For a few years now, there has been a lot of talk about omnichannel and this has almost become a mantra that everyone aspires to reach. In fact, from Marketing4eCommerce we mention it frequently, telling you from how to create an omnichannel store from e-commerce to what are the different levels of omnichannel in retail. But what exactly is omnichannel? And you? Are you really omnichannel?
Through one of his latest videos Syria Email Lists, Rubén Bastón explains this concept in depth, the steps to become omnichannel and the reasons why you will probably never get it. Let’s see it!
What is an omnichannel strategy
The first thing is to understand the concept: in an omnichannel strategy the focus is on the user, moving from “brand-centric” to “user-centric”. In other words, it is about stopping giving importance to the internal organization of the company and focusing Syria Email Lists on all sales channels being oriented and coordinated to satisfy the user, or what is the same, the customer.
Of course, in this regard, Rubén brings bad news: it is likely that you will never be truly omnichannel in your life. Why?
A bit of history: unichannel and multichannel
How did we get here? The story of the arrival of omnichannel awareness goes through two concepts:
Single Channel: This was the model from the beginning where there was only one sales channel. For example, a baker had a store in which he made his sales in person.
Multichannel: Over time, several channels began to come into play. An example of this type are the telephone operators of a certain company Syria Email Lists, when they offer you a unique promotion over the phone, which is not maintained or sent to you by e-mail. Thus, this model focuses more on the internal organization of the company than on the needs of the client, each of its channels going along different paths, working with different teams and even with different objectives that sometimes even contradict each other. . This was the model followed, in general, by the big brands until the consolidation of the internet.
The arrival of omnichannel: selling to our customers regardless of which channel we do it from
The internet revolution began with an adaptive phase Syria Email Lists. We find ourselves in a time when it began to be said that e-commerce was like just another store. In the video, Rubén offers us an interesting example with a press release from El Corte Inglés in which it was announced that its e-commerce had been the store with the most sales of the entire company, something that caused internal competition between stores physical and the online store when, in reality, both pursued the same objective: to give benefits to the brand.
At this point, the omnichannel awareness is born, becoming Syria Email Lists an aspirational towards which to walk and making it clear that what we want is to sell to our customers regardless of which channel we do it from. It is about taking advantage of all the tools that you have as a brand to improve the user experience with the aim that they buy more from you.
Why did this concept arise with the internet and not before? Well, basically because the network offers us the technological capacity that allows us to really implement an omnichannel strategy.
How to implement an omnichannel strategy
Now that you know what this is all about, the time has come for you to learn about the phases of omnichannel:
Basic phase: this is what you can aspire to and it consists of understanding that your goal is to sell to the end user, from whatever channel. Thus, to this end you align your sales strategy, so that the different sales channels push each other. We would see this phase Syria Email Lists, for example, when in a physical store there is no stock of a certain product, but there is in the online store, and the person who makes the sale in the first one helps the client to close it in the second.
Advanced omnichannel: This is the one you will probably never see, as it requires a lot of investment in technology. When talking about “user-centric”, what you are looking for is to get a unique token per customer. You see this intention, for example Syria Email Lists, in large fashion companies in which they offer you loyalty cards with the excuse of asking for your e-mail and obtaining said token, regardless of the channel. In this way, they know, at all times, what you buy in the e-commerce and in the physical store.
 Victor Font (Kave Home): How to create an omnichannel store from eCommerce
Why advanced omnichannel is so utopian
For advanced omnichannel, even at a basic level, you need to have, at least, a CRM in which to keep track of all user interactions with the brand, regardless of the channel they come from, both at the sales and customer service level. . Keep in mind that the first option gives you interesting information, for example, to send you a newsletter based on the …….