Multichannel represents a multitude of scattered channels, which are all points of contact between the brand and its customer. Beyond the Spain Phone Number List accumulation of all these moments of exchange, the omni-channel concentrates and connects all the platforms to each other for a fluid and harmonized consumer experience from end to end. ISM Team Share on Facebook Share on Twitter Share on Linkedin Carine Grignon, Digital Marketing Consultant Multichannel represents a multitude of scattered channels, which are all points of contact between the brand and its customer. Beyond the accumulation of all these moments of exchange, the omni-channel concentrates and connects all the platforms to each other for a fluid and harmonized consumer experience from end to end.

Consumer behavior has changed considerably in recent years. It is connected everywhere and all the time (or almost). His relationship with the brand changed with him, in particular thanks to the permanent availability of information and interactions. There are many points of contact for a brand: physical stores, websites, mobile sites, mobile apps, e-mailings, online and offline advertising campaigns, call centers, pop-up shops, interactive terminals, connected objects, etc. There is not a single purchasing journey per person. The journeys are different depending on the product and the purchasing motivations. The customer buys in store or online according to his interest.

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The consumer looks at his product in store, buys it online and picks it up in store; he searches for his product online, tries it out and pays for it in-store, etc. The typical route does not exist. The challenge for marketers is therefore to centralize all information and services, on each channel, to ensure a smooth, consistent and completely personalized shopping experience. And this reflection is done around a global strategy. Goodbye silo mode! More and more brands are therefore developing innovations to enrich the customer journey and offer them a personalized and unique experience. The ultimate objective: to improve the level of service and retain consumers. Note for example: New services at the point of sale To avoid waiting at checkouts in points of sale, free-cash kiosks have been set up (supermarkets, Nespresso shops, etc.),

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and automatic kiosks allow ordering (eg : McDonald’s, Europcar agencies), while sellers are equipped with a tablet for faster payment (eg Apple) or to know in real time the stocks of points of sale and online (Chico’s). Online services Whether it is Anna at Ikéa, Laura for EDF, the AVI (intelligent virtual agent) is more and more efficient. He helps the consumer in his steps, gives him information on the products, on his order follow-up. It responds to 80% of customer requests on average. Some banks benefit from advice solutions by chat or webcam which improve customer service with greater availability of their advisor (Hello Bank, Net Agence de BNP). Permanent interaction with the mobile customer.

Permanent Interaction With The Mobile Customer

Beacon technology identifies the customer when he approaches the point of sale (radius of 50m) and allows him to interact with him before his arrival and during his journey thanks to a brand application . Loyalty operations are carried out thanks to geolocation: for example, the brand offers to earn points each time the consumer is geolocated in a point of sale (eg: Look Voyages agencies). The facilitation of web-to-store and store-to-web. Connected catalogs allow quick access to content and ordering (eg new Camif catalog). The augmented catalogs offer to see the product in situation before ordering it (eg: Ikéa catalog). Click and collect makes it easier for consumers to buy by allowing them to reserve online and collect their product in store. The QR code provides,

among other things, additional information on an offer or a product, and generates couponing (54% of its use). Last May, Comptoir des Cotonniers launched a poster campaign with the opening of 10,000 virtual shops. By scanning the QR Code of the support, the consumer could order his product in one click. Marketing has entered the era of “customer centric”, it is now consumers who wear and give value to brands. The challenge for brands is therefore to ensure recognition and personalized treatment of each customer, whatever their journey through the various channels. The continuum of screens has become the rule. In this context, retail is undertaking its great revolution. Recommendation of our expert Do you want to implement an omni-channel strategy that exploits all the complementarity of communication channels, in order to offer a personalized and unified customer.

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