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Charles Darwin would have a heyday watching as retailers are faced with creating, developing, and continually improving their brand’s omnichannel experience for their customers. The omnichannel evolution has hit warp speed with the pandemic as customers seek out convenience, individualization, and frictionless. Now it’s survival of the fittest retailer to increase customer engagement and the omnichannel engagement model utilizes technology to drive business goals and objectives across both the physical and digital channels.
A quick history review reminds us shopping was very personalized in mom-and-pop stores—the butcher knew frequent customers’ favorite cuts of meat, the general store clerk knew the favorite candies of all the children, and a trip to the hardware store meant that the kids were playing where they shouldn’t have been. Then came the big box stores where price and value ruled the day. Customers have now decided that although price and value are still important, convenience, individualization, and frictionless are also top priorities and create more opportunities for businesses today.
Businesses are in a state of forced change to survive. Silos must be broken down to improve communication and thus achieve business goals. Businesses have always and will always focus on the financial rewards; however, realizing how technology empowers the business and its associates to impact the CX and the bottom line is coming full circle from the mom-and-pop days of yesteryear.
Omnichannel strategies use technology to provide customers the ability to go between the physical and digital worlds as they so desire, to engage with the brand according to their own unique schedule, and to have a personalized experience. When implementing or modernizing your omnichannel strategy, robust functionality will facilitate the capture of essential data to constantly refine your foundation for omnichannel.
Retailers must start to build the omnichannel strategy from the most common touchpoints in their customer journey. Omnichannel is here to stay and will continue to evolve and develop and become more robust as customers continue to raise the standard level of acceptance.
According to a Forrester prediction from the end of 2020, as many as 20% of the Fortune 500 won’t make it through 2021. As we close out 2021 and enter 2022, it seems the only constant is evolution. How will you evolve? Please message me on LinkedIn to schedule a consultation about your omnichannel strategy.