Omnichannels and Personalized Services take the StageBy Sofía Hanna | Mon, 05/03/2021 - 17:10
Omnichannel and personalized services have become the new trends in online sales. Today’s customers are looking for immediate attention through any channel to have a real-time conversation that allows them to solve their needs or problems. Following this trend, new tools such as C-commerce have been developed to allow companies to shine in today's world of commerce.
Last year, a study by Infobip indicated that 82 percent of people said they had become a store’s customer for life thanks to the excellent service it provided, according to Retailers. New digital platforms are allowing customers to manage all interactions within the same system, change preferences and personally monitor the choices of each customer, making the entire shopping experience much more complete.
Little by little, businesses have been adopting these tools, becoming much more efficient in dealing with customers from a distance. Technologies such as AI and chatbots have been lagging behind due to the lack of personalized treatment, allowing tools like conversational commerce (c-commerce) to thrive, as previously mentioned by an MBN article. C-commerce is a blooming trend in the online shopping world because it is a bridge between the physical and digital world, bringing together the benefits of the offline and online worlds.
Omnichannel is the other relevant tool of the moment because, according to MoEngage, "it helps you create a positive experience for the customer at every stage of their lifecycle, reduce churn and drive and build a positive reputation of your brand." For a company to develop a good and functional omnichannel it has to keep five factors: convenience, consistency, relevance, empowerment and agility, says the article. Multichannel marketing, on the other hand, is directly competing with an omnichannel model by helping companies expand their reach through multiple channels. However, it can lead to an inconsistent customer experience because there is no cohesiveness between the sale channels. Furthermore, it can lead to competition between channels instead of letting them add information to make a much more complete service.
An omnichannel strategy can be further strengthened with a consistent messaging, consistent experience, continuity in communication and data-driven marketing. By improving all of these areas, according to MoEngage, a company can experience an increase in its revenue by 6 to 10 percent, more compilation of purchases and outselling other companies by 20 percent.