Omni-Channel Retailing is the evolution of multi-channel retailing, but is concentrated
more on a seamless approach to the consumer experience through all available shopping
channels, i.e. mobile internet devices, computers, brick-and-mortar, television, radio, direct
mail, catalog and so on.
Retailers are meeting the new customer demands by deploying specialized supply chain strategy
software.
To use all channels simultaneously, and retailers using an omni-channel approach will track
customers across all channels, not just one or two.
In the brick-and-mortar channel, digitally-savvy consumers are entering stores already well-informed
about a product’s features and prices, and expect store employees to know more than they
do.
Using omni-channel retailing while working with the "Connected Consumer", all shopping
channels work from the same database of products, prices, promotions, etc.
Instead of perceiving a variety of touch-points as part of the same brand, omni-channel retailers
let consumers experience the brand, not a channel within a brand.
Merchandise and promotions are not channel specific, but rather consistent across all
retail channels.
The brick-and-mortar stores become an extension of the supply chain in which purchases may
be made in the store, but are researched through other "channels" of communication.
With omni-channel retailing, marketing is made more efficient with offers that are relative
to a specific consumer determined by purchase patterns, social network affinities, website
visits, loyalty programs, and other data mining techniques.
It is important here to understand that there are atleast 3 dimension to Omni Channel
1.
Omni Channel : Brick2Click 2.
Omni Channel : Device2Web 3.
Omni Channel : eAve2Web It makes lives easy once we put three dimension
into different boxes to analyze and for strategical decision making
Benefit A move to omni-channel retailing can create
a more knowledgeable consumer, so store employees need to be more knowledgeable about merchandise
carried and production processes.
There’s a lot of talk today about omni-channel, but a series of underlying factors are driving
this experiential change for consumers.
As a result, retailers and brands have to reformulate their supply chain strategies
to match this paradigm shift in consumer demand.
According to IDC Retail Insights, omni-channel shopping “requires providing an immersive
and superior customer experience regardless of channel”.
Omni-channel retailers carry merchandise that is customer-centric and is not specific to
any channel(s).
Supply chain visibility is necessary to enable omni-channel sales.
Up-to-date information Real-time data may be necessary when moving
towards an omni-channel approach, as socially connected consumers move from one channel
to another, expecting their stopping point to be "bookmarked", then allowing them to
return through a different retail channel to finish the browsing or purchase process
where they had originally left off.
A consistent and convenient brand exposure from an omni-channel retailer will create
better top of mind awareness from consumers.
Heavy investment Preparing for an omni-channel presence will
require a heavy investment of both time, and money.
Communications between the IT department, marketing department, and sales staff will
need to be as smooth as possible with little confusion about goals and strategies.
A clear and thorough understanding of the customer, or target market, is required to
be able to make appropriate decisions about channel integration and usability.
Because brick-and-mortar sales influenced by online search are four times higher than
total e-commerce sales, omni-channel retailers need to be informative, personable, always
connected and allow channel transparency.
References
External links IDC Retail's Guide to Enabling Immersive Shopping
Experiences[1]