Omnichannel vs Multichannel and the Store of the Future
Omnichannel vs Multichannel and the Store of the Future
Multichannel vs Omnichannel
In the early days of e-commerce,
traditional brick and mortar retailers and catalogs added transactional
websites, becoming "multi-channel" retailers. For many, the online
"channel" functioned as a separate entity with its own systems, even
with its own revenue status that competes with the retail division. Some even
outsource e-commerce, including Target and Borders, which allow Amazon to
manage its online stores for years before taking internal control. Whatever the
model, the customer experiences online and in the store were separate.
In recent years, the concept
"multichannel" has become "omnichannel", since these
buzzwords are often used interchangeably, but they are not the same concept. If
you want to become etymological, multi means "more than two" and
omni, "all". It can operate in as many "channels" as you
wish, but it is not an omnichannel business unless there is an interconnection
between each point of contact. From the consumer's point of view.
Omnichannel is not about pressuring
shop customers to buy more online. There is a myth of the extremely profitable
"multichannel customer", which consists in splurging where you accept
a credit card. It is about satisfying the needs and preferences of customers
when buying, the online channel is both the customer service tool and a purchase
According to the Sapient Nitro
Insights 2014 report published this year, 53% of consumers prefer to shop at
the store compared to other channels. 81% of these buyers want to interact with
their phones in stores, and 61% want to use "any device" (computer,
smartphone or tablet) to help them buy.
According to Accenture, 73% of North
American consumers have a showroom at least once in the last 6 months and 49%
think that the integration of stores with online and mobile contact points is
the area in which retailers They need to maximize their shopping experience.
Nowadays, having a website with
transactional features is not an option for retailers, it's a wait. And having
a site compatible with mobile devices is now also a table problem, not only as
a complementary point of contact for the e-commerce site, but also as an aid to
buy at the store.
Customers want to be able to quickly
and easily obtain information about their products on their smartphones. They
want endless capabilities to locate exhausted products in nearby stores or
online. They want to book and collect, create wish lists on the web and use
in-store orientation tools. They want to have access to the information of the
digital loyalty program. Soon, they will want to pay by phone in the store.
The Accenture study reports:
88% of consumers would use mobile
tools to earn loyalty points or take advantage of promotions in real time in
82% would use endless features such as
ordering out-of-stock items for in-store or home delivery.
79% would use guidance tools to locate
items on the shopping list.
77% scan products as they are added to
a physical basket
74% would agree to ratings and
comments from other customers.
63% would be receptive to cross / senior
sales based on items digitized in a physical basket
45% of shoppers want "fully
connected accounts between online and in-store purchases and loyalty
61% would pay by phone in the box.
Although there is a big difference
between what people say they would use if they were offered and what they ask
for, customers do not really know what they expect until they feel the pain of
a difference in experience. When the website promised the availability of local
actions, it was wrong. When the online sale price is not respected in the
store. When the customer forgets to print a coupon sent by email. When the
vendors are all busy and you have a question about a product, you have 15
minutes left for your lunch time.
As Intel's Darin Archer points out
(detailing his own "omnichannel" experience), the customer does not
think in terms of channels. When this truly zero moment is reached, if your
digital content and your tools are not compatible with this experience in the
store, the customer feels the pain.
omnichannel experience gap
SapientNitro, who has studied 73
omnichannel retailers, says that their digital experiences at the store
distinguish top retailers from "likewise", with inter-channel
purchasing technology problems among the leaders.
However, despite efforts to integrate
digital into the store, most are point solutions that are not integrated into
the e-commerce system. Among the retailers in the SapientNitro studio, most
offered web wish lists, but only 12 lists synchronized with mobile devices.
Target was the only retailer to synchronize shopping lists across multiple
devices, support in-store recovery (and printing) through digital kiosks, and
offer in-store mobile tracking tools to guide customers to locations where they
are shopping lists.
store of the future requires Platform-as-a-Store
business leaders who are looking for
deployment new possibilities of the digital store need to change the modular
components to create a retail store "value ecosystem". "to
arrive to this state, the store should act as a platform, connect the
functionality with a common set of data.
Silverman compares the emergence of
the digital storage platform with the growth of electronic commerce as a
one-time solution for a commerce suite. Learning to "platform as a
store" requires e-commerce
and IT teams to establish an API framework that can connect different
technologies with the centralized trading system, which I predict "acts as
a plate Rotation for the storage platform."
the distributors who make greater
value will be connected and the business point systems to enable the digital
set working in the store in real time. by instance, in the case of the
administration of the task, omnichannel store fullfillment orders that demand
the collection and package tasks will be introduced in modern tools, allowing
the associates to execute the objectives, objectives, works of consent, works
of consent the systems can customize highly also enable experiences in the
integration of the management of the systems of the management of the relations
with the clients (crm) and the management of the content of the systems