From touchpoints to transactions: How does omnichannel commerce work?

Starting a business requires a lot of flexibility. You must know how to adapt your digital strategy to market changes in order to maintain engagement with consumers and stay competitive. The pandemic has only exacerbated this phenomenon, forcing companies to comply with the new standards overnight.

For merchants facing the ever-rising rise in online shopping, marketplaces, connected technologies, and augmented reality, traditional marketing is no longer powerful enough to drive customer engagement and conversion. Only targeted, convenience-oriented omnichannel strategies, which allow customers to choose the details of their purchases, can guarantee positive experiences. According to a study, companies that deliver exceptional customer experience succeed Increase their sales by 4 to 8%. In today’s highly competitive market, the importance of customer experience cannot be underestimated. With a strong multi-channel presence, brands can stand out and increase their chances of winning over consumers.

Omnichannel is not a new concept, but it has grown in complexity

In 2010, only 20% of companies were investing in omnichannel experiences. This number is now 80% and continues to grow. the reason ? Diversify the channels in which consumers find themselves. As sales channels evolved, consumers had the same expectations: A brand’s customer service should be consistent and of high quality throughout the buying journey.

Cyril Reinhard, Vice President of Setcor France

These omnichannel experiences are key to forming connections between brands and consumers. New ways to exchange are emerging: interactive signage, augmented reality or collaborative buying. They are part of everyday shopping experiences. Thus, marketers must deliver consistent experiences, sure, but also engagement. So how do you develop strategies aimed at turning focal points – stealth, into transactions?

Make connections with embedded data

Omnichannel experiences require integrated data, to avoid offering everyone the same things, as if all needs are the same and to ensure that every customer benefits from personalized and personalized marketing.

The data retraces the consumer’s journey: surfing the web, using the mobile app, and making in-store purchases. This data is essential to building strong customer relationships and creating engagement.

In order to solve the complexity of customer journeys, it is necessary to know where the exchange is and what the digital journey of customers is.

Embedded end-to-end channel data also helps sellers offer the right products, shipping methods, and services to each customer. By analyzing customer data, it will be easier to read their buying preferences.

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Data analytics helps measure the pulse of a consumer’s shopping habits and quickly take action on a new launch, effectively converting touchpoints into transactions.

Author: Cyril ReinhardVice President of Setcor France

(C) Figure. Pixels David Underland

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