Currently, the consumer experience represents the same value in both physical and online stores; the objective is to offer the best experience when selling. Now, companies not only have to strive to offer the best product or service, but they must also ensure that the purchasing process is unique, satisfactory, and unforgettable.
It is essential to react to changes in consumer behavior and think beyond an individual experience for desktop computers, mobile devices, and tablets. It is time to resort to a comprehensive strategy: an omnichannel experience.
You may be wondering, what is an omnichannel experience?
It is an approach composed of various channels that relate to sales and customer service in such a way that it generates an integrated experience regardless of how and where consumers interact (that is, it involves both personal and digital media). It does not matter the device from which the customer browses; whether it is a mobile device or their desktop computer, in the comfort of their home with their smartphone or in a physical store, the idea is to obtain the best shopping experience.
Most companies have a website, a Facebook page, Twitter, and a blog, using these spaces to attract customers and interact with them; however, in some cases, companies create specific content for each of them and the message is not received in the same way. On the contrary, the omnichannel technique integrates the different platforms with campaigns on social networks and websites, managing to transmit a unified message.
It is true that not all consumers feel comfortable interacting in the different channels of a company; therefore, it is essential that these focus on improving the customer experience in all their media, from the traditional to the most up-to-date. We can say that the greatest challenge of the omnichannel strategy is to maintain uniformity in the quality of service for all channels.
The reach of digitization in society has managed to be closer to customers to offer services through the Internet, which allow them to enjoy a positive experience no matter where they are. With this strategy, companies can attract a greater number of customers, and not only that, but in turn they can consolidate the relationship with the customer thanks to the omnichannel connectivity they offer.
If you want to increase your number of customers, it is time to make use of omnichannel techniques. Start by unifying the image of your brand in your digital ecosystem; website, social networks, and other media where your company is exhibited. Define the messages you want to transmit and define a line of discourse to start spreading it.
