Omnichannel: the way to bridge the gap between online and offline

In recent years, we have become more digital in all aspects. This also applies to customers. Customers expect seamless integration between online and offline: in areas such as contact, using the webshop, and brand expressions. Do you want to bring these expectations together and bridge the gap? Then omnichannel is the strategy for you. In this blog, we will focus on how you can work on a consistent brand story with an omnichannel strategy. Besides the obstacles you may encounter when implementing an omnichannel strategy, we will discuss the steps to make your strategy a success.

Customer expectations

Whether you are active as a B2B eCommerce platform or retailer, all expressions that customers encounter should tell the same story. This is not just about your brand's visual identity, but also about the customer experience. Customer service, contact with your company, ordering, and pricing, everything counts. Additionally, customer expectations in B2B eCommerce are also changing. Your customers expect a B2C experience.

To create a consistent story, it is wise to choose an omnichannel strategy, where your eCommerce platform is part of it. In this strategy, customers switch effortlessly between channels without losing context around your brand story. The information your customer sees aligns everywhere: from webshop to mobile phone and from email to store. In an omnichannel strategy, the focus is not on the product or service but on the customer (experience). You ensure that they recognize your brand story everywhere.

13.5% revenue growth with the right omnichannel strategy

In recent years, there has been a shift in buying behavior, with online purchases increasingly preferred. Fortunately, there are plenty of ways to move your customers from offline to online purchases. However, customers expect a balanced mix in how products are offered. To make the most of this mix, a well-thought-out omnichannel strategy is essential.

Research by McKinsey indicates that companies that excel in omnichannel and apply it successfully see increases in customer satisfaction, business growth, and lower costs. Additionally, customer data is easier to track and analyze for these companies. In the B2B sector, according to McKinsey, this could lead to a 13.5% increase in revenue. 

Obstacles on the way

It starts with a choice: do you focus on multichannel or omnichannel? In a previous blog, we outlined which strategy suits you. If you choose omnichannel, the choice itself is not enough. It requires strategy, investments, and overcoming technical obstacles. Here are the main areas to focus on.

• Strategy: A good omnichannel strategy succeeds or fails depending on the underlying strategy. A poor strategy results in disappointing outcomes that neither your company nor your customers benefit from. You also need to consider how your customers move across different channels. Therefore, it is essential to know the customer journey of your customers.
• Investments: Switching to omnichannel requires an investment. Besides investing in technology, your colleagues need to be trained in using new systems. There must be clarity about your brand story's expressions, and possibly customer data needs to be collected and transferred. Finally, centralized management is necessary to avoid confusion over communication or pricing. This not only costs money but also requires a significant time investment.
• Technological Obstacles: The main question behind technological obstacles is: on which channels do I reach my customers, and how do I ensure a seamless and consistent customer experience? This leads to practical challenges around integrating your CRM and ERP, or if you still use them, integrating legacy systems into newer systems.

Once you make the transition to omnichannel, it is good to remember that this is not a static concept; it requires continuous investment to make adjustments. This investment pays off in the long run.

Make your omnichannel experience a success