The changes in consumer behavior in 2020 has made an omnichannel strategy crucial. Consumers want better prices, options and convenience, and with the digital world already solving two of these demands, the era of convenience is truly ramping up.
There are multiple omnichannel approaches, and when looking at it from an e-commerce angle, an effective strategy can drive increased sales and revenue.
Here is why omnichannel commerce is so valuable and what you should expect from it.
The pandemic changed a lot, but the most significant change it has on the way customers buy is how and where they do it. The diversity of channels have forced companies to meet their customers where they are and not the other way around.
According to recent retail studies, 76% of U.S. consumers shop online, and it is predicted that e-commerce sales could nearly double by 2024. However, where customer journeys used to be relatively linear, they’ve evolved to become entirely diverse.
With greater selections and options online, brick-and-mortar retailers must create a shopping experience that invites customers back to see, feel and experience a brand.
“Frictionless omnichannel commerce provides consistent, streamlined experiences across channels throughout the customer journey, and this has increased in importance since the outbreak of the pandemic.” – Matt Moorut, principal analyst in the Gartner Marketing practice.
Changes in the way customers buy have given us more data to work with, analyze and gain insight from. As a result, companies must adapt to the growing dynamics of their data and optimize their analysis methods.
A comprehensive, integrated omnichannel strategy empowers you to centralize data from all your sources and channels. This determines the best ways to meet customers where they are and provide the best service wherever they shop.
Omnichannel transforms every phase of the customer journey.