Omnichannel – what does it depend on? The buying behaviors of consumers have changed. Previously customers would be surveyed in the store, today even before purchases research and recessions are advertised. People diligently watch with their mobile devices that accompany them every day. Mobile Apps and Responsive Design are a must have for the successful merchant.
Businesses today expect a dependable availability display, a fast delivery and a open channeled shopping experience. The key for success in a consecutively coordinated orchestration of business services as well as Data Analytics (from the past to the present, as well as prognoses for the future). For customers the services for shopping and consumption need to be extremely simple. Customers love it simple! In order to deliver this shopping experience to the customers, the following action points of Omnichannel need to be utilized.
THE FOUR ACTION POINTS FOR OMNICHANNEL
CUSTOMER NEED – KNOW WHAT THE CUSTOMERS WANT (CUSTOMER EXPERIENCE MANAGEMENT, PREDICTIVE CUSTOMER ANALYTICS)
- CRM System with 360° vision on the Customer
- Marketing Anaylitics
- Data Management Platform (DMP)
- WiFi & Sensors
STOCK – KNOW IN WHAT STATE THE UNDERTAKING IS (REAL TIME PORTFOLIO)
- Clean updating and transparence
- RFID is not required, but it does massively elevate the exactness of the Portfolio Guide
OFFERING – PRESENT WHAT THE UNDERTAKING HAS TO OFFER
- B2C: Branch, eCommerce, Call Center
- B2B: Sales Manager, eCommerce, Call Center, EDI
- Product Information Management System
- Content Management System
- Digital Signage Management
- Marketing Ressource Management System
- Customer App (Product info, digital customer card,…)
- In-store consulting App (360° vision of the business for the customer, support and consulting)
FULFILLMENT – DELIVER WHAT THE CUSTOMERS WANT (FULFILLMENT STRATEGY)
- Consistent shopping experience on all channels (online and branches)
- Consistent promotions (Online, Retail Store, Business Partner)
- Simple payments (POS, eCommerce, Mobile POS
- Simple delivery (to home, Pickup Station, in branch)
- Simple returns (by mail, pickup, Pickup station, in branch)
- Order Management system with reservation option in the buying process and automatic control of deliveries out of central locations, branches or directly from the deliverer.
- Debit Management
CONCLUSION
Due to the high number of listed Systems you can guess the complexity involved. IT plays a decisive key role in this.
The customer expects Omnichannel Services today. So install it with the help of flexible methods today. The ripeness of this offer can reach over multiple release cycles. The following points are especially important:
- Integrated 360° Vision for the customer
- Clean disclosure of portfolio
- Customer -as well as in store – App
- Order Management System
Here you have recieved a short overview of the action points for the implementation of Omnichannel Services. And yes, it is for customers simple, but complicated in the back end. I would be happy to help with the conception and installation of Omnichannel Services. Contact me.
FEEDBACK
How does it look to you? Are you ready to begin the Omnichannel journey? Where do you see the biggest potential? I look forward to your suggestions.
m@nullmuthig.it
Interesting Links
Future of the trade – Omnichannel (german language)
http://www.zukunftdeshandels.de/omnichannel/ergebnisse
The Future of Omni-Channel Retail: Emily Culp of Rebecca Minkoff
https://www.youtube.com/watch?v=IR6wGM_WAvk
SAP Retail Omnichannel Commerce – Customer Wiki
http://tinyurl.com/omnicommerce