As the online and offline worlds get closer and closer together in the retail environment, the omnichannel concept is the real key to success when creating a unique, integrated shopping experience that places the customer at the heart of the entire sales process.
Modern consumers are multitasking, interactive figures whose actions are no longer limited to purchasing alone. Their focus has been extended to cover their overall experiences wherever they are and whatever devices or media they may be using. Integration of these communication channels can offer a comprehensive, all-embracing and transparent shopping experience.
From online shops to social networks, from desktops to mobiles and stores, whether they are in the digital or physical world people can interact in a number of ways during the customer journey. The process consolidates their increasingly close and consistent relationships with brands, which have the opportunity to find out about the preferences and behaviour of users in order to anticipate their needs and create a pertinent, customized selection.
Having an omnichannel approach means giving users a unique, fluid shopping experience regardless of which touchpoints bring them into contact with the brand. The whole strategy is built on placing customers at the heart of things.
FIND OUT MORE
Find out more about the Shopping Experience.
Check out the omnichannel project produced for La Perla.