The omni-channel success in 11 key points
Buying anywhere and through any channel
Enabling customers to buy at any time and through any channel: online or offline, in store or on eShop platform using QR codes on catalogues or “buy” buttons on social networks. A IDC4 study (in 2015) shows that a customer buying in a store and online has 30% higher loyalty value rather to those ones who purchase only through one channel. (source
Online, relevant and local information
Providing on the website useful information for purchasing in the store. Geolocation is fundamental, but better if it is accompanied by the product catalogue and its availability.
Providing each company selling division with the possibility to view and analyse all the online and offline actions performed by the customer, in order better understand to the customer journey.
Only one customer service, with unique goals, tools and methods. If a complete integration is not possible, however, it is necessary to ensure a continuity and correspondence of information (the offered ones and the collected ones) .
Integrating eStore with stores, allowing them to act as a platform with functionalities of connection to a common set of data 5. The connection enables highly customized shopping experiences, integrating with Customer Relationship Management (CRM) system. The whole is accompanied by an Order-Management-System, which coordinates orders and logistics processes from different sectors.
Buying online, picking up in store
Allowing buyers to see what they can find in a store before entering, so they can order online and get into a store just to pick up their purchase. Modern customers have no preference about how to complete the transaction, in a store or online, but they feel reassured by the fact of being able to pick up the items in a physical place, where they can find a person whom to interact with.
Making it possible for customers to view the history of their orders, with any device and channel, for an easy reminder or reorder.
The in-store experience – More room to the staff
Shop assistants should be able to get in touch with customers through tablets and smartphones, as to cross digital experiences and personal contact.
Even a product in a store is able to communicate with the customer through his/her smartphone: lay-figures that communicate information about worn clothes, virtual dressing rooms allowing to try out endless combinations of clothes and colours.
Each customer has his/her personal shopping experience: a customized assistance and, simultaneously, it enables to gather information on the identity and preferences of Customers.
Using a store as a showroom and delivering items directly to customers’, reducing inventory costs and strengthening the logistics ability with fast and punctual deliveries and experimenting new forms of distribution.
Delete the cash desk and waiting times
Paying with a click and picking up in store keeps the pleasure of shopping, but deletes the queue at the cash desk or in crowded places.
We have already described how it is necessary to improve the shopping experience by an omni-channel strategy. But we can do more thank this: for example, we can provide a list of steps which have not to be forgotten.