What is omnichannel business transformation?

Omnichannel transformation is now essential for all companies, making the customer experience more unified and fluid. So what are the challenges of omnichannel? And what actions should be taken to implement an omnichannel transformation in companies? The answers in this article.

 

Omnichannel transformation: definition and challenges

A major challenge for retail and distribution companies, omnichannel transformation consists of unifying a multiple customer journey, by offering different points of contact to the consumer. This change is intended to provide the customer with a better shopping experience, online and offline. This transformation thus makes it possible to Boost the company’s performance, regardless of its field of activity.

Omnichannel transformation today responds to a need of customers, but also to a desire for evolution on the part of retailers: according to an IPSOS study in partnership with OSF and Demandware, 88% of them consider omnichannel as a priority strategy.

 

Why implement an omnichannel transformation?

Today, 71% of French people consider the omnichannel journey to be a priority and 69% of them say they are ready to change brands if it has not undergone an omnichannel transformation (Sources: LSA/HiPay studies). L’Omnichannel is therefore an essential model for meeting the current and future needs of consumers and for maintaining the company’s competitiveness.

• Improve the customer experience

Delivering an omnichannel shopping experience translates into an optimized customer experience. With a multi-channel journey, customers benefit from shorter selling times, greater autonomy, simplified access to products, and a seamless shopping journey.

• Boost business performance

According to the news site Comarketing-News, the multichannel customer spends 15 to 30% more than a single-channel customer. Implementing an omnichannel approach is therefore a direct and effective way to boost the company’s performance and increase its turnover.

It is also a way to align with customers’ current expectations and consumption habits, in the age of digitalization.

• Improve customer relationships

In France, 87% of consumers think that brands need to do more to improve customer relations (Source : Akio). In this respect, omnichannel transformation aims to Strengthen the customer relationship through better monitoring of purchases, via the various points of contact for consumers.

 

How to activate an omnichannel transformation in a company?

The omnichannel transformation, which makes it possible to offer a fluid shopping experience across all sales channels, cannot be implemented without first having a very good knowledge of its customers, their needs and their expectations.

Here are some key steps to implementing an omnichannel transformation in an enterprise:

• Centralize and segment customer data

Centralizing customer data in a single repository is an essential first step in refining the knowledge of your target audience and to offer an optimized and adapted multichannel journey. It will also be necessary to segment your database in order to identify the different types of customers and the solutions adapted to each profile, according to their needs, purchasing behaviors, demographic factors, tastes, etc.

• Collect feedback

Collecting feedback from customers is another essential step before implementing an omnichannel transformation in a company. This feedback helps to better understand your target audience and their expectations regarding the buying journey, in order to focus the omnichannel strategy in a relevant way.

Feedback can be collected through email surveys, forms to be filled out, online polls, or by studying customer reviews left on the company’s social networks.

• Create a tailored omnichannel journey

Once the needs of customers have been defined, it will be necessary to identify the tools and actions adapted to the implementation of the multichannel journey. Omnichannel transformation can take several forms: website, mobile application, stores Phygital, click & collect, call centres, digitisation of points of sale, interactive terminals, digital checkouts…

• Calling on an interim manager

Like any transformation project, the implementation of an omnichannel journey can come up against many obstacles (resistance to change, lack of hindsight, lack of time, etc.).

At WAYDEN, we are able to assign an interim manager from our network of 8,000 experienced interim managers who specialise in digital transformation and omnichannel. With a long career of more than 15 to 20 years, he will put his Unparalleled managerial qualities and skills, sector expertise and operational excellence to ensure the success of your company’s omnichannel transformation.