Customer Centricity – The Key to Success with Omni-Channel Commerce

Wednesday, April 20th, 2016
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Omni-Channel Commerce – you’ve seen it, you’ve heard about it, but do you know what it really is? A quick Google search reveals that “Omni-channel commerce is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store”. At its core, Omni-Channel Commerce is about Customer Centricity – placing the customer first by offering a consistent personalized shopping experience that reduces friction and increases customer satisfaction.

Today’s Omni-channel customers expect a seamless experience across all channels and touch points – including online, mobile, in-store, in-person, and over the phone. Omni-channel customers want 4 things: Consistency, Speed/Convenience, Personalization, and the best Price.

To succeed at Omni-Channel Commerce and compete with the Titans (Amazon, Walmart, etc), you should understand what your customers buy, which channel they bought it through, how they got there, and how they interacted with your communications/promotions.

Nexternal’s Dashboard Plus App makes it easy for merchants to see which channels are generating the most revenue. The “Method” screen (below) displays revenue stemming from each channel as a percentage.

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For those who want to dig deeper, the “Placed By Search” inside the Order Management System > Orders section > Advanced Search > Order Search > Placed By Options > Search) & “Product Report” (OMS > Orders section > Report button > Results of the Current Search) will help you find a listing of items that were purchased through a specific channel (Online, Phone, Amazon, POS, Club, etc).

Omni-Channel Commerce is not about being all things to all people. Omni-Channel Commerce is about giving customers the fastest and easiest shopping experience through a channel they prefer to use at that moment in time. Put customer preferences and motivations first and you’ll be on your way to success with Omni-Channel Commerce.

Bobby Cintolo is a Senior Account Executive at Nexternal. Bobby is passionate about wine and he specializes in helping merchants increase their brand awareness using social media and mobile marketing tools.