With consumer habits continually changing, a business needs to ensure they not only have a presence in multiple channels, they also need to speak with ‘one voice.’
Traditionally, sales came from bricks and mortar retail, where the consumer enjoyed a singular shopping experience. E-commerce was then introduced into the mix, increasing the options for consumers to buy whilst also providing another route to communicate with the consumer. Add to this a plethora of additional selling channels such as mail order, social media, wholesale, the list goes on!
A mix of selling channels was referred to as multi-channel – providing numerous touchpoints for consumers, yet very often, each channel was managed as silos and meant that a business was providing a variety of different shopping experiences, with different messages.
Multi-channel businesses also collect data and communicate through individual silos, significantly increasing the time, money and resources required to manage these induvial entities.
The evolution from multi-channel is to move to an omni-channel solution where the business provides a seamless consumer experience, each channel is integrated into one central system – real-time data can be shared across the business, be that sales, stock, merchandising, promotional management, and enable the business to centralise its communication – speaking with ‘one voice’ and ensuring the customer is at the heart of everything they do.
Not only does this improve brand awareness, it can also increase customer retention rates and sales.
An omni-channel solution ensures your message is heard, technology is used as an enabler to improve brand awareness, the customer experience, drive sales and be more efficient. Technology will save your business time and money and let you focus on growing the business.
To find out how we can provide an omni-channel solution to your multi-channel business get in touch here
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