I recently came across a great article by Linda Bustos of Get Elastic
who describes the differences between “mutli-channel” and “omni-channel”. Linda
also expands on these terms and predicts what the store of the future will look
like.
In the early days of e-Commerce, traditional brick-and-mortar and
catalog retailers added transactional websites, becoming “multi-channel”
retailers. For many, the online “channel” functioned as its own entity with its
own systems, even with its own P&L competing against the box store or mail
catalog retail division. Some even outsourced e-Commerce – notably Target and
Borders, who let Amazon run their online stores for years before taking control
in-house. Regardless of the model, online and in-store customer experiences
were completely separate.
In recent years, the “multi-channel” concept has morphed into “omni-channel,”
these buzzwords often used interchangeably – but they’re not exactly the same
concept. If you want to get etymological, multi means “more than two”
and omni means “every.” You can operate in as many “channels” as you want, but you’re not
an omni-channel business unless there is interconnectedness between every touch point you offer from
the perspective of the consumer.
Omni-channel isn’t about pushing in-store customers to buy more online.
There’s a myth of the uber-profitable “multi-channel customer” that splurges
wherever you accept a credit card. It is about supporting the customer’s
shopping needs and preferences, with the online channel as much of a customer
service tool as it is an option to purchase from.
Accenture found 73% of
North American consumers have show-roomed at least once in the last 6 months,
and 49% think integrating stores with online and mobile touch points is where
retailers need to improve the shopping experience most.
Today, having a website with transactional capabilities isn’t an option
for retailers – it’s an expectation. And having a mobile-friendly site is now
table-stakes too, not just as a complementary touch point to the ecommerce
site, but as an in-store
shopping aid. You can read Linda’s full article here
including her predictions on what stores of the future will operate.
If you would like to know more about how B2BGateway can help support
your omni-channel requirements and improve your supply chain call +1
401-491-9595 (North America) / +353 61 708533 (EU) or email Sales@B2BGateway.Net
No comments:
Post a Comment