New forms of interdependence between a brand and its customers are now available. One in particular that continues to show its effectiveness: The omnichannel strategy.
It consists of an interaction between the 2 parties using a multitude of channels, both digital and physical: we are talking about the emergence of the “omni consumer”.
Omnichannel, what is it, and how to set it up?
A constant and permanent link is built between several channels which allows to connect the customer to the different channels both through a single and unique link.
We often think of online shopping, through which the brand associates its physical store with its e-commerce site.
Thanks to new consumer habits, it is now essential for a company to create several distribution channels. In particular with the dematerialization of means of payment, and the fact that customers are more informed, by having the possibility of searching for desirable products online, analyzing competitors and seeking opinions, which allows them to make a potential choice of purchase…
To properly target customers, the first step is to know them well. Understanding their expectations and needs is an essential first step. Which channels does our target prefer? and what digital tools do they use?
The choice of channel is a fatal choice because it is through which the customer will contact the brand…
Subsequently, it will be necessary to analyze the implementation of each channel to see if the objectives are achieved, if the latter has made it possible to reach and satisfy the customers, and most importantly, has the latter resulted in the ‘purchase ?
Following this work, it will be necessary to study which channels to keep and which to eliminate.
The most used omnichannels
The most used channels these days are click & collect. In this approach, the website makes it possible to offer a gateway to the store, hence the choice of ordering which is done online until the collection of products in stores.
We can also think of the Mobile wallet, with the dematerialization of loyalty cards, tickets and gift cards… By having the possibility of paying directly via your smartphone.
Omnichannel in France
Ikea holding 44% of its sales online and 15% of its turnover reserved for e-commerce have been using the “Click and Take“
Auchan for his part, embarked on Pinterest by publishing healthy recipes and discovering these products.
Still on the side of the large distribution Carrefour succeeded in integrating the omnichannel by multiplying the points of contact with the adoption of the strategy drive-to-store by offering a unique and successful ordering experience on the site.
On the Luxury side, L’Oreal created the app Mekeup genius » which consists in visualizing renderings of make-up on our own photos. An experience that connects customers from the virtual world to the stores by enticing them to buy.
Calvin Klein has also shown itself to be competent in this area by launching an underwear brand at Amazon for a given period. An experience may be temporary, but who has been able, thanks to this partnership, to promote the purchase of the brand and the discovery of the brand digitally.
On another side, Starbucks has succeeded thanks to the development of its application a simple and effective shopping experience. Customers can use the application to recharge their loyalty cards and check their balances. The application also offers updated menus and communicates busy times in stores.
Omnicanal vs multicanal
We must not confuse the omnichannel strategy with that of the multichannel.
Multichannel consists of a multiplication of channels but without being connected to each other. While omnichannel, as we have well understood, requires real complementarity.
Several other channels are also present on the market, such as cross-channel for example.
Is there really one and only strategy that is named best? Or would it depend on the companies and their needs? The choice can be particularly difficult.
Sources :
The omnichannel strategy of the Carrefour Traiteur – Calliweb service
3 companies that have created the perfect omnichannel experience (1min30.com)
Omnichannel customer experience strategy: definition and implementation | Qualtrics