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An omnichannel e-commerce seeks to provide a seamless experience to your customers no matter which channel they are interacting with your company.

An omnichannel strategy in your e-commerce adapts to changes in consumer behavior so that they have a quality experience in their favorite channel.

Let’s review, what is an omnichannel strategy?

An omnichannel strategy uses different marketing channels, both physical and digital, to deliver a great shopping experience to customers. In this type of strategy, all channels are connected.
This means that messages are consistent across channels and that the transition from one channel to another will be a smooth and seamless experience, so that the customer knows that it is the same company and that their actions in one channel have repercussions in the other. This way your customers will not have to repeat actions.

That is what differentiates an omnichannel strategy from a multichannel strategy, both use several channels to communicate with your customers, but the omnichannel strategy connects them all.

Omnichannel e-commerce is here to stay

According to a 2017 Harvard Business Review study, only 7% of consumers shop exclusively online and 20% shop only in physical stores.

But, pay attention to this fact:

73% of consumers use multiple channels, physical and digital, in their shopping journey.

This means that the vast majority of consumers go through different channels, devices and media before deciding to make a purchase. Therefore, this final decision depends on the experience they had during their entire journey.

Another study conducted by bloomreach in 2021 indicated that 44% of B2C and 58% of B2B consumers research a product online before going to the physical store.

An experience that goes beyond

An omnichannel e-commerce strategy is much more than a sale because it takes into account the entire customer journey and personalizes the customer experience.
Let’s say you have an online and physical clothing store. Your customers browse your catalog, but some of them want to go in person to try on the clothes before buying them.

In your physical store, sales clerks can have tablets, so they can help customers find the garment they saw in the digital catalog. In addition, you can install computers for customers to complete their purchase with an item from the website or in case they want you to send the products to their home.

This is just one of the ways to implement an omnichannel strategy that combines physical and digital channels.

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Tips to implement your omnichannel strategy in your e-commerce

Now that you know what an omnichannel strategy is, let’s see how you can implement it in your e-commerce.

Analyze how your customers interact with your company

Knowing your customer is the most important part of an omnichannel e-commerce strategy. Analyze their behavior on the web and how they make the decision to buy any of your products.

Segment your audience

In an omnichannel strategy, there must be consistency between the different channels. This way, when a customer moves from one channel to another, or switches devices, they will have a seamless and connected experience.

This doesn’t mean you should use the same text and images on every channel. The interaction a customer does on Instagram is not the same as the interaction they will have on your app, your page or WhatsApp.

Customize the content for each channel according to how customers interact in each one.

Personalize the channels

In an omnichannel strategy, there must be consistency between the different channels. This way, when a customer moves from one channel to another, or switches devices, they will have a seamless and connected experience.

This doesn’t mean you should use the same text and images on every channel. The interaction a customer does on Instagram is not the same as the interaction they will have on your app, your page or WhatsApp.

Customize the content for each channel according to how customers interact in each one.

Personalize your customers’ experience

52% of consumers would not buy again from a company with which they had a bad experience..

As this number shows us, providing a good experience is essential to keep customers coming back to your store and part of a good experience is personalization.

Make sure your customers see the products and information they are interested in. One way to do this is based on purchase history and online behavior.

Try and analyze

Implementing your omnichannel e-commerce strategy is not the last step, it is important that you evaluate what works and what does not.

This way, you will be able to make the improvements and changes you consider necessary to make your customers’ experience better and better.

Advantages of omnichannel e-commerce

Maybe at this point you still don’t see any reason to use it.

Don’t worry, here are the main advantages of having an omnichannel e-commerce.

Better interaction with customers

With the increase of communication channels available, it is important that you evaluate which ones are necessary for your brand. No matter how many there are, the experience should be seamless from one to the next so they can reach you on their favorite channel.

Better customer service

If you are available to answer questions and queries in any channel, the result will be reflected in the satisfaction of your users. It doesn’t matter if it’s WhatsApp, Facebook, website or physical store: all your customers want to have a good experience.

Increase in sales

One thing is clear: if customers have a satisfying and streamlined experience, they are more likely to spend more money on their purchase.

According to a Harvard Business Review study, customers who go through multiple channels spend 10% more on online purchases than customers who only go through one channel.

In addition, according to Google, stores with omnichannel strategies have an 80% higher visit rate than stores that do not use these strategies.

More information about your customers

Knowing your customers allows you to adjust the experience you offer them to their expectations. You will know how to talk to them, which channels work best and where you need to put your efforts and resources.

Improve customer loyalty

Keeping customers coming back after a purchase seems logical. However, many companies simply close the sale without making an effort to create a post-purchase experience that encourages them to return.

The Harvard Business Review study found that customers who interact with more than one channel record 23% more repeat purchases.

Customers already know you and your product. Make it easy for them to communicate on their favorite channels to increase their loyalty.

To sum up

An omnichannel e-commerce strategy is based on the presence of your brand in several channels and that all of them are connected for a fluid communication.

This strategy includes both digital and physical channels and will allow you to better understand your customers’ preferences, increase your sales and improve your processes.

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