Customers prioritize consistency over omnichannel efforts
No customer has ever said, “I expect an omnichannel experience with my favorite retailers.” However, they do expect seamless interactions across multiple platforms and channels. Studies show that customers demand the same high level of service, whether shopping online or in-store.
The Challenge of Continuity
Maintaining service continuity is the biggest challenge. Consider this ideal customer journey:
Alicia, a busy city lawyer and fashion enthusiast, has little time to shop. She browses online through search platforms like ShopStyle and Polyvore to determine where to spend her limited shopping time. While waiting at the dentist, she reads about statement Fall coats in a fashion magazine and decides to find one.
She prefers blue and filters her search on Polyvore to exclude coats under $250 for quality and over $1,000 for practicality. She falls in love with a blue Milly coat available at Saks Fifth Avenue, Neiman Marcus, Bergdorf Goodman, and FarFetch but hesitates, tweeting an image to her friends for feedback.
Her Saks associate, who follows her on social media, sees the tweet and responds, “That coat just arrived, and I love it too! Want me to put it aside for you? I’m here all day.”
Alicia replies, “Yes, please! I’ll stop by this evening.”
That evening, she visits Saks, tries on the coat, and makes the purchase—along with a few other items her associate set aside after reviewing Alicia’s social activity for additional preferences.
Creating Seamless Customer Experiences
A seamless transition between online and offline interactions secured Alicia’s purchase. Unfortunately, many retailers fail to provide this level of continuity. Marketing handles social media, customer service manages call centers (often outsourced), IT oversees the online store, and in-store sales associates lack customer data from online interactions. A true omnichannel strategy must integrate both technological and human touchpoints.
Omnipresence, Not Just Omnichannel
Online platforms should enhance, not replace, human interaction. Using solutions like Salesfloor for digital customer service, training associates in retention strategies, and leveraging social media to understand customers are all crucial. However, these efforts must align under a single, customer-centric approach. Instead of focusing solely on omnichannel strategies, retailers should aim for omnipresence—being consistently available for customers across all touchpoints.
Customers Want a Unified Experience
If brands fear that customers will resist a strong brand presence, they are mistaken. A study of 500 North American consumers on their shopping habits revealed that:
53% want to shop online with an associate’s assistance.
73% would spend more with an associate who remembers their preferences.
Retailers who adopt an omnipresent mindset will build stronger customer loyalty in a world where technology often distances brands from their audiences.
The Key Question: How Omnipresent Are You?
Your business may be omnichannel, but is it truly omnipresent? The brands that master this level of engagement will thrive in the evolving retail landscape.