Omnichannel in retail is not something new. Some believe that the first iPhone in 2007 it was its origin, as the tool that would facilitate today’s services and scenarios. If we look further back, in the United States, the country where the most progress has been made in recent years, we find references that place Best Buy at its origins, around 2003. At that time and to compete with Walmart, Best Buy decided to do it with customer experience, in price place.
In any case, if we talk about omnichannel or unified commerce, it has long been considered a key capability, even more so with the pandemic. However, it seems that it is every year “the next big trend”. Why do many retailers and brands still admit they are not prepared? Haven’t they invested enough? Not clear what it means? Or is it a path and not a destination?
The basics
We are talking about three that are, regardless of omnichannel, but that, nevertheless, are essential for its success. Three pillars that require a centralized vision and in real time.
Customers
For the commercial success of any business, it is key to have accurate, unique and quality information on its customers for a good service and to be the basis of other initiatives. In addition to ensuring its proper use, in relation to policies such as the GDPR.
The risk here is not only failing in omnichannel objectives, but failing in other initiatives, such as the launch of new products, by not having quality data on the customers to target.
Inventory
Today it is not just about knowing the available stock, but about being able to move it quickly. However, it is essential to have visibility of what is available, where it is and what state it is in.
The risk, again, is not only the more than possible omnichannel failure, but that of a great financial hole. Unnecessary purchases or movements or the obligation to withdraw products that have not been able to be sold, may be some of the consequences.
Offer
Products, prices and promotions, for which it is essential to have complete, detailed and consistent information. The ability to quickly launch new products, prices or promotions is also key, not only for omnichannel, but also to keep pace with the changes imposed by the market and consumers.
The strategy
With the basics covered, do we have a clear omnichannel strategy? Objectives must be set, analyze needs to achieve them and launch the necessary actions. All this continuously, since omnichannel is not a destination, but a path. Each stage must be perfectly defined and according to available resources.
This strategy will influence the previous basics. Thus, depending on the type of personalization that we want to offer, it may be necessary to expand the customer information. if we want offer Click & Collectwe must prepare the stores with tools that allow them to act as logistics centers, with greater flexibility in inventory management.
For each chosen channel, specific aspects must be worked on. If the online channel is key, today the mobile experience is essential. Stores will also need to adapt for the type of experience desired. Do we also want to use social networks to sell? We will have to analyze what it means.
For omnichannel success, it is also essential to have good partners today. Collaboration is more important than ever and the strategy must allow choosing which other companies to lean on.
people and technology
Is the organization prepared and do we have the right technology? If the answer is not “Yes”, “we have a problem Houston”. Key aspects such as in-store training for greater service orientation or the execution of new tasks such as order preparation. New roles such as a “customer data manager”.
Technological solutions that ensure the basics, allow the execution of the omnichannel strategy and offer the level of agility necessary today, taking advantage of technologies such as the cloud or mobility.
Are your basics covered and your strategy well defined? It’s time to start walking down the omnichannel path. Without haste (perhaps if in some case!) but without pause.
Xavier Places Cano, Marketing Director and Head of Technological Alliances at Openbravo.
