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How seamless is your omni-channel experience?

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All businesses nowadays, whether big or small, want to be remembered. And what better way to stay in the customer’s mind than to connect with them wherever they may be, whatever they’re doing, on whatever device. Our ability to do that as businesses has grown so much as technology has and still continues to evolve – we can exploit a whole range of channels to reinforce our messaging and keep us in the minds of our customers, but there’s lots more we can be doing to create a much more seamless brand experience and to really make a difference to the lives of our customers. 

That’s why technology is so amazing. Omni-channel, whether you’re familiar with the term or not, is a way of connecting each of our customer touch points to create one big, impactful experience that’s continuous and one that makes things far simpler and easier for our customers too. It’s a win-win situation really. By adding value to our customer’s day-to-day lives, we’re affecting the way they see our brands and how they resonate with us on an emotional level – encouraging them to become our biggest brand advocates. 

The thing that’s key for any brand that really wants to nail their omni-channel experience, is to deliver a clear, consistent message, but one that’s manipulated in different ways to suit the channel, device, audience and stage of interaction. 

To make this a little clearer, we’ve given a rough example of how a retailer in particular, may go about creating a seamless omni-channel experience…

  • A customer browses a retailer’s website via their laptop, adding items to their basket and then closing the laptop before completing the transaction
  • The customer later remembers, but instead visits the stores app via their mobile device and is pleased to find that the items are already waiting in their basket
  • The items are out of stock for delivery but are available to be collected in store and so the customer is given a window as to when to collect their items
  • The customer later visits the store, but in getting close, their phone instantly alerts them of their order details which they now have on hand
  • In entering the store, an interactive digital display offers them the ability to simply key in their order number, for an assistant to then retrieve their purchases. When doing so, the display is also able to recommend any additional/related products which the customer may wish to add to their existing order
  • The customer then leaves the store, with more items than they’d originally intended to purchase, and is later sent an email with details on how to setup their products, and a discount voucher for their next purchase

As you can probably tell by the above example, the aim of the game is to make life simple and convenient for our customers by creating an integrated experience that pleases them and truly makes them feel special. There are a lot of companies that are demonstrating just how great and effective omni-channel experiences can really be, take Virgin Atlantic for example, or Harrods. But it doesn’t just have to be the big brands – any business can exploit the benefits of today’s digital world – you just need a clear strategy!

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