Omnichannel - the blending of online and offline

Omnichannel, multichannel sales - although not long ago, many people thought these were just another buzzword, statistics prove that companies introducing omnichannel, significantly increase their turnover. Despite appearances, we are not in danger of completely eliminating stationary shops - customers like to have direct contact with the product. Therefore, in order for a company to fully develop, it is necessary to adopt a strategy that allows it to be present both in the virtual world and in the "real world". What is omnichannel? How does it differ from multichannel? What activities fit into these strategies and what is their role in e-commerce? Be sure to read our article as it addresses the issue of selling the future!

Omnichannel - definition

According to management dictionaries, omnichannel is not only combining sales and communication channels. It is essentially a philosophy that the customer should have access to all services in every possible channel. Another term for omnichannel is "multi-channel integrated commerce". What are the objectives of omnichannel? First and foremost, it is to create an effect that we can call increasing the 'discoverability' of a product. Channel synchronisation is designed to put the customer at the centre - literally. He or she is at the centre, and is surrounded by a myriad of opportunities, ways in which he or she can interact with the company. Today's modern technology is used by the overwhelming majority of consumers and if they are interested in your offer, they want to be able to access it from anywhere, in any situation.

The crux of omnichannel is to remove all boundaries between the different channels (sales and marketing) and thus create a unified whole. The more integrated channels a customer has at his or her disposal, the greater the customer experience will be. The outreach aspect is also important online and offline. The most popular example of such a combination is the collection in a stationary shop of purchases made in an online shop. This is the most popular solution, also for the Polish market. Many customers greatly appreciate the possibility to pick up their products in a stationary shop - if only because they do not have to pay for delivery. The time they save by not having to waste time searching for the product on the shelves also counts.

Omnichannel strategy - other solutions that fit in

Picking up purchases from an online shop in a stationary shop is, of course, not the only solution used in omnichannel strategies. Highly effective cross-selling. So-called cross-selling involves offering the customer additional services/products to those they have already purchased. Cross-selling using different sales channels is a commonly used strategy with which to increase the value of baskets. 

What might this look like in practice? Let's look at an example: you sell electronics, you have both an online and a stationary shop. A customer has ordered a laptop online and has chosen personal collection as his pick-up option. He turns up at your shop and you can then offer him additional productssuch as a mouse or an equipment cover. 

It is worth noting that cross-selling has virtually no risk - the customer has already made the desired purchase and sales can only increase. The effectiveness of cross-selling in an omnichannel strategy is enhanced by the fact that, as a retailer, you have information about what products have been viewed by a particular customer, so you can make a strongly personalised offer. The insight into this information is, of course, provided by the e-commerce system.

There is also growing interest from buyers in the possibility to make a complaintby combining sales channels. For many companies, it is no longer necessary to personally - "physically" - turn up at the shop to make a complaint or return. The buyer simply logs on to the shop's website, fills in the relevant form, submits the claim/return and waits for the courier to collect the product.

It is obvious that a person interested in an offer will be more likely to make a purchase after being informed that the shop allows this type of solution. Why? Because it significantly enhances the shopper's experience, but not only that. The current pandemic situation has also made us pay attention to safety and keeping direct contact with other people to a minimum. In the case of a company that does not enable a modern approach to complaints and returns, less resolute customers may abandon their purchase.

Omnichannel versus multichannel - differences

Although many people use the terms omnichannel interchangeably, they are not the same. There are also more differences than just the prefix - 'omni' means 'all'/'each' in Latin, while 'multi' means 'many'. Of course, the two strategies have a lot in common - one of the points of contact is presence on multiple channels. What makes them different is the approach to this presence. In the case of multichannel, channels can be treated as separate entities. In practice, this means that the chosen vision or method of communicating with the customer through a single medium will vary from channel to channel. In contrast, an omnichannel strategy is characterised by the fact that all of the platforms used (social media, website, app, call centre, stationary shop, e-commerce) will be penetrate. Communication with the customer, building relationships both online and offline, should form a single whole, thus aiming to provide the most a coherent experience in touch with the brand.

The difference noted in the juxtaposition of omni and multichannel is also the type of relationship built. The aim of multichannel is to reach as the widest range of customers by being present on different channels. An omnichannel strategy, on the other hand, is characterised by the fact that it can be used to retain a brand's existing customers. Introducing omnichannel sales activities and tools sends a signal to shoppers that you understand their needs, expectations and want to provide them with as many benefits as possible. 

Who is omnichannel for?

When discussing the topic of omnichannel, one often comes across the claim that, yes, it is an effective strategy, but only for large companies and extensive retail chains. This is a myth! In fact, the opposite is true. Do you have small companies? You will be able to implement omnichannel solutions more quickly and efficiently, and the way you reach your customers in a synchronised manner will certainly fulfil its purpose. This is, of course, to increase revenue and acquire more customers with a strong connection to your company and its offerings.