want the customer to leave disappointed, I know.
But to win them over, you need to understand their habits and their expectations regarding your business. And, of course, make decisions aimed at enhancing their experience!
That's why I put this together for you. 😉
So, read on to the end to understand what omnichannel is. Why omnichannel is essential to your business. And how to integrate your sales channels in a creative and smart way.
Understand what Omnichannel means
Omnichannel means “all channels.”
In the business world—and especially in retail—this means all sales, marketing, and customer service channels.
That’s why many people think that adopting an omnichannel strategy means offering customers every possible sales and service channel.
But that's not true.
The key difference with omnichannel retailing lies in the integration of a company’s physical and digital channels .
Because integration changes everything!
But what does it mean?
For the customer, this means a seamless shopping and service experience.
For example, not having to repeat the same information every time an agent transfers the call to another agent. 😍
Or, you don’t have to waste time at the physical store when you choose to pick up a product purchased online. That’s because all the information the company has about the customer is stored in a unified customer service system. And customers can track their orders themselves.
So, thinking like a consumer, can you think of any omnichannel companies?
So, let's rev up our engines. 🚀
See how omnichannel consumers behave
Nothing can replace your insight as a manager and the data you have on the business.
But to gain insights and make sound decisions, it’s important to have a broad view of the market.
So, let’s take a look at how consumers have been behaving.
Over the past 12 months, the number of customers who shop primarily online was THREE TIMES that of those who shop in physical stores. Thus:
- 64% of consumers shopped primarily online.
- 21% shopped primarily at brick-and-mortar stores.
Of course, the pandemic has had a major impact on this. And consumers are increasingly turning to omnichannel shopping.
That's why he can also be called an omnishopper.
But the preferred sales channel also depends on the product.
According to a survey by Opinion Box, customers intend to buy more products online, such as:
- Computers and Electronics 💻 42%
- Books and Stationery 📚 40%
- Home appliances 👩🍳 36%
- Sports Equipment 👟 34%
In fact, about 40% shop both online and in physical stores.
On the other hand, physical channels are likely to remain the preferred option for products such as:
- Food and Beverages 🍅 53%
- Pet Products 🐹 40%
- Shoes 👠 40% off
- Beauty and Hygiene 💄 37%
Furthermore, considering that between 30% and 40% shop both online and in physical stores.
In other words, depending on your business, consumers are more likely to shop online or in physical stores.
But the proportion of customers who shop through both types of channels is already quite significant.
Therefore, offering an omnichannel experience will become increasingly important for your business.
Which channels should be used in an omnichannel strategy?
No single sales channel is better than another. But there are ways to integrate them that work best for your customers.
And creating a seamless and engaging shopping and customer service experience is the primary goal of omnichannel retailing.
So, how do you do that?
It all depends on how customers interact with your company's products and services.
But when analyzing consumer behavior, there are some interesting patterns to explore. Here’s a look at what they are.
Benefits of Shopping Online
Usually, the benefits of shopping online are all about the price! 💰
For example, most customers believe that e-commerce offers:
- More promotions (67%);
- Best prices (66%);
- Ease of comparing prices (65%).
In addition, other typical advantages of digital channels include:
- Scope;
- Convenience;
- And fast transactions.
After all, customers can shop anytime and from anywhere in the world, as long as they have internet access.
Also because it’s faster to search and compare on various websites than at various physical locations.
Benefits of Shopping at a Physical Store
At physical retail locations, however, it’s all about the experience! ❤️
For example, most customers find it beneficial:
- Not having to wait to receive the product (57%);
- Ease of exchange (50%);
- Safety (42%).
In addition, other typical advantages of physical channels include:
- The opportunity for consumers to interact with the products;
- The importance of personal and social motivations in the purchasing process.
But what does that mean?
This means that behind the desire to buy, there are personal and social motivations that the digital world does not allow customers to have.
For example: breaking out of a routine, reaffirming one’s status, having a social experience outside the home, and connecting with others who share similar interests, among other things. 🤔
So, now that you know what consumers are looking for on each channel, can you think of any omnichannel strategies that would improve your customers’ experience?
So, check out what I’ve put together for you below! 🔥
4 Amazing Omnichannel Strategies
If you want to adopt a customer-centric business approach, check out these 4 amazing omnichannel strategies!
1. Guide Shops
Guide shops are showroom stores. They are exclusively showrooms.
In other words, for consumers, they enhance the experience by offering the chance to try out products before making a purchase, which is always done online.
In addition, for companies, guide shops help promote the brand and serve as a hub for trade marketing initiatives.
One example of a guide shop is the women's clothing brand Amaro.
At the approximately 20 guide shops currently open, customers can try on clothes, get a close look at the product line, and place their orders online right in the store.
In addition, one of the advantages of guide shops is that they offer more competitive prices due to lower inventory costs.
3. Pickup Points
Pick-up Points, on the other hand, are locations where you can pick up products.
In this model, instead of having their order delivered to the address they provided, customers have the option to pick it up at other locations—ones that are more convenient for them.
For example, the company can send orders to lockers or other partner retail locations.
For customers who live in high-risk areas, in buildings without a doorman, or who aren’t home during business hours, for example, Pick-up Points are a great logistical solution.
For businesses, Pick-up Points offer an opportunity to encourage customers to make additional purchases when they come to pick up their orders.
A great example of a pickup point is the Pegaki network. With over 500 pickup locations across 20 states, it makes use of unused space in other stores—such as cafes and bookstores—so that customers can pick up or return items purchased online.
In the case of lockers, examples include EasyPost—available at shopping malls, supermarkets, retail stores, and Shell gas stations—and Click and Collect—at Ipiranga gas stations.
3. Loyalty Apps
Apps are very popular with customers. And they are strategic for businesses.
Especially when they offer benefits and discounts. After all, they help build customer loyalty.
For example, the apps for the supermarkets Extra, Pão de Açúcar, and Carrefour. Customers can access them inside the physical stores to get discounts on products.
In addition, every purchase earns points that can be redeemed for discounts or other benefits.
For example, the Pão de Açúcar app lets you schedule a spot in line at one of the registers, so you don't have to wait to pay.
Other benefits can take the form of experiences. For example, the chance to be among the first to try a new product or even attend a sponsored event.
As a result, once customers realize the benefits of the app, they are encouraged to use it more and more.
Therefore, the company's commitment translates into customer loyalty.
4. Pop-up Stores
Finally, pop-up stores are temporary stores.
They are usually open for up to three months and around holidays.
For example, during Easter, chocolate brands such as Kopenhagen and Ofner open temporary stores in shopping malls.
Another example is the beauty brand Sephora, which has opened pop-up stores featuring French perfumes in front of its brick-and-mortar stores during the Christmas season.
Pop-up stores create an element of surprise for consumers and capitalize on the opportunity.
In that sense, they are a great way to build brand experience and foster engagement on social media.
But to boost sales, it’s important that they are integrated with your brand’s other channels.
This way, customers will still be able to buy the product even after the store has closed.
How to Develop an Omnichannel Business Strategy
So, had you ever thought about doing something like that?
So, keep in mind that they seamlessly integrate the customer experience across the digital and physical worlds.
This allows customers to switch from one communication channel to another with ease. In fact, this transition offers several benefits, such as:
- the opportunity to examine the product before purchasing it online;
- convenience in receiving the order;
- exclusive discounts and benefits;
- and the ability to purchase products whenever the customer wants.
And all of them were designed based on an in-depth understanding of the consumer's purchasing journey.
After all, it is this in-depth understanding that enables us to design a shopping and customer service experience that is entirely focused on the customer. In other words, to meet and exceed their expectations.
Enhance the Customer Experience with Targeted Insights
Want to know how you can get valuable insights to improve your customers' experience?
Mister O. conducts mystery shopping surveys, customer satisfaction surveys, and competitive analysis.
To learn how these surveys can help you make decisions, click the button.
And one of our consultants will get in touch with you 😉
