Structuring your omni-channel system

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Structure your omni-channel system

Omni-channel marketing aims to create the most complete customer experience through the company’s advertising and commercial networks.

the market and consumer needs change every day, omnichannel is the best way to target the customer.

To provide a consistent and seamless shopping experience, retailers must adapt and adopt an omnichannel vision of their distribution strategy. They will be able to eliminate the barriers felt by consumers during their purchase journey, increase customer loyalty and seize more sales opportunities.

1. how to structure an omni-channel strategy?

First, to develop an omnichannel strategy, it is necessary to list all the channels that customers use to make contact with the brand.

the goal is to offer an optimal customer experience and quality.

the company’s strategy to implement the omnichannel, must take into account market developments and also changes in customer behavior.

You have to customize the customer journey.  this will allow to increase sales significantly but also to be able to retain the customer by building confidence to also recover a maximum of data

you also need to know your clients at your fingertips, for this there are tools to collect a lot of information (survey, comments, services, surveys...)

1. centralize customer data

once the data is retrieved, it must be centralized to be able to analyze it and to use it throughout the process of exchange between the channels.

To centralize the data, we can set up a CRM.

CRM is a concept that promotes the centralization within a database of all interactions between a company and its customers. This makes it possible to share and maximize the knowledge of a given client and, thus, to better understand, anticipate and manage its needs

Data is therefore an issue. It creates value by generating additional revenue, creating customer satisfaction and optimizing costs and processes. It becomes a key asset in the competitiveness of companies, in the same way as the portfolio of clients or know-how

1. the benefits of the omnichannel strategy

• offer a personalized experience to customers will allow to retain it and in a second time to increase sales
• Thanks to the implementation of the omnichannel strategy, the company will be able to anticipate technological advances and adapt to new consumer habits
• As customer time is precious, the omnichannel will allow them to benefit from an instant service, which for example reduces queues in physical stores
• Customers will benefit from more transparency, as the company will be able to provide clearer information, regardless of the channels they prefer to use

in summary the benefits will be:

🡪 The increase sales

🡪 customer loyalty

🡪 Customization of the offers

🡪 Better data collection

1. example of an omnichannel strategy

A sports shop becomes aware that there is going to be a sports event in the town where the shop is located.

It has a website with little traffic and a rather local clientele.

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