As you most likely know, “Omnichannel” refers to a type of retail that integrates the different methods of shopping available to consumers (i.e., online, in-store, phone…).
While some say the concept is just a fancier way of describing cross-channel sales, others profess that “Omnichannel” goes further to encompass the continuity of the shopping or customer experience (CX).
To further illustrate this perspective, Todd Leach
VP, Client Insights at Service Management Group (SMG), an organization that focuses on customer and employee experience, writes that Omnichannel is changing consumer expectations and, in one of his blog posts, suggests that “speed” is high on the expectation list.
“Above all else, speed means seamless,” Leach says. “…and the idea of seamless is the root of an Omnichannel experience. Customer information must be available across multiple touch points throughout the customer journey to help make interactions with your brand both efficient and effective. Remembering a customer’s most-purchased items makes checkout a breeze… a push notification lets them open your app when they come near a store… one-click check-out saves customers from having to give the same information over and over again. These small details make a huge difference in a smooth and efficient customer experience—and that translates to a favorable brand perception and a boost in customer loyalty.”
It seems the online and in-store experiences are merging to better serve customers. The question is, will this ongoing evolution and the associated impact on the customer experience also drive customer loyalty?