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Omnichannel - A strategy for all sales channels
Katharina Rösner
The digitization has an impact on our consumer behavior and to trade. Shopping does not only consist of the purchase itself, but this also includes Customer journey And the Customer Experience. Shopping becomes an experience. Brands and companies must meet customer expectations. They should be visible on all channels, wherever their customers are, and the Connect channels. That is the goal of Omnichannel. You can find out exactly what that is in this article.
Omnichannel Is a marketing strategy, or a business model. The word suspends Omni From Latin Omnis “Everyone, everyone” and English Channel 'Channel' together. It therefore means as much as “all channels” and describes the Using different channels or platforms to promote or sell products. The channels are also supported by a softwares merged.
If you already use several sales channels, this is referred to as multichannel. By definition, just two channels are enough. For example, you have a retail store and a online shop. The multi-channel concept has evolved into standard developed because the ecommerce it requires.
single-channel means distribution via a channel, i.e. a store or a webshop. To survive on the market as a company, that is not effective. Through the Internet, users are permanently connected and always have access to information. To reach them, you should be on the same channels as them. If you don't reach them, you lose them as customers.
Another variant is Cross-channel. For example, you have a store and distribute discount codes that your customers can redeem online or vice versa. You also use multiple channels, but you don't connect them.
However, the link makes sense because you can collect all customer data from different platforms. This gives you a better overview of their buying behavior. Customer data is bundled via CRM systems. These are customer relation management solutions. These solutions collect customer data via user tracking, link it and evaluate it to customer profiles to create.
Data that CRM software can record includes purchases per person per day, the time a customer spends on the platform until they buy something, or whether or how often they cancel a purchase. It records where or how customers shop and whether they receive advertising via a newsletter or social media. It also documents which products customers buy. When this data is collected from different platforms, the software for managing customer relationships can combine it into a customer profile. Employees can give the customer personalized advertising View or send an email with individual Product suggestions send.
Without such software, the sales channels are not connected to each other and the data would have to be evaluated separately. If the data is not combined at all, the customer will not have an optimal buying experience.
However, linking the channels also means that customers can see, for example in the online shop, whether an item is available in the nearby branch. This saves them the hassle of packaging and returns if they don't like or fit the product after all. They can then simply pay locally using the shop's app. This allows customers to design their shopping experience in a way that is most convenient for them.
Accounts can be created in the software for any customer or potential customer. All data about a customer is automatically combined. This includes contact details, but also data collected by accounting, for example. In other words, invoices or delivery notes. All employees of a company who are in contact with the customer can access the relevant data via the software.
The software evaluates the data automatically off. If the evaluation shows that a customer is very promising and could mean more revenue for the company, it can be prioritized. From the software overview, an offer can be sent to him directly by email. This shows from the data in what value, how many and which products he bought. This is how product suggestions are generated and Predictions for future purchases calculated.
The reasons why it is important to rely on omnichannel is above all data collection. It is the basis for customer loyalty And the personalization and therefore also for the Sales increase.
In the fierce competition in e-commerce, data collection is essential. This is of course also with multichannel possible. Omnichannel can merge these channels for improved User Tracking. Using the various platforms, you collect customer data and evaluate it. So can you the Customer journey analyze. This Customer journey visualize for your company the Customer touchpoints. In other words, at which points customers were in contact with your company and what steps they took until they bought your product, for example. If you know the customer journey, can you make improvements to customer experience, to improve the customer experience. Optimization is important for customer loyalty.
Due to the high level of competition, it is necessary to Customer Experience to design as well as possible. You build customer loyalty not only through your products, but also through the entire buying experience. This should therefore be as individual as possible.
If you know which products a customer bought and how long it took her to complete the purchase, you can do something similar to her Suggest products or try to improve the experience on the website. You can also see which sales platform she used and when and how much she bought. This allows you to give her suggestions that are tailored to her preferences.
Through the Internet, customers are always informed about the products they buy. Studies show that they are comprehensive before you buy Obtain information and don't want to search the entire Internet, but expect information from the brand, shops or retailers themselves. This is also part of their customer journey and the Customer Experience on top of that. As a company or retailer, you must requisitions who meet customers and meet their requirements customizeso as not to lose them.
Customers' demands also include seamless switching between sales platforms. They want to shop on the go, which works better via an app than via a web browser. The seamless switch means an extremely convenient buying experience for customers. If they have a good experience with a brand, they will probably buy there again. Companies should therefore make it easy to switch between platforms. This is done, for example, by the channel bundling via a CRM solution.
When you collect the data, you know a customer's preferences and can personalize advertising for them. You can also do the entire Tailor the buying experience to the customer. If you respond individually to your customers, you usually also strengthen customer loyalty.
Customer loyalty is important in order not to lose customers to other companies. If user tracking runs across all channels and the channels are connected through omnichannel, you get a comprehensive picture of the customer so that you can tailor sales to her needs. This makes it more likely to keep her as a customer. As a company or brand, this should be your goal, as you have customer loyalty Yours too Increase sales can. Not only does the customer benefit from personalization and retention through data analysis, but also you yourself.
As a result of constant networking, consumers have ever higher entitlements on her shopping experience. It is important to do justice to them and offer them the best customer experience.
For this, it is essential to collect customer data. It is essential to use multiple sales channels, because as a company, you want to be present wherever your customers are on the move. It is optimal to bundle these channels and through a CRM software combine the data in a single account. That's what she does evaluation easiest and most efficient.
How good that FrachtPilot also supports the CRM approach. This allows customers to seamlessly switch between different sales channels. For example, between an online order via app (android / Apple) and local shopping in the farm shop. Customer data is collected from every sales channel and automatically combined into FrachtPilot. The seamless transition means a plus in the buying experience for customers. And for you, an increase in turnover. Because that's how your customers have a great marketing experience and are likely to buy from you there again.
Of course, FrachtPilot also automatically evaluates the data. If, for example, the evaluation shows that a customer is very promising and could mean more sales for a retailer, it can be prioritized. From FrachtPilot, an advertising email or a message can be sent directly to his mobile phone. But FreightPilot can of course also do more.
Denn FrachtPilot supports you with all (ERP) tasksthat arise when you market food. Holistic! Not only when it comes to omnichannel, but also ;-).
From online store for pre-orders, via Invoice and inventory management, Route planning or Parcel delivery up to DATEV export.
Just get in touch with us! We would be happy to advise you on how FrachtPilot can support you in your business Of course she is guidance free of charge and without obligation.
In addition, in an equally free and non-binding Test period Put the FrachtPilot through its paces for 30 days!
