The term omnichannel may be a word from fashion in marketing, But it basically refers to a significant change in which marketers must now provide a seamless experience to their consumers, regardless of the channel or device.
What is omnichannel marketing?
Currently, consumers can participate with a company in a physical store or through an online store, even through a mobile application, social networks or catalogs. They can access products and services by calling a telephone company, using a mobile application on their Smartphone or Tablet or from a PC. The important thing is that each piece of the consumer experience must be consistent and complementary.
You have to understand the omnichannel concept as something whereby the shopping experience can be seen through the eyes of the customers. This enables the customer experience to be orchestrated across all channels to be transparent, integrated, and also consistent.
When we talk about omnichannel We basically mean that it is anticipating that customers can start on one channel and move on to another as they advance to a resolution. When doing these complex “handoffs” between channels, everything must be seamless for the customer.
How is it implemented?
You can start by regularly reviewing your customers' experience to find out how they research, buy, and connect with your products. Test the experience of your customers placing orders, interacting through all available channels, sending a case to technical support, etc. If possible, these tests can be performed by external and internal testers.
In addition to the above, you should also take advantage of all the data that consumers generate. These days you can measure success in terms of the response of real people over time, as well as measuring individual campaigns. There is enough data at the customer level to see how they interact both online and in a physical store.
This allows you to tailor messaging and offers more appropriately per channel. Along with the above, you must segment your audience, considering the data that really helps you understand your ideal buyers. You can capture information to create profiles about your customers and their purchase process.