The Customer Journey Through the Omnichannel
Dan Wilson, NA
Talk to anyone in retail today, and it is hard to escape the term "omni channel." Retailers are being constantly reminded that they need to use every channel to deliver a consistent brand message, create immersive experiences, leverage customer data, integrate payment preferences, etc.
Give your customers a single view of you as a retailer, and you, in turn, can get a comprehensive view of your customers.
Is this relentless focus on omnichannel a turning point? I think so. Retailers been criticized for years for being overly invested in their old bricks-and-mortar way of doing things. Cynics might say they now have no choice but to adapt: In 2012, more retailers reported operating online channels than traditional storefronts.
So the net-net for you as a solution provider: If you have already been singing the omnichannel hymn to your retail customers, now is the time to sing even louder. If you are new to the story, there's never been a better time to add your voice to the chorus.
Still, when you sing the praises of the omnichannel, don't fall into the trap of oversimplifying. There's a reason why omnichannel (and/or hyper-channel) have replaced the previous multi-channel buzzword. It's not just semantics.
Omnichannel means more touch points -- but it also means more complexity. At its heart, it is a major realignment of the customer journey, with the traditional, choreographed, linear, store-centric brand interaction being replaced by a network of nonchoreographed interactions that take place online, out-of-home, mobile, social, and in-store. Getting a handle on the omnichannel challenge is all about mapping this new customer journey -- and looking for opportunities to enhance each interaction.
Customer journey mapping is not new. Companies that take customer service seriously have long put themselves in the shoes of their customers to understand attitudes, behaviors, motivations, emotions, etc. But with the profusion of channels and touch points, customer journey mapping has taken on more urgency and complexity.
A huge part of this is creating a more seamless experience across both online and in-store engagement. Consumers who are used to getting fast access to detailed information online are frustrated when they encounter a sales associate who knows less than they do. Or when they can't actually see and feel the solution in the store.
Intel has worked with a range of retailers on ways to address these and other steps in the customer journey, enhancing and streamlining the in-store engagement with more consumer analytics, interactivity, customized signage,
wireless sales associate tools, and more. An interesting example of a retailer that has moved out in front on this is Media-Saturn Group, Europe's largest electronics retailer. (Here's a detailed Blueprint of this solution in action, prepared in conjunction with the Platt Retail Institute.)
There is no single path through the omnichannel -- every brand and retailer is going to have different patterns and priorities. But ultimately, that means many opportunities for all those who are committed to delivering the solutions that will drive this journey. And that means you.
Give your customers a single view of you as a retailer, and you, in turn, can get a comprehensive view of your customers.
Is this relentless focus on omnichannel a turning point? I think so. Retailers been criticized for years for being overly invested in their old bricks-and-mortar way of doing things. Cynics might say they now have no choice but to adapt: In 2012, more retailers reported operating online channels than traditional storefronts.
So the net-net for you as a solution provider: If you have already been singing the omnichannel hymn to your retail customers, now is the time to sing even louder. If you are new to the story, there's never been a better time to add your voice to the chorus.
Still, when you sing the praises of the omnichannel, don't fall into the trap of oversimplifying. There's a reason why omnichannel (and/or hyper-channel) have replaced the previous multi-channel buzzword. It's not just semantics.
Omnichannel means more touch points -- but it also means more complexity. At its heart, it is a major realignment of the customer journey, with the traditional, choreographed, linear, store-centric brand interaction being replaced by a network of nonchoreographed interactions that take place online, out-of-home, mobile, social, and in-store. Getting a handle on the omnichannel challenge is all about mapping this new customer journey -- and looking for opportunities to enhance each interaction.
Customer journey mapping is not new. Companies that take customer service seriously have long put themselves in the shoes of their customers to understand attitudes, behaviors, motivations, emotions, etc. But with the profusion of channels and touch points, customer journey mapping has taken on more urgency and complexity.
A huge part of this is creating a more seamless experience across both online and in-store engagement. Consumers who are used to getting fast access to detailed information online are frustrated when they encounter a sales associate who knows less than they do. Or when they can't actually see and feel the solution in the store.
Intel has worked with a range of retailers on ways to address these and other steps in the customer journey, enhancing and streamlining the in-store engagement with more consumer analytics, interactivity, customized signage,
wireless sales associate tools, and more. An interesting example of a retailer that has moved out in front on this is Media-Saturn Group, Europe's largest electronics retailer. (Here's a detailed Blueprint of this solution in action, prepared in conjunction with the Platt Retail Institute.)
There is no single path through the omnichannel -- every brand and retailer is going to have different patterns and priorities. But ultimately, that means many opportunities for all those who are committed to delivering the solutions that will drive this journey. And that means you.
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