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What is omnicanality?

Definition of omnicanality and analysis of its evolution

At the heart of an omnichannel strategy is the desire to offer consumers the most successful and seamless experience possible. Its implementation, in turn, is based on the connection and synchronization of all the channels used.

The objective? Achieve what is called “a unified customer experience”. A perhaps ambitious bet you will tell us, while each customer has their own journey.

Multichannel, cross-channel, omnichannel... what are the differences?

Social networks, online advertising, instant messaging, e-commerce sites, e-commerce sites, marketplaces, marketplaces, mobile applications, physical stores... The multiplication of contact points and sales channels have given rise to new concepts, evolving with the uses and expectations of consumers. Definition and characteristics of concepts:

Multichannel at first. The first consequence of the digitalization of the sales process, this strategy is based on the multiplication of sales channels, each independently of the others.

Cross-channel then. Evolution of multichannel, this strategy is the first step towards Connecting contact points.

Omnichannel finally. It is the consequence of changing consumer expectations, for a more personalized, instant and fluid experience. To do this, omnichannel relies on the synchronization and synergy of contact points, optimized in relation to each other.

These concepts mark the evolution from an approach centered on sales channels to a user-centered approach (a.k.a “customer centric”).

Why has omnicanality become the norm?

According to the 2020 Customer Services Observatory, On average, French people use 3.7 different channels when they want to contact a brand. Just as consumers juggle channels, brands must adapt their strategy to be where the consumers are.

The more omnichannel you are, the more valuable the customer is

Lifetime value (LTV), also called customer lifespan, is a key indicator of brand performance and profitability. Today, it is inseparable from omnicanality. In question? The customer-centric approach that permits To increase LTV by 30% on average Customers of a brand.

As you will have understood, the longer the lifespan of a typical customer within the brand, the more business opportunities it generates.

Is becoming omnichannel a business opportunity?

While omnicanality affects LTV and creates a real business opportunity for brands, the synergy of sales channels that it induces also contributes strongly to it. As a result, according to a study carried out by the company Socloz, an 8% increase in online sales And of 4% in store, for retailers that have implemented an omnichannel scenario.

An omnichannel customer experience thus becomes synonymous with a more personalized experience that creates value for the consumer. A guarantee of customer satisfaction and loyalty.

Omnicanality mapping

The customer at the heart of the process

The customer is the central element of an omnichannel strategy. It thus becomes the starting point for determining which communication and sales channels to activate in order to attract, seduce and then retain them.

The components of omnicanality

From multichannel to omnichannel, the entire brand strategy is evolving. By placing the consumer at the heart of its decisions, omnichannel is shaking up practices in terms of:

• Performance analysis,
• Communication and services,
• Data collection and processing,
• Customer recognition,
• Global organization.

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The role of the point of sale in building an omnichannel journey

Offer customers a unified experience between physical and digital touchpoints necessarily involves integrating bridges between the point of sale and all the other available channels.

“15% of consumers start their buying process in person and finish buying the product from another online seller.”

With omnicanality, the physical store is tending to be transformed into more personalized point of contact and value creator for consumers.

This is particularly the case with Burberry retail outlets, which use “phygital” tools to offer a unified experience. For example, the QR codes used in stores make it possible to display to the customer the same level of information as that of a product sheet on the web: a great example of omnicanality.

What are the steps to build an omnichannel customer journey?

Building an omnichannel journey means deploying and creating synergies between several contact points, which are initially independent of each other. The key to this is in four steps:

1. Define the role of each channel

Depending on its goals and resources, a brand may choose to invest more in certain channels. It is therefore necessary to identify:

• The channels used by the target customers: where are they located? How does she look for information? Which channels are preferred?
• The goals of the brand: does she want to multiply the channels? Do the channels have distinct objectives (reputation, sales, loyalty)?
• The brand budget: What is its investment capacity? Is the budget the same for all channels?

Understanding and analysing consumer behavior early on throughout the customer journey is essential. In particular, this makes it possible to set your goals and priorities. For example, a brand that focuses on seniors will probably find it more relevant to invest in more traditional channels such as email, catalog, point of sale or even Facebook as a social network.

2. Building an omnichannel architecture

Goodbye silos. Once the strategy is established, it will be necessary harmonize all channels and optimize them in relation to each other. The cornerstone for this is in particular the optimization of its CRM. It must centralize all customer information such that, regardless of the channel used, the brand offers a ultra-personalized experience.

Unifying inventory is also a central part of an omnichannel strategy. This allows better management of restocks by the brand and to meet customer expectations: 20% of individuals are likely to make a purchase in-store when they have instant access to online inventory to check availability.

In addition, an omnichannel architecture ensures a more structured, coherent and accessible internal organization for all brand players.

3. Collect as much data as possible

To build an omnichannel journey and personalize the customer experience according to their expectations, it is essential to Know the profile of the target customers. To do this, brands must adopt a data collection strategy across all channels.

• Customer data: relating to the profile and buying behavior, data can be collected on digital channels (social networks, website, etc.) but also at the point of sale.
• Sales data: average basket, purchase frequency, category of products purchased, etc., sales performance can vary from one channel to another and thus guide the brand's next strategic decisions.
• Performance of channels, campaigns, feedback: feedback makes it possible to build stronger customer knowledge. Combined with the performance of marketing actions, this makes it possible to optimize them and identify possible problems.

The data collected in this way must then be centralized in a single and accessible repository to all brand departments to optimize customer relationship management and create more value across all touchpoints

4. Equipping yourself with the right tools

A seamless customer journey requires the use of solutions capable of centralizing all the data related to the brand's activity : organization and management on the one hand, customer relationship management on the other hand.

1. Enterprise Resource Planning (ERP)

These tools make it possible to monitor finances, operations, supply chain, supply chain, sales, reports, manufacturing, and human resources. They play a connecting role between the various departments of the company and ensure better inventory management, more productivity and cost savings.

What tools should I use? Netsuite, Sage, Zoho, Dynamics 365, Dynamics 365, Oracle, SAP are among the most powerful ERPs. However, these solutions generally represent a very significant cost for businesses.

2. Customer Management Relationships (CRM)

Used by marketing and sales teams, CRM has the role of centralize all customer data in order to improve commercial follow-up on the one hand and, on the other hand, to refine and personalize messages according to profiles.

What tools should I use? Salesforce, Pipedrive, Zoho, Hubspot, or ActiveCampaign. These solutions generally work on the configuration of “bricks” to serve the entire activity:

• Profile and customer file
• Business data by profile
• Customer contract management
• Marketing campaign management
• Customer relationship management (reviews, complaints, etc.)

Join the omnicanality race

Omnicanality to retain customers, the example of Picard

Leader in frozen foods in France, for Picard, there was a real “urgency” to go on the omnichannel circuit. While e-commerce represented an average of 5% of sales in the sector, for Picard, it represented only 2% in 2020. This delay is accentuated in particular by the COVID crisis and the change in consumer habits, who are increasingly adept at ordering online.

Picard then decided to make “omnicanality and accessibility a central growth driver”. And to launch a reconquest and loyalty operation:

1. Geographic deployment and new customer acquisition

His arrival on Deliveroo and the establishment of a home delivery service and click and collect allowed him to reach new customers. Thus, the volumes of sales in delivery and click and collect were respectively achieved by 50% and 40% of new customers.

2. Deployment on social networks

To promote its brand image among younger customers, the brand launched the co-creation of products on Instagram and Facebook and created an account on TikTok in November 2021. A deployment that allowed it to reach more than 5,000 subscribers and 18,000 likes on the network.

3. Development of a mobile application

The objective was to encourage click and collect and therefore to be complementary to the physical point of sale. This was followed by a logistical challenge in order preparation. To meet them, orders are prepared in the region and stocks are optimized using an estimation and tracking tool.

Omnichannel to increase sales, the example of Amazon

Described as an “e-commerce giant”, Amazon has shaken up the distribution landscape, beyond digital channels. Following the acquisition of Whole Foods in 2017, the brand is beginning a series of strategic evolutions with the development of its physical points of sale but also of new products with its food and organic offer.

This strategy is accompanied by new services such as click and collect, package tracking but especiallyan enriched customer experience at the point of sale. For example, Amazon Go stores nearly 50% more in turnover than a traditional convenience store. In question? No queue so more customers, in-store presentation of the products that work the most online, a fast and omnichannel journey or even customer recognition for a personalized experience.

Conclusion

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Became a reflex for one French person out of two, consumers are now using both online and offline channels. Brands must therefore effectively mobilize all possible contact and sales channels, around one goal: to provide the most successful experience and to retain its customers.