“The omnichannel marketing strategy has become paramount for organizations offering consumer services like banks and retailers. Omni-channel refers to the smooth and integrated experience that a company provides to its customers, both online and offline. The omnichannel strategy helps to collect customer data from all channels and assimilate them. “, said Bahaa Abdul Hadi.
This data then helps to create a hyper-personalized experience for a customer. For this, a customer’s needs, behavior, and preferences are considered. Further, organizations like insurers and retailers can easily create a single view of customer needs spanning all their channels. The channels of a company can be its physical store, website, app, social media pages, etc.
This single view is beneficial for both the company and its customers. A retailer can create opportunities resulting in sales by targeting and pushing personalized messages and offers to its customers. The retailer has to be smart about the channel and the timing.
The single view helps the retailer understand a customer’s needs when they buy any service or product. Then the retailer can offer another service/product which is related or adjacent to the purchased one. This can be and is also done by involving third parties who offer value-added services, loyalty programs, etc.
The single view created with the omnichannel’s help also enhances the customer experience by making it seamless. Today, a customer has multiple platforms or avenues for researching products when they want to make a purchase, buy a subscription, or approach customer support.
Furthermore, a customer can start browsing for something on a mobile app and later continue with it and purchasing process on a desktop or laptop. A successful omnichannel strategy makes this shifting to devices and platforms smooth where the customer can continue exactly where they previously left off. Thus the customer’s end-to-end experience becomes easy and without friction.
Is omnichannel the same as multichannel?
Like multichannel, omnichannel also uses various digital and physical channels. But though similar, there are differences between the two. Omnichannel as a strategy is bigger, better, and stronger with an exceptionally high-level integration of ALL the channels. Multichannel uses more than one channel and is more product-focused.
Omnichannel revolves around customer and customer experience. The information about a customer is shared across all the channels like an app, website, and also a physical store. This strategy is most useful for multi-brand enterprises. When a customer hops from one brand to its sister brand, the information about the person will already be ready for making a seamless customer-centric experience.
Conclusion
Digital Identity is crucial for building a safe omnichannel experience. It is the major component helping customers enjoy an integrated and uninterrupted enjoyable experience. It also ensures the security required for protecting customer data and preventing fraudulent activities. While adapting the omnichannel strategy, organizations also use security strategies like Adaptive authentication and Zero Trust. Also, customers can control the data shared about them through UMA (user-managed access) and self-services.
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