What Is Omnichannel Shopping?

Omnichannel shopping is a process where a customer has a journey that involves lots of different platforms for communications and purposes to help them reach an end goal of conversion with your business. Omnichannel is a little more complex than similar processes, like multichannel marketing, where you’re discussing multiple pieces of content drawing the audience into your website for purchase.

With omnichannel shopping, you’re talking about the conversions that are had across channels as being the same conversation. A good company will use an omnichannel strategy and keep the conversation recorded. Therefore, your team should know what was said by the customer when they were talking on a different platform.

An example of this is a customer speaks to you on Facebook about the stock availability of a product. Then they call your sales team to reserve that same item and then the in-store team will know the customer has placed the reservation and paid for the item online.

Another example could be a customer who has looked at a product based on an email marketing campaign that you’ve sent out. Your IT system records that they clicked through and on the website asked your chatbot about delivery times. This is all recorded in a centralized database so when the customer places the order online, you can note where the customer has come from and what path they took.

There are several advantages of omnichannel shopping. The first is that you can be sure that your website is gaining the most revenue it can from the customers. Research has shown that omnichannel shopping can increase order values by between 15 and 30% and improve revenues across an entire business by 9.5%.

At the same time, it can also help reduce costs and improve abandoned cart rates, helping you to make more profit without the need to increase traffic levels through advertising.

However, the process does naturally tend to improve website traffic levels and can have a positive impact on reviews of the brand.

Several steps are needed to implement omnichannel shopping on your website. However, if you’re looking for one of the best options. Then you need to consider that you should be looking to utilise some great apps. One of the best omnichannel apps is Omnisend. This app has everything you need for your website to combine communication channels for a great user experience.

However, you will also need to rethink your marketing and strategy, helping you to build a better business and improve your customer service team’s interactions with customers.