Post by sifatahmed on Dec 27, 2021 2:10:30 GMT -5
It is almost like a litany that is repeated over and over again. Marketers must adjust their business strategy to be omnichannel.
The arguments that defend this position are varied and are closely linked to how consumers have changed and how what they expect from brands and companies has changed. The context generated by the coronavirus crisis has only accelerated the transformation process and made it much more important for the future of companies. Consumers seek to be able to connect with the company through all possible channels and for it to offer them a coherent and cohesive customer experience.
And, based on what the studies show and what marketers promise when asked about plans, omnichannel is at the epicenter of their concerns and their future strategies. However, when the focus is placed on what is being done, it is seen that, when push comes to shove, marketers show a reality that is not so focused on omnichannel. It is also something that does not happen only with companies with fewer resources because they are smaller. The Best Database Provider big ones are not doing much better.
The latest Gartner study on the matter makes that clear. Marketers may be promising many things, flagging others as crucial, and hearing about and reading about the key importance of omnichannel. Despite all that, they will not be able to close a real omnichannel strategy.
Gartner forecasts suggest that by 2022 50% of large companies will have failed to unify their different connection channels with consumers. It will be very important, but they will not have been able to do it. Those half of the companies that fall by the wayside will have a siled customer experience that lacks the necessary and important context.
What is - really - to be omnichannel
Additionally, marketers need to understand what exactly a good omnichannel experience is. It is not just about offering online and offline shopping, but about making a complete strategy. As noted by Gartner, a positive omnichannel experience is not limited to buying online and collecting in store or in a click-and-collect service. It is something much more holistic, encompassing sales, services, logistics or deliveries. It is to visualize the buying and selling process really as a whole.
"Frictionless omnichannel experiences allow companies to not only give consumers more purchasing and service options, but also allow them to quickly switch connection channels in the event of channel disruption," explains Matt Moorut, analyst at Gartner. "This enables marketers to better protect their critical revenue streams," he adds.
For the consumer, WhatsApp Mobile Number List it should matter rather little how he connects with the company and what channels he uses. The experience should be equally good and work at all levels.
Gartner recommends, for this, that work be done from above in the company taking into account different areas of action, to unify how it connects with the client and how it is served. Thus, for example, the loss compliance process should be worked on in a general way, making the online and offline really integrate to improve sales.
In sales, omnichannel sales should be incentivized, for example by making it easier for consumers to try to buy online and pick up in store, and digitize the inventory in a general and integrated way, so that there is a realistic and complete vision of what they are. the best options in the sales process. In the relationship with consumers, it is very important that messages are consistent from one channel to another.