Why Is Omnichannel E-commerce Important?

Omnichannel eCommerce is an ecommerce sales approach that uses multiple channels and offers customers a unified experience across all of them. According to research from the Harvard Business Review, 73% of shoppers use more than one channel when shopping online.

What Is The Difference Between Omnichannel and Multichannel?

Multichannel

It is a strategy in which a brand is present on multiple channels, which its customers can use to interact with it. These can be, for instance, applications, websites, email, WhatsApp, WebChat, SMS, physical stores, etc. Of course, users expect to have a smooth experience on each of them. This is where omnichannel comes into play.

Omnichannel

An omnichannel e-commerce strategy envisions that customers may start searching on one channel and move on to another as a progression of their online shopping journey. Omnichannel completes a multichannel strategy and optimises it for today’s users.

What Are The Benefits Of Omnichannel E-commerce?

1) Offer a Cohesive Message

One of the main benefits of having an omnichannel e-commerce is that it offers your customers consistent messages about your brand. No matter where a user finds it, the message is always the same.

2) Understand the Customer Journey

Omnichannel e-commerce allows a business to collect and merge customer data from multiple channels. Combined, these provide a complete picture of what types of users are interested in the brand and their behaviour, making it easy to personalize the customer journey.

3) Personalization of The Customer Experience (CX)

Only by understanding the customer journey can CX be personalized. Omnichannel e-commerce allows you to create these types of experiences, which are essential for users, since they have a 30% higher lifetime value than buyers who only buy through one channel.

What Are The Challenges of Omnichannel E-commerce?

1) Stock In Physical Stores Vs. Online Stock

Many companies also display online the stock they have in physical locations. Products available in store fluctuate and may be out of stock when they have also been sold online. This is not always the best approach, as online transactions may be lost. A good way to solve this problem is to reduce the availability of “best sellers” items in e-commerce.

2) Lack of Infrastructure

When a business decides to implement an omnichannel strategy, its existing technology is often not up to the standards to be able to run such an operation smoothly.

3) Team Up With The Fight Partners

Having the best logistics, shipping, and e-commerce partners is crucial to omnichannel success.

With Enreach’s Omnichannel Contact Center, customers will be able to contact a company from their favourite channels, resolve their queries through Artificial Intelligence (AI) and connect with the most appropriate agent thanks to Smart Routing.

Likewise, agents will be able to manage all conversations from a single web application, supervisors will be able to control the level of service in real time and analyse the results to make the right decision-making.