By Zin Cheong on Mar 26, 2019, 5:30:00 PM
Understanding the omnichannel consumer:
In this highly connected world, the line between online and offline are blurring. Customer expectations are rising, and they choose to engage with brands across channels that can deliver smart, personalised and seamless experiences.
A study conducted by Salesforce reveals that 75% of consumers expect a consistent experience wherever they engage (e.g. website, social media, and mobile). Connecting all the marketing channels is critical if not integrated properly will cause data silos and fragmented customer experience.
Changing customer's expectations:
Statista reported by 2021; there will be almost 4.4 billion users with an active internet and of the total 3.02 billion of those people are on social media. Since the emergence of the internet and social media, instant gratification has become a norm rather than an exception.
For instance, customers expect instant and direct conversations when interacting with companies. With access to various social messaging platforms that businesses own such as Facebook Messenger and Instagram Direct Message, it is easier for customers to contact the company directly than before. Various companies capitalise on this desire of instant gratification by offering numerous on-demand services such as providing same-day delivery, eliminating the need to wait for taxis and providing the ability to stream the whole season of TV shows anytime within seconds. Marketers need to be present in the whole buyer’s journey, from communication to purchase and react at the right time, the right message and the right place. Brands that can offer immediate, personalised, convenient and authentic experience will flourish.
Other than customer's expectations of instant gratification, they also expect companies to push the limits and be innovative. If companies are not able to differentiate and compete innovatively, it will risk being obsolete and left behind. Innovation can be created through the harnessing new technologies that can enhance the value of existing product and services, and sharpening the retailer's competitive advantage.
These trends significantly increase "anytime, anywhere, any device" shopping behaviour and delivery expectations of current customers.
Importance of implementing an omnichannel strategy:
Shoppers will no longer stick with a company that they know deliver sub-par service. Just because they've purchased from a brand for several years doesn't inspire the same shopper affinity it may have in the past. Consumers expect excellent customer experience at every stage of the buying journey, and this includes same day delivery, real-time shipping and customer focused returns. Companies that can deliver consistent and seamless integration can retain 89% of their customers. Meanwhile, businesses with weak omnichannel integration only retain 33%.
Many companies think that by diversifying their contact points by utilising smartphones, website and physical shops, they are implementing an omnichannel strategy. However, they are still not making the full transition, because creating an omnichannel strategy is complex and requires a complete restructuring of the organisation to integrate their operations and supply chain. Typically a company with weak omnichannel strategy have each part of the supply chain operating in silos without end-to-end visibility.
Retailers can start integrating their channels by thinking of how one channel or message will affect one another, and ensure the experience is consistent across the different channels. One way companies can do that is to utilise an advanced warehouse management system to track inventory throughout the whole supply chain and ensure the entire buyer's journey is as seamless as possible.
By adopting an omnichannel approach, customers will be able to experience the brand instead of channels, while companies can have a coordinated view of their customers.
How UrbanFox can play a part in your omnichannel strategy:
UrbanFox works to help brands maximise revenue and increase savings by offering an end to end solution. Through a single, direct to consumer touch point through our integrated, all-inclusive services approach; from eCommerce management, warehousing to delivery, we address these supply chain challenges.
UrbanFox can help complement existing brick and mortar operations by connecting your business to popular online marketplaces. We provide a one-touch integration between operations, and physical product flows across all channels to provide a seamless shopping experience. This enables customers to complete a purchase and receives orders from any sales channel they desire.
UrbanFox reduces the total cost of logistics through seamless integration of our warehousing, inventory management and last mile needs. Our platform provides businesses with a full view of inventory across the whole supply chain with real-time tracking of all goods.
Our warehouse management system is integrated with a user-friendly platform for businesses to manage, coordinate and process your delivery with ease. Our smart platform applies an algorithm to push delivery jobs into our mobile app, where a pool of trained delivery drivers bid and fulfil the delivery.
As an end-to-end solution provider, UrbanFox offer value added services such as creative design, professional photography and copywriting. Leverage on our expertise and accelerate your growth with us.
Are you interested to learn more about how to incorporate an omnichannel strategy for your business? Contact our urban logistics specialist to find a customised omnichannel and channel management solution for your business.