Why retailers are buzzing about “omnichannel”

Shoppers today have a lot of choices: there are more ways than ever to find and explore products. The reality is that a lot of us use a mix of online and offline activities as we shop. Many of us stand in the aisle of a store engrossed in our smartphone looking up product information or comparing prices.

But the experience with a given retailer as we switch between devices and between the Web and the real world is frequently not very seamless. It can feel like we’re dealing with completely different companies—and it’s rare that we’re “recognized” as the same person across all the interactions.

And that’s why retailers are getting serious about omnichannel—integrating and improving all those experiences to win more customer loyalty. Our latest infographic looks at companies’ renewed focus on customer retention and the investments retailers are making in omnichannel and the customer experience to boost repeat business.


Let's stay together: companies focus on customer retention

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  • C[IQ] Strategies

    First, thanks Zendesk, for the great infographic. It helps explain the multichannel mechanisms for retention marketing.

    I’m curious if the research specifies what the barriers are for those *not* investing in a multichannel, seamless experience for customers. Any insight?

    Thanks!

    Alisa

  • http://www.zendesk.com/ Zengage Editor

    Great question, Alisa. And in fact, I had to dig around awhile to
    find anyone talking about what specifically is keeping some retailers
    from focusing on omnichannel. A few of the reasons I stumbled across
    included:

    - Too expensive/other priorities
    - Skepticism about the value omnichannel and whether it’s really different from multichannel
    - Immaturity of or lack of confidence in supporting technologies (e.g., mobile payment)

    Sources:
    http://www.retail-assist.co.uk http://www.internetretailer.com/