Omnichannel w e-commerce – co to takiego i jak to ugryźć?

Omnichannel Marketing

Rok 2017 w branży e-commerce upłynął pod znakiem omnichannel. Jak rozumieć to tajemnicze pojęcie? Omnichannel jest nowym sposobem myślenia o kontakcie z klientem. Zakłada, że klient jest w centrum wszystkich działań sprzedażowych i marketingowych danego biznesu i otacza go cała siatka kanałów sprzedażowych, pomiędzy którymi może swobodnie przeskakiwać.

Choć w gruncie rzeczy idea omnichannel nie jest nowością, na polskim rynku wciąż nie ma zbyt wielu biznesów, które korzystałyby z tej strategii w praktyce. Wielka szkoda! – Kto pierwszy ten lepszy, a kto lepszy, ten na pewno może liczyć na zysk.

Omnichannel w praktyce

Współczesny klient żyje szybko i wymaga tego, aby nasz sklep internetowy był dostosowany do jego potrzeb. Problem polega na tym, że klientów są tysiące, a każdy z nich oczekuje czegoś innego. Jak więc dopasować swoje działania do oczekiwań wszystkich? Odpowiedzią jest właśnie omnichannel,czyli strategia, której główną zasadą jest integracja wszelkich działań sprzedażowych i marketingowych. Co to oznacza w praktyce? Poniżej znajdziesz kilka przykładów:

  • Sklep stacjonarny oraz sklep internetowy są spójne stylistycznie i oferują takie same usługi oraz produkty.
  • Klient może kupić coś w sklepie internetowym, a oddać to w sklepie stacjonarnym i odwrotnie
  • Aplikacja, strona WWW, sklep social oraz sklep stacjonarny „mówią” do klienta tym samym językiem.
  • Sprzedawcy we wszystkich punktach obsługi klienta mają dostęp do takich samych informacji na jego temat i działają w oparciu o te same standardy.

Czy to wszystko? Nie do końca. Omnichannel to w gruncie rzeczy sposób myślenia, który definiuje kupowanie nie jako jednorazowe wydarzenie, ale pewien proces, będący znaczącym doświadczeniem. Specjaliści zakładają, że pomimo rozpoczynającej się ery omnichannel sklepy stacjonarne będą nadal istnieć, jednak ich rola i sposób funkcjonowania znacząco się zmienią. Wirtualne przymierzalnie, możliwość płatności za pomocą technologii NFC, szybkie wyszukiwanie produktów opisanych w newsletterze na półkach we wszystkich siedzibach firmy czy wgląd w aktualny stan magazynowy sklepów to przyszłość, a kto pierwszy wdroży takie rozwiązania w swoim biznesie, z pewnością na tym skorzysta.

Banner Omni-Channel

Kto wygra konkurs o względy klienta?

Trudno o jednoznaczną odpowiedź na to pytanie, jednak jedno można stwierdzić z całą pewnością – ten, kto wyjdzie klientowi naprzeciw, wyprzedzi peleton. W dzisiejszych czasach dobra strategia sprzedażowa musi być oparta na przewidywaniu oraz realizacji tych przewidywań. Musimy wiedzieć pierwsi, czego chce nasz klient i mu to zapewnić – tylko w taki sposób prześcigniemy konkurencję. Oczywiście, to zadanie jest bardzo trudne, a do jego realizacji będzie potrzebny zarówno dobry system CRM, nowoczesne technologie, nieustanne analizowanie aktualnych wyników, jak i biznesowa smykałka. Tylko zintegrowane działania pozwolą nam być o krok przed klientem, co zapewni naszemu biznesowi pewną przyszłość na rynku e-commerce, który już wkrótce stworzy jedną spójną całość ze sprzedażą stacjonarną.

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