DMN Features Mark Scholz’s Article on Customer Centric Strategies for Omnichannel Success
Customer Centric Strategies for Omnichannel Success
The concept of omnichannel has gained popularity in recent years, becoming evident at Retail’s Big Show – NRF 2023. The event witnessed an intense focus on the “Omnichannel Experience,” with discussions, innovative sessions, and solutions aimed at helping brands succeed in an evolved retail environment – one that allows customers to purchase from diverse purchase channels.
An effective Omnichannel Experience strives for seamless integration of marketing, sales, and customer service across each of these purchase channels, creating a cohesive and unified customer journey regardless of the customer’s chosen interaction point.
The Challenge
Although the pandemic has amplified the volume of e-commerce transactions, the majority of purchases in the United States still occur within brick-and-mortar stores. Retailers must invest in establishing a unified and frictionless customer experience across channels in parallel to their investments in digital. Whether online, in-store, via mobile apps, SMS, or social media, each potential touchpoint along the customer’s journey applies pressure on retailers, reshaping their marketing strategies.
Marketers are encountering new challenges. For instance, imagine a shopper who spots a product on social media and decides to inspect it in person at a brick-and-mortar store. In this scenario, they might access the retailer’s website on their mobile phone for additional information. Such complexity highlights the intricacies of omnichannel marketing, demanding a seamless experience across these touchpoints for omnichannel success.
Incorporating the customer’s perspective into organizational strategies allows retailers to make smarter multichannel decisions. A powerful approach for building a deep understanding of customers is primary marketing research. When brands directly tap into the decision-making process of their customers and prospective customers, they significantly improve the odds of omnichannel success.
