Do you know what omnichannel actually means? The author of this article does:
The term “omnichannel” refers to the zigzag paths customers often take to arrive at a purchase. This can include many different touchpoints—online research, conversations with associates, mobile beacons, etc., in any given order.
The goal is to make it easier for people to find you, buy from you, and buy more from you, either digitally or in store. Consumers should be able to breeze in and out, from one touchpoint to another—to interact with the brand and close a sale or resolve an issue by any means, at any time, from any location.
If your omnichannel retail experience does not provide a simple, unified and personalized experience, you’re in second place. Or third. Or fourth. Because the best omnichannel retailers are doing all of this and more. They’re continuously innovating their retail experiences to provide a better experience for their customers.
If you are in second, or third, or fourth, we recommend you take a few steps to improving your omnichannel experience.
First, invest in the right technology and people.
A truly excellent omnichannel experience uses technology to understand its customers and people to build out experiences to provide its customers. Without truly understanding your customers, you can’t provide them with a simple, unified and personalized experience. Without the right tech hires, you can’t build this experience. They go hand in hand.
But it’s more than just investing in people and technology.
According to the same article mentioned above, there are two more things you need to transform your omnichannel customer experience:
A culture of risk-taking innovation
To transform, you must have people at the top willing to take risks and learn from failure. They also need to dedicate people and resources to improving the omnichannel experience for their customers.
A continuous feedback loop
Change and innovation doesn’t just come from the top. Your employees are the ones who deal with your business day-to-day and know what changes need to be made on the front lines. Therefore, there must be an open line of communication between the customer-facing employees and the C-level executives, and everyone in between.
Make these decisions and start becoming more competitive as a retailer.