The omnichannel approach is a sales strategy that aims to offer consumers a unified and integrated shopping experience, no matter which channel they use. Unlike the multichannel approach, which involves multiple sales channels (physical and digital) without connecting them, omnichannel creates synergy between these channels. This means consumers can access the same information and enjoy a consistent experience, whether in-store, online, or through a mobile app.
The omnichannel approach is "e-commerce 3.0 serving consumers", as it places the customer at the heart of the strategy and all business concerns.
Why choose an omnichannel strategy?
1. Meeting consumer expectations
Today, 73% of customers expect companies to understand their needs and expectations, according to the 5th edition of Salesforce’s State of the Connected Customer report. Additionally, 88% state that the shopping experience is just as important as the products themselves. Clearly, offering a personalised and high-quality experience is crucial, but where should it take place?
While e-commerce is seen as more convenient and cost-effective—with 70% of respondents in an IFOP study saying that e-commerce helps them better compare products across various brands—91% of French consumers still prefer physical stores for their everyday shopping. Therefore, physical and online stores must coexist to meet the needs of different types of customers.
Moreover, a qualitative study by Carte Noire reveals that while consumers want to learn more about products, they often prefer an autonomous experience over an intrusive human interaction. Being omnichannel allows for a personalised experience while respecting customers' desire for independence.
2. Increased sales and strengthened loyalty
A study involving 46,000 shoppers shows that omnichannel customers spend, on average, 4% more in-store and 10% more online compared to single-channel customers. These figures indicate that engaging through multiple channels encourages consumers to spend more, as they enjoy a richer and more flexible shopping experience. Additionally, these customers make 23% more store visits within six months after an omnichannel shopping experience, highlighting their increased loyalty to the brand.
3. Optimised data collection
An omnichannel strategy enables data collection through multiple touchpoints, making it easier to send the right message at the right time, particularly through the use of artificial intelligence. By gathering information at every stage of the customer journey, companies can better analyse purchasing behaviors and personalise their offers. This not only enhances the shopping experience but also strengthens the relationship between the consumer and the brand.
Matcha’s omnichannel experience
At Matcha, the omnichannel strategy is embodied in a 360° solution that adapts to both e-commerce and physical stores and connects them.
Web to Store, a strategy aimed at attracting consumers from online channels to physical stores: In an interview for LSA, Arnaud Grojean, chief data and analytics officer at Carrefour, reveals that online customers often place “50, sometimes 80 products in their cart.” Therefore, it’s essential to offer quick and efficient solutions to ease the shopping process. This is precisely what Matcha does by facilitating purchases through click & collect.
Matcha Advisor helps shoppers choose the right wine in just a few clicks.
Web in Store: Web in store involves integrating mobile apps in physical stores, which is crucial given that 41.4% of online shoppers use their smartphones to shop. Matcha supports this strategy by offering customers direct access to our smart personal shopper and an interactive store map via a QR code on their phones. This includes label flashing to help guide them through the aisles, complementing in-store kiosks where available, enhancing the in-store experience for major retail chains.
Multi-device: As shown, Matcha offers a tool compatible with all types of devices. Consumers can enjoy a seamless journey, whether through an in-store kiosk, on their mobile via a QR code, or from the comfort of their home via our clients' drive-through websites!
Offering an omnichannel experience is not just a trend but a necessity for retailers looking to stand out. By adopting this approach, you can not only foster customer loyalty and boost sales but also capture valuable data to fine-tune your commercial strategy. With Matcha as your partner, transform your customer experience by creating a connected universe that meets today’s consumer expectations.
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