The newest buzzword in sales and marketing circles is OmniChannel. But what, exactly, is OmniChannel? There are a lot of conflicting definitions on the Internet. That’s why we’ve broken down what OmniChannel really is, as well as taken a look at why it might matter to you.
What is it?
OmniChannel is often defined as a vertical business model which companies use to improve customer experience. Essentially, the model is a way for the customer to stay in constant contact with a company through a multitude of platforms. These might include a website, an app, a Twitter account, and even a store. The idea is that each of these brand platforms are continuous in style and data collection, and allow the customer the ability to stay in contact with the company via any platform he or she chooses.
The new definition of OmniChannel is the creation of a continuous customer experience across both platforms and brands. It is using the collection of all of a customer’s previous data and experiences to inform the context of all of his or her future experiences.
Let’s look at an example.
Say a customer goes online to shop for a new hat. She pins hats she likes on Pinterest. She saves a hat she’s considering in her shopping cart on one brand’s website. She saves a different hat she likes in her shopping cart on another brand’s website. Then, she visits your store, where she picks out three hats she might buy. Through her online research and in-store browsing, she’s cultivated a collection of hats that match her personal style and needs. But there’s no way to compare all of those hats at once. Nor is there a way to use those choices to inform her future customer experiences, because the brands, and the online versus in-store shopping, have no connections with one another.
OmniChannel makes the customer’s experience continuous and universal across all brands and platforms. Which means: each of the customer’s choices will affect her next experience. In this example, OmniChannel would be a way for the customer to see all of her chosen hats at once, and use it to make an informed decision about which is the perfect hat.
Why should OmniChannel matter to you?
While it may seem counterintuitive for brands that should be in competition with each other to team up to create a universal experience for the customer, this new sales and marketing trend is all about what the customer wants. And if the customer wants a continuous brand experience, then for your company to be successful, you may want to get on board!
It’s also important to remember that innovations like OmniChannel change fast. The concept of OmniChannel may be very different tomorrow from what it is today. By being open and aware of what’s happening, your sales and marketing team will be ahead of the curve.
Want to learn more?
Do you have more questions about OmniChannel? Or just want some overall sales and marketing tips? At Safeguard, we offer a variety of business solutions tailored to fit your needs. Call to talk with one of our consultants today!