What is omni-channel? Differences from multi-channel and key points for successful omni-channel strategy[Part 1]
If you're a company that operates mainly in retail or e-commerce sites, you've heard of "omni-channel." The concept is valid not only for sales but also for all businesses.
This time, let's deepen our understanding of omni-channel, which has become firmly established in the last few years.
What is omni-channel? Why is it attracting attention?
In the first place, "channel" means "contact with consumers in sales activities". There are various channels such as physical stores, catalogs, personal computers, and smartphones.
Omni-channel is a state in which customers can purchase products and receive services without being aware of the differences between each channel.
In the past, advertisements, leaflets, signboards, etc. were used to guide customers to stores to encourage purchases. However, the Internet is now closely involved in collecting and purchasing information.
In addition, information sent by customers such as SNS is regarded as important, making it difficult for companies to send information. Due to such changes in the consumption environment, customers' consumption behavior is also changing.
For example, the following can be mentioned.
・ Digitization of information sources = Customers choose information
・ Importance of word-of-mouth = Customer evaluation creates a brand
・ Diversification of needs = Customer experience value is important
Benefits of omnichannel
So what are the benefits of promoting omni-channel?
There is an increasing number of behaviors called "showrooming" in which people do not buy products confirmed at physical stores on the spot, but buy products at cheaper prices on EC sites. This is a big problem for retailers.
For example, let's say you get an explanation about a product you saw at a store and decide to buy it. However, as a result of searching with a smartphone etc., I found that the same product was sold cheaply on other store EC sites. Therefore, we take actions such as purchasing at that store instead of at the store. At this time, showrooming measures are to provide value so that the EC site can also select the company.
Countermeasures include creating a flow line from the store to the company's EC and sharing points.
Consumption behavior such as "webrooming", which is the opposite of this, can also be seen. In this case, use EC sites and SNS to thoroughly compare products and services. After that, you can buy it at a physical store. With regard to this approach to consumer behavior, it can be said that omni-channelization, which allows the flow of guiding customers to physical stores, is effective.
It is also important to centrally manage the consumption behavior of customers in each channel such as physical stores, EC sites, and SNS. It is also an advantage that you can expect to create and increase repeaters and fans by creating a synergistic effect and increasing the brand value of your company.
What is multi-channel?
Differences between omni-channel and multi-channel
Let's look at the difference from "multi-channel", which is easily confused with omni-channel.
This "multi-channel" is an image of the stage just before the omni-channel. There are multiple channels, just like preparing a physical store and an EC site, and it is in a state of providing the information and products that customers want. We approach customers from various channels such as SNS, e-mail newsletters, and TV commercials, as well as EC sites.
However, each channel functions independently, and it can be said that it is not integrated, centralized, or linked.
From there, a further developed strategy is "omni-channel." Omni-channel means that you can connect various channels, and you can purchase products from any channel without being aware of it. When I went to look for the product I was looking for in a physical store, I searched on the EC site and purchased it because it was out of stock, which is within the scope of multi-channel. However, omni-channel is to connect the purchasing experience of the store and the EC site so that you can pay for the products searched on the EC site at the store and receive them at home.
What you need to do to make your omnichannel strategy successful
So how can you make your omni-channel strategy successful? First of all, as a basic idea, it is necessary to provide our own value to customers who utilize all channels. To that end, it is important to understand what kind of background the customers who use each channel have and what triggers their consumption behavior.
What can be said in common with " digital marketing, " which we often hear these days, and the various keywords associated with it, is that marketing focuses on "individuals (data)."As channels that serve as points of contact with customers, build EC sites that can be accessed not only from physical stores but also from mobile devices, create, introduce, and disseminate mobile apps, introduce customer management systems, and manage customers, inventory management, and orders. It is necessary to unify the system such as management.
Summary
This time, we have explained the basic concepts and benefits of omni-channel, and the preparations necessary for a successful strategy. One of the reasons why many companies are paying attention and taking measures is that their lifestyles and environmental changes, especially their involvement with digital such as SNS, have rapidly deepened. Regarding the omni-channelization of our services, it is important to repeat analysis, measures, and restructuring many times, and to think in the long term so that the PDCA gear will work well. If you can understand the basic concept and realize a true omni-channel, it will lead to the acquisition of a large asset of customers, who will be repeaters and fans for the company.
Omni-channel related solutions
Point management
Membership management
0 Comments