Omnichannel concept refers to improving the customer experience through the possibility of buying where, when and how you want. It means making it easy for the customer thanks to the connection of all channels. But it goes further than that.
omnichannel marketing as a multichannel sales approach that brings people an inclusive shopping experience.
It implies that a brand:
- Manage the same information in all your channels
- Maintain a consistent personality across all your channels
- Keep your teams cohesive and have centralized and easily accessible communication.
omnichannel strategy leads to customer satisfaction thanks to a better shopping experience, useful when price is not the only variable of choice.
With the omnichannel strategy , a person who starts a purchase through a channel (for example, a website from their laptop) can continue the operation by talking to customer service and end up in the physical store. Interact with a company with centralized information.
It goes beyond the punctual commercial exchange. Interactions not only occur during the purchase cycle (as in the case of cross-channel ) but become a consistent experience across all channels and throughout the relationship with the customer.
Unlike singlechannel (a single sales channel) and multichannel (different channels that work independently), in omnichannel the user no longer perceives the sales channel, but is instead immersed in an experience where the channels are blurred and information flows naturally.
