Omnichannel is the result of one of the many transformations brought about by technology in recent years. It emerged from the perception by companies of a maturing digital world.
At first, customers used search engines to compare prices. Then, they began to purchase products via online stores. Currently, the general public wants a complete experience with more and more practicality and convenience. This is why omnichannel is such a strong trend.
In a world undergoing profound digital transformation, it is impossible to ignore how innovation and the evolution of technology impact life and business. How consumers relate to brands and behave has completely changed, and companies must keep up.
Therefore, being present in several channels, uniting the online and offline world, is not just a strategic aspect. It is also crucial to be more aligned with the future, market, and consumer expectations. Also, ensure a competitive advantage for the business.
What Is Omnichannel?
The word omnichannel is a combination of two others. One from the Latin, “Omni,” which means “all/all,” and “channel,” which in English means “channel.” In this sense, the term refers to complete integration between channels.
In the context of consumption, the strategy goes beyond connected channels. The idea is that the online and offline worlds work as one. For this, a company needs to have its distribution, promotion, and communication networks perfectly integrated, uniting all the multiplatform of these different spheres.
Thus, omnichannel delivers a seamless and complete shopping experience for the customer. There are points of intersection in all channels of the brand. This allows the consumer to choose the best way to purchase products and relate to the company. In this way, it raises their levels of satisfaction and loyalty.
Omnichannel, Multichannel, And Cross Channel: What Are The Differences?
Omnichannel is not the only term that talks about connecting channels. Therefore, some people end up confusing the concept with similar ones. Let’s understand the differences.
The term multichannel refers to many channels. Therefore, it represents a strategy in which a brand has different means of purchase. For example, it can be a virtual store, a physical store, and sales over the phone.
However, these contact pathways are not necessarily connected. For example, we can mention the case of physical store employees who do not have information about purchases made on the site. This way, the channels work as if they were competing without sharing data.
Cross channel addresses a crossing between tracks and not a connection. An example of this would be an online purchase that can be picked up at a physical store. In this model, they are complementary but do not operate together.
As we have seen, omnichannel offers more scope when the topic is a connection between channels. The idea behind the concept is that each platform works as a point of contact between customer and brand.
The more connected, the more value and convenience the company delivers to the customer. Consequently, the closer and firmer this relationship will be. So, if the customer is in the physical store but hasn’t found the item he wanted, he can check the product’s availability in the app.
The consumer can also ask the seller or order directly by cell phone to receive at home. Therefore, the connection is established simultaneously and in perfect harmony.
What Are The Advantages Of The Omnichannel Strategy?
Omnichannel delivers a lot of customer value and promotes greater efficiency. So it’s a very win-win approach to business. Discover its main benefits below.
Improves The Consumer Experience
Undoubtedly, delivering a more complete, personalized, and positive shopping experience for the customer is one of the main benefits of omnichannel.
Currently, the consumer has access to several products from different brands. Therefore, the company that manages to deliver value establishes a powerful bond and exceeds expectations comes out ahead.
Therefore, omnichannel is more than a strategy for consumer satisfaction with a particular purchase. It is also a way to build loyalty and make you a loyal brand customer.
Generate More Sales Opportunities
It is natural to conclude that brands that offer more value and a flawless shopping experience win more customers. This is also because, by being present in more channels, the company has several contact points to reach consumers. This is reflected in the increase in sales.
Optimize Business Management
The efficiency and intelligence that technology provides impact the flow of business processes. By relying on interconnected platforms, data, activities, and indicators are centralized in the same place. This makes life easier for the customer and the team.
This differential gives more visibility to operations, in addition to greater control of information and alignment of activities. It also allows for deeper data analysis.
Increases Brand Visibility
With an omnichannel strategy, the brand only tends to grow. Being present in several channels, it gains more visibility to the public and more recognition. Even if a store has a good clientele in its physical space, that number only tends to grow with an online presence. After all, the brand has the opportunity, through marketing tactics, to expand its audience and conquer people from different places.