Formulating Success in Omnichannel Commerce

Consumers increasingly demand a seamless experience across online and physical channels, but many companies are struggling to balance these two highly different fields, leading to inconsistent customer experiences. Failing to implement a consistent strategy across both e-commerce and physical stores may lead companies to fall behind.

To achieve a successful transition, businesses should understand how e-commerce complements their physical presence, which will allow them to build a reliable omnichannel model, explains Alejandro García, CIO, Miniso. He also urges companies to consider the three pillars of digital transformation: processes, people, and technology. 

Viewing the transition from an integral standpoint will allow companies to leverage everything they know from the physical world and transition into the digital one. “Knowing well the product or service being offered is crucial for selling it in e-commerce, because the process is not the same. Understanding the advantages and disadvantages in the digital world and knowing the digital customer, allows businesses to provide a good customer experience,” says García.

As consumers have greater access to information, retail stores must evolve beyond mere product displays to showcase the technology, design, and innovation behind them. Many brands are shifting toward showroom experiences, enabling consumers to thoroughly examine products before making online purchases.

A well-executed transition to the digital world requires a comprehensive strategy that focuses on the omnichannel model, thus providing a seamless experience to customers. This retail strategy should allow for the integration of all sales channels — physical stores, websites, apps, social media, and marketplaces— into one place, says Carolina Arreola, Global Technology Alliances Manager, Zendesk. 

“Zendesk's annual report found that seven out of every 10 Mexican customers want to start a conversation through one channel and be able to move and finish it in another, which is why the omnichannel model is essential for transitioning to e-commerce,” says Arreola.

E-commerce could be particularly beneficial for small and medium-sized enterprises. This approach not only attracts a wider and more qualified customer base but also offers a rapid entry point for businesses seeking to penetrate the market swiftly.

“There are three crucial things that make the evolution from physical retail to digital possible: having a clear customer journey, possessing a flexible deck stack, and owning the data,” says Daniel Navas, CEO, Mora Mora.

During the customer’s journey, companies need to test different options to see which work better. But a key aspect that companies should ignore at their own peril is logistics, as the supply chain plays a key role in e-commerce. “It is important to engage with a logistics partner regarding inventory matters. Technological aspects are fundamental for managing orders across conventional channels. Managing customer service and handling returns entail forging partnerships and specialized know-how,” says Alexis Patjane, CEO and Founder, 99 minutos. 

To streamline operations, it is key to avoid manual processes as much as possible, says García. Modern technological tools allow for fast inventory updates, provide tracking and control, manage orders, integrate with shipping companies, and deliver the best experience to the customer. Businesses should collect data but they should also know exactly why it is being collected, he adds.

Omnichannel strategies enhance customer satisfaction by delivering a consistent experience across touchpoints, fostering loyalty, and expanding sales prospects, says AMVO. In Mexico, 80% of digital shoppers prioritize attributes associated with a comprehensive shopping experience when considering a website for purchases. Moreover, omnichannel approaches enable businesses to gather and analyze valuable data from multiple channels, facilitating informed decision-making and customization of customer interactions. 

Technology has enabled e-commerce retailers to switch among platforms and provide more online trust than in person purchases, says Lorena Montaño, CEO and Founder, Mundo Mondo. Despite the advantages, companies face several challenges when simultaneously managing online and physical stores, including supply chain management, inventory control, and order fulfillment. Cloud-based tools with centralized data or "intelligent retail," offer seamless integration of AI and machine learning tailored to companies’ processes.