Omnichannel: Difference between revisions

Omnichannel retail strategies are an expansion of what previously was known as multichannel retailing. The emergence of digital technologies, social media and mobile devices has led to significant changes in the retail environment and provided opportunities for retailers to redesign their marketing and product strategies.<ref>{{cite web|url=https://www.drapersonline.com/insight/analysis/this-time-its-personal-retails-customer-data-revolution|title=This time it's personal: retail's customer data revolution|work=Drapers|date=30 April 2019}}</ref> One of the challenges that retailers are facing as a result of increased channels, is to provide a [[Personalized marketing|personalisedpersonalized]] experience for customers. Put differently, in retailing omnichannel marketing has come to be understood as "hyperpersonalizationhyper personalization".<ref>{{Cite web|title=Grocery retailers: Consumers trust you with their data, to a point|url=https://www2.deloitte.com/global/en/blog/consumer/2020/grocery-retailers.html|access-date=2021-04-13|website=Deloitte|language=en-global}}</ref> Another challenge is to track users' behaviors both online and in the brick and mortar stores, an option that is being made available by using [[Artificial intelligence|AI]] platforms. In omnichannel retailing, one main backend handles all the customer data whether on the Web, mobile or a brick and mortar store.

To adapt to the omnichannel concept, [[Consumer behaviour|customer behavioursbehaviors]] need to be understood by the retailers. Specifically, elements that might drive the customer to make purchase decisions; and the customer's paths to purchase, which relate to their lifestyle, time committed to the purchase and the distance to the retail store. Using an omnichannel marketing approach, retailers can provide precisely targeted incentives through digital and mobile promotions.<ref name=":1" /><ref>Beata Gotwald-Feja: ''Consumer in omnichannel environment.'' SIZ, Lodz, Poland 2016 {{ISBN|978-83-946977-1-6}}</ref><ref name="Omnichannel Marketing: Redefining a seamless customer experience in 2023">{{cite web|title=Omnichannel Marketing: Redefining a seamless customer experience in 2023|url=https://netcorecloud.com/blog/omnichannel-marketing-guide-2023/|website=Omni channel marketing guide|date=23 December 2022 |accessdate=December 23, 2022}}</ref>

Omnichannel solutions also allow brands and companies to tighten supplier controls and optimiseoptimize their product inventory across numerous sales channels, ensuring that the optimum stock levels are situated in each location and the channels are kept up to date with stock information.