Omni-Channel

Technology plays a significant role in our daily lives. It continues to blur lines, between our actions, both online and offline. Due to this shift, consumers are changing their purchasing behaviour. Gone are the days that involved a mobile or desktop experience alone. Today, it has transitioned into something known as an omni-channel experience.

The omni-channel experience is an integral part of the bigger picture — one in which all sales channels are integrated into one. This can involve the shopping experience occurring through several different outlets, such as a mobile device, telephone or through visiting a retail store. The omni-channel approach enables all shopping channels to work seamlessly in parallel, as opposed to in silos. While multi-channel experiences also exist, they lack the seamless distinction of that of the omni-channel experience.

Consider the example of a fashion retail store — you will notice that some brands have excelled at delivering the omni-channel experience. Everything from the official site to the mobile app are synced together. Within the store itself, sales associates are armed with iPads and, in turn, the ability to provide customers product information in real-time. When customers are met with an out of stock product within the store, sales associates are able to immediately place an order and have the product shipped directly to the customer, free of charge.

The idea of an omni-channel sales environment is still being developed. However, with the support of the latest technology, it is now more than ever entirely possible for small businesses to successfully apply this approach. It can enable these businesses to effectively reach and engage with customers faster and deliver unparalleled customer service.