For a few years now, there has been a lot of talk about omnichannel and it has become almost a mantra that everyone aspires to reach.

In an omnichannel strategy, the focus is on the user, moving from “brand-centric” to “user-centric”. In other words, the idea is to stop giving importance to the internal organization of the company and focus on all sales channels being oriented and coordinated to satisfy the user, or in other words, the customer.

How to implement an omnichannel strategy

Omni-channelality is the evolution of two concepts. On the one hand, there is single-channelality, in which there is only one sales channel, and on the other, multi-channelality, in which there are a large number of channels that work independently from the others. The latter is, for example, when you are offered a single promotion over the phone, which is not maintained via email.

Therefore, omnichannel arrived with the consolidation of the Internet. In the early years, the eCommerce of major brands was considered a separate store, which made it seem that there was internal competition between the physical stores and the online store.

At this point the omnichannel awareness is born, becoming an aspirational towards which to walk and making it clear that what we want is to sell to our customers no matter from which channel we do it. It is about taking advantage of all the tools you have as a brand to improve the user experience in order to make them buy more from you.

Explaining the two phases of omnichannel strategy

It can be said that omni-channeling has two different phases:

  • Basic phase: this is what you can aspire to and consists of understanding that your objective is to sell to the end user, from whatever channel. Thus, to this end you align your sales strategy, so that the different sales channels push each other. We would see this phase, for example, when there is no stock of a certain product in a physical store, but there is in the online store, and the person who makes the sale in the first one helps the customer to close it in the second one.
  • Advanced omnichannel: this is the one you will probably never see, as it requires a lot of investment in technology. When we talk about “user-centric”, what we are looking for is a single record per customer. You see this intention, for example, in large fashion companies where they offer you loyalty cards with the excuse of asking for your e-mail address and obtaining the card, regardless of the channel. In this way, they know, at all times, what you buy in eCommerce and in the physical store.

If you plan to achieve an advanced omnichannel strategy, good luck. To be fair, it is a really complicated goal to achieve. You need to have at least one CRM to keep track of all user interactions with the brand, regardless of the channel they come from, both at sales and customer service level. Keep in mind that the first option gives you interesting information, for example, to send him a newsletter based on the interests he has shown through a purchase in the physical store and the second helps you to know what kind of customer he is (someone conflictive, a fan…).

On the other hand, we find the analysis of interests prior to purchase, something that in digital is already being internalized by identifying the tastes and interests of users for products through web browsing. However, achieving that in physical stores would require, for example, a facial recognition system that would analyze the user’s behavior since entering the store and even pass information on their tastes and interests to the store staff to help in the sales process. Something that does not sound impossible, but very expensive.

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