A Brief About Unified Omnichannel Experience – Why Is It Essential For Your Business In 2023 & Beyond?
A few decades back, the eCommerce journey of a business started by just adding its online presence. Later, we had email marketing campaigns to create awareness about the online presence of a business through emails.
Well! A few years back, things changed completely. Businesses and brands need a broad-based strategy to sustain and achieve success, this is where omnichannel marketing was born.
This article elaborates on omnichannel marketing and why companies are keen on implementing unified omnichannel experience in 2023 and beyond.
What is Omnichannel Marketing?
It is a set of activities or actions taken by a brand or business retailer to create awareness of the business among the target audience across multiple customer touchpoints like websites, applications, social media, and so. The omnichannel marketing techniques offer a seamless shopping experience to the consumers throughout their buying journey across all the channels or touchpoints.
Omni-channel is a lead nurturing and user engagement method in which a business gives access to its products, supportive services, and offers to its prospects or customers on every channel, platform, and device. For example, businesses offer prompt support not only on their desktop website, but also through the phone, email, live chat, and Facebook Messenger.
Omnichannel marketing is important to businesses, especially those involved in commerce activity because it helps customers get a positive experience throughout their shopping journey. With this brands or retailers can reduce the rate of churned customers dramatically and build a positive reputation among their potential buyers.
Benefits of Omnichannel Marketing
Omnichannel strategy is the option that offers brands to cater to consumer demands and evolving market conditions. Everyone in the competitive business sector can use the omnichannel experience to get the following advantageous things.
- Greater reach
- Increased profits
- Boosted customer satisfaction
Apart from that, here are a few more aspects offered by an omnichannel platform that can benefit your customers and your business.
More Options To Consumers
Omnichannel offers a more frictionless experience to the buyers by providing integrated and relevant channels for making a purchase.
Gives Control on Customers
For businesses involved in eCommerce activity, it is important to deliver the right thing which their consumers looking for. By providing more channels to access online stores, consumers can feel more comfortable and have a better shopping experience. This gives a real upper hand for brands on taking control over their buyers.
Just like mentioned above, once consumer starts getting a positive shopping experience they will keep visiting again and again to shop more. This will eventually increase your business revenue. According to a recent study report, consumers have the option of multiple channels to access online stores and do a higher percentage of shopping than shoppers having a single channel.
Drives More Potential Customers
The omnichannel platform delivers a better customer experience. Once consumers experience a better shopping experience from a brand it builds customer loyalty and starts promoting their experience with others through word of mouth promotion. This will attract more potential buyers to your business without spending an extra amount on marketing.
Understand Customer Behavior
Customer journey through the omnichannel will help brands or business retailers to understand their customers very well by gathering their data. Omnichannel gives valuable insights to brands on pointing where customers are facing issues and allowing them to overcome those issues.
Unified Omni-Channel Experiences – What is it?
We all know omnichannel delivers a composed environment for retailers with stand-alone systems. And for businesses involved in eCommerce activities, omnichannel acts as a tangled web for multiple channels through seamless integration.
Though omnichannel offers a wide range of benefits to all types of businesses yet it fails to provide a consistent customer experience (CX). We can describe that as not offering enough environment to understand the customer’s point of view.
To overcome that challenge, experts have built unified commerce by keeping customers in mind. This unified omnichannel commerce solution offers a centralized platform by which retailers or brands can deliver superior customer experiences (CX).
Unified commerce should be the goal for modern-day business. It delivers customer-first commerce and a seamless shopping experience to customers in all touchpoints. Unlike omnichannel which simply connects multiple systems, this unified commerce shares consistent, accurate, and timely information to multiple systems through a centralized platform.
How Unified Omnichannel Commerce Creates Positive Impact On Your Business?
Throughout the customer buying journey, unified commerce unifies the product information and helps retailers or brands to deliver the right information to customers across all channels. Even your sales team can also benefit from the right product information shared by a unified commerce platform.
Apart from that, here are the lists of a few notable impacts created by a unified commerce platform to your business.
What would a business look like apart from increasing its sales? Unified commerce platform delivers exceptional shopping experience to consumers by leveraging product data. This helps drive more potential buyers’ attention and increases sales.
Improves Operational Efficiency
With the help of technology, a unified commerce platform connects your business ecosystem with the SSoT (Single Source of Truth). By doing so, eventually reduces operational errors, and cost. This simply improves the operational efficiency of a business dramatically.
Forecasting Customer Behavior
Forecasting your customer behavior becomes so easy with the high data accuracy to deliver by the unified commerce platform. The more accurate data you have will make things easier for you to predict your consumer behavior on shopping for your products.
With this brands are able to design efficient promotional campaigns and introduce innovative revenue-generating opportunities.
Better Inventory Management
The cross-channel visibility feature provided by the unified commerce platform gives an organization an upper hand on noticing their inventory stocks. With that, they can easily take necessary actions on overselling or underselling certain products based on their inventory details.
Automates Business Process
The unified commerce platform gives you the power of automation. With this, companies no longer need to spend more time on performing manual business processes, especially on dealing with critical processes like making a vital decision.
The unified platform gets rid of all those hassles through automation and enables employees to increase their productivity. This drives businesses towards the increase of their revenue.
Modern customers are expecting more shopping experiences from the brands across all channels serving anywhere and anytime. To fulfill those demands, brands and business retailers need to understand the necessity of implementing more than multichannel or omnichannel platforms do.
They need to be ready to face the extensible and scalable features of a unified omnichannel commerce platform.
How to Build Unified Omni-Channel Experiences?
Many successful organizations around the world prefer to use omnichannel marketing as the integration and cooperation of their channels to interact with customers to create a consistent brand experience. The main objective of this marketing strategy is to make a convenient and seamless user experience for all customers. It gives customers the chance to identify and order online, in-store, or buy online and pick up in-store.
Qualified business people behind the administration of the organizations across industries these days leverage their omnichannel strategies. They make certain that omnichannel marketing lets them engage with brands on their terms and leads to very good customer experiences.
Omnichannel marketing is all about the seamless integration of various customer touchpoints both online and offline and creating an impactful customer experience. There are so many methods to enhance the omnichannel customer experience. You have to focus on all such things right now and make a good decision to decide on and use the realistic method to build omnichannel experiences.
Salespeople, marketers, and customer support representatives nowadays understand the overall significance of reacting to changing behaviors of customers and target audiences. They can use the holistic method that is an omnichannel experience.
Multiple Factors to Build a Seamless Unified Omnichannel Experience
Building the appropriate and unified omnichannel experience for the business has to begin with identifying your customers and what they want. You must find your core demographic and discover the desires of such customers by collecting and listening to the feedback of customers.
Unified omnichannel experience is a combination of several factors including, but not limited to the following.
1. Data management
A unified and consolidated version of the complete datasets present in the single source of truth or company is the main part of successful data management. The data management process has to be carried out properly to complement the omnichannel brand presence with consistent and relevant information regarding products across all touchpoints.
Utilizing Pimcore, we build powerful data management platforms that allow us to manage the data in a single location. To manage product and related data, we deploy product information management solutions. For the centralized and effective management of organizational data, we build a master data management platform. Using the advanced capabilities of Pimcore, we build many solutions for different types of data management.
2. Connected systems
If the internal systems of the business are siloed, then the omnichannel method is incomplete. You must integrate several applications and deploy the application programming interfaces to increase data transfers between them.
This would successfully synchronize real-time inventory handling as well as the dynamic management of customer data across several touchpoints like the kiosks, point-of-sale, and Internet of Things devices.
3. Shared workflows
Business people have shared workflows between the stakeholders, third-party entities, and employees to let them access the complete product details based on their roles. Data can be successfully distributed throughout the retail ecosystem when strong information is present in the master file and let access through the application programming interface calls.
4. Assigning attributes
Assigning appropriate attributes to every inventory unit is useful a lot to enrich the customer experience and do everything to push forward the buying journey. This process helps a lot to make warehousing easy and in-store staff comfortable to have very good product visibility for successfully creating a compelling retail experience as expected by the buyers.
5. Segmentation and targeting
Access to the appropriate data on time is very important for understanding and segmenting the overall customer base. You have to successfully personalize unique content for every segment of customers and weave customized experiences for them.
6. Map the customer journey
The customer experience game is evolving rapidly and the leaders of the pack seek how to enhance the customer experience through mapping the overall customer journeys. You can analyze the customer journey and locate pain points to see where you lose your customers as broken linking is preventing an omnichannel experience.
7. Collect feedback
The main part of the data analysis process is the actual collection of feedback from every customer. Your method to collect feedback and how to focus on each feedback channel affect your results.
Successful businesses collect feedback from different channels like social media, reviews, surveys, and support surveys. You have to design the first-class feedback analysis program and understand the scope of customer feedback to adjust your collection method.
8. Distribute analysis
Data democratization is otherwise known as the distributed analysis process. It makes the majority of the non-code data revolution revolutionize the customer experience method by placing the power of data in the hands of employees.
9. Implement effective customer experience tools
If you have successfully located friction points within this journey of building an omnichannel experience, you have to try and fix them without delay. You can read honest reviews of the top customer experience tools to solve the majority of things like using the automatic ticket routing and logging trackers and live-agent support chat.
As a beginner to the omnichannel strategy, customer experience is the foundation and useful to grow the customer base and revenues. Smart and experienced business people nowadays are successful as they deliver compelling customer experiences continually. It is the right time to find and invest in the master data management platform and product information management to be successful in your approach to building unified omnichannel experiences.
You may own and administer any type and size of the business at this time. You can contact a reliable company to get the omnichannel customer experiences by using various facilities and platforms designed to create loyal and engaged customers, streamlined customer services, competitive advantage via integrated omnichannel interaction, and enhanced business performance.
A good unified omnichannel method ensures that all customers have a consistent and positive experience on the channel because of the customized messaging as per specific interests, consistent and identifiable brand tone and vision, and content informed by the past interactions as well as the current stage of the journey of buyers.