Omnichannel is a cross channel business approach that companies use to enhance their customer experience. Omnichannel is not limited to just the retail sector. Channels include physical locations, web pages, social media, mobile applications, smart phone, telephone communication, e-mails, post (catalogues/brochures) and tablet. The customer is given the ability to be in continual contact with a company through multiple channels to maximise their shopping experience. Transactions include browsing, purchasing and returning items as well as both pre and after sales service.
Most companies use their website to sell online, however do not realise that there are many additional options to get their products in front of their potential customers. Those retailers that have embraced the omnichannel model have reaped the rewards because of the following reasons.
The company benefits from:
Omnichannel retailing gives the customer the knowledge that products are available where and when they want them. This in turn can increase customer satisfaction and encourage a customer to return to the same company time and time again. For companies to be most profitable they must embrace omnichannel retailing as this is the direction more and more of their customers will be going as technology advances forward.