Progressive insight, that also applies here. We already knew multichannel and cross channel and omnichannel emerged from this. Omnichannel is a strategy on an ideological basis. While all three channels have the same principle, that they serve customers on more channels, omnichannel is slightly different for me. The customer is central and the channels revolve around it in a way that they complement each other, creating a synergistic effect. Through the active stimulation of the various channels with their different properties, the associated benefits and possibilities become clear. The customer moves between the channels mainly via the smartphone. The world is centralized on this and from there to the other channels. The customer is looking for a product or company and is not looking for a channel. With this as a starting point, the customer determines when, where and how action is taken.
What do those other channels do?
Single channel
The retailer serves the customer via one channel, usually the physical store. Web shops also often use the single channel methodology as the only means of communication.
Multichannel
With multichannel, the customer is served via multiple sales channels. These channels often consist of the combination of a physical store with an online store. The strange thing is that service, conditions and prices are usually not aligned.
Cross channel
With cross channel, the channels are coordinated with each other, so that they have the same appearance. The communication options are also the same in every channel.
Which channels?
If you as a company do not use omnichannel, you are largely missing the boat. Millions of prospects tap on their smartphones every day and if you're not there, they can't find you. And you really don't have to be on every channel. A well-considered and well-considered choice of channels determines success. Then the question arises as to what channels there are, and these are not just sales channels, but mainly communication channels. To name a few: Collection point, chat website, email, mobile app, text message, social media, telephone. Website, store, etc. These are all channels where interaction with the customer is possible. Other channels where this is not possible, such as advertisements in newspapers, magazines or posters, can use the QR code with augmented reality, so that interaction is still possible.
Smartphone is the bridge between offline and online
Mobile devices are the bridge from offline to online, because consumers carry these devices with them in the store. At the moment, these are mainly smartphones, but other mobile devices such as tablets are also taken to the stores. It is expected that more and more “wearables” such as smartwatches will be added in the future.
Working towards omnichannel
The retailer that works from the single channel is having a hard time. He relies on regular customers or prospects who happen to walk in. He is also confronted with showrooming where prospects ask for all the information and look for the cheapest one via their smartphone. However, service, warranty and customer friendliness are also taken into account. Ingredients that can make communication sustainable. The path to omnichannel is therefore of vital importance.
Reviews
Reviews are important. Customers who write a review can post it with a positive, but also with a negative text. Both are important. Of course, the positive must prevail, otherwise something is wrong. Customers and prospects read the reviews to determine whether the purchase was a good one or whether they would make a good choice for a purchase. In addition to the reviews, family, friends and acquaintances are also consulted via the word-of-mouth advertising method.
QR code
If too much text needs to be used to provide information, you can consider using the QR code. Then the source remains clear and you can scan the QR code specifically for further information.
Loyalty program
A loyalty program is a structured marketing effort that rewards and promotes loyal purchasing behavior with the goal of increasing a company's market share and profits. The intention is to retain the customer and encourage them to spend money more often. This is often done by setting up a customer card. This can offer opportunities for the omnichannel, especially if it can be used on every channel.
