4 ways retailers are winning at omnichannel experiences
When it comes to customer experience, omnichannel is a term that’s often overused but misunderstood. A strapline in many strategies but in reality is rarely realised. In short, it’s how individuals move across channels and between devices engaging in different interactions (or touchpoints) with a brand that enable them to complete some sort of a journey. Some companies believe that simply being present in a number of channels ticks the omnichannel box. Rather, it is about how well those channels are integrated in order to provide a seamless, elevated experience. Achieving an optimised experience is hard to master but not impossible. Here are four ways retailers go beyond just being present and truly deliver an omnichannel experience.
1. Ease the inevitable
There is no end-to-end customer journey that exists solely on one channel. Well, at least not one that builds a long lasting relationship with your customers. Be it picking up a delivery or returning a product, a point will always occur in the customer journey when users are required to overcome a barrier to move to the next channel. 49% of people email themselves a link to be able to continue an activity on another channel or screen, illustrating a common pain point that presents itself as an opportunity for retailers.
For example, ASOS bridge the gap between online orders and in-store pick up. Together with UPS, they provide clear next steps in a confirmation email and SMS and go above and beyond to show a picture of the pick-up location and directions to find it with a link out to navigation tools. Google Maps also implemented a simple feature that acknowledge users need to move between channels. They recognised that usually people research directions on a laptop and then use them again to follow them via mobile. Their quick share link is an example of simplicity at its’ best. Rather than be fearful of losing your customers to another channel, aid them on their way and make it as transparent and as seamless as possible.
2. Consistency is key
“Omni” refers to “all”, and implies that all channels are behaving in a consistent way. To build rapport between brands and people, companies need to offer reliability and familiarity. Argos, the UK catalogue retailer, demonstrate how channels and devices work in a cohesive way to market and service customers. A journey can be triggered through a campaign email which then directs to the responsive website. Whilst browsing the site it lays out the different ways to fulfil orders through live stock information of their nearest stores. Once an order is placed, customers receive an email and SMS with pick up instructions, which are then carried out in store via the self-serve screens. Once the order is picked up, a follow-up email is sent inviting customers to leave a review. This is a simple but effective example of how aligning your channels across branding, messaging and functionality creates a faultless customer experience.
You can also get creative with consistency, using it as an opportunity to delight customers and deliver added value. Nike ID is a great example, allowing customization of the shoe online including a 360 degree view of a 3D model. Upon delivery, the shoes look exactly how the customer designed them in the digital environment bridging the gap between digital and physical.
3. Tailor to the context
Yes, it is fundamental to provide a consistent and reliable service regardless of the channel but that does not mean you have to offer a one-size-fits-all experience regardless of context. Naturally, users will access your brand through their device and channel of choice. This isn’t a problem, but an opportunity to understand why users prefer that device or channel, so experiences can respond appropriately. On laptop or desktop, users tend to be in a researching or learning mindset, whereas on mobile they’re after speed and ease. If you look at IKEA’s homepage on mobile, the first service they offer is a store finder, whereas on desktop it’s promotional and inspirational content. Furthermore, different devices offer different capabilities that can be innovated upon. Home Depot’s mobile experience uses geo-fencing to know when a customer is in-store. They then shift the services offer away from eCommerce and towards an in-store map that directs them to products nearby.
4. Data is your best friend
Your channels need to speak to one another, using data from one touchpoint to inform the experience on the next. This can be used to understand the user at deeper level, not just the context of the experience but their likes, dislikes, mindset and needs. Orvis, the sports retailer achieve this by integrating a smart CRM tool. Employees are armed with tablets that provide a 360 degree view of the customer aggregating all data across web, email and in-store. The app doubles up as an inventory and commerce tool allowing employees to display relevant products which they can then ring up directly through the tablet.
Supermarkets, like Tesco and Sainsburys, also do this well through their loyalty schemes. They collect the data from across channels and then use it to offer personalized discounts via email campaigns. Here’s an example from a friend of mine, they’ve recognised she doesn’t use Sainsburys for regular food shopping so instead of offering generic food discounts, have instead gathered data from multiple sources to understand her interest (/obsession) with all things Vin Diesel.
Omnichannel is often the north star, but how to achieve it requires a holistic, empathetic approach that views experience in terms of what a customer wants regardless of how businesses are set up internally. There are unlimited ways to enhance the customer experience you offer, but to make it truly omnichannel, a significant investment is needed. Not just cost wise but time and focus wise to craft the most cohesive journey which will result in not just happy customers but ultimately a stronger brand and ROI.
Do you agree with my top 4 tips or have you seen other innovations that have shown true omnichannel-icity? Let me know in the comments below
Sources
- These key pillars came from some learnings from the Nielsen Norman Group. Highly recommend their training https://www.nngroup.com/
- https://www.opinionlab.com/omnichannel-experiences-must-drive-business-benefits/
- Argos, Nike, Google Maps, Ikea, Orvis, Tesco, Sainsburys
- https://www.shopify.com/enterprise/10-examples-of-outstanding-omnichannel-brands
