At various stages of the buying journey, retail customers today switch between devices quite frequently, sometimes in the middle of a single session. Retail companies must align their digital platforms as well as physical outlets in a way that allows this kind of switching without losing details about any of the saved cart items or billing information. Omnichannel commerce that unifies disparate points of interaction is not just a feature but a default requirement to operate in the e-commerce arena.
A Harvard study that surveyed close to 46,000 customers recently revealed that over 73% of retail customers interact with the brand or company through multiple digital channels. Only 7% reported doing so exclusively online, while 20% claimed that they preferred physically paying the retail outlet a visit.
Amidst these dynamics and customer behavior, it is not enough anymore to only provide fragmented multi-channel commerce avenues but to implement seamless interactions and experiences synced across all platforms. Up ahead in this article, we will define the causation and correlations of omnichannel commerce with long-term success in this sector. But we will begin by clearly defining why multichannel and omnichannel commerce is essentially different.
Omnichannel commerce is clearly the more evolved strategy among the two, but both omnichannel and multichannel commerce have their specific nuances. While both types of online commerce approaches involve interacting with the customer across multiple channels, multichannel consists of the channels being siloed while omnichannel integrates those channels for better synchronization. The following are the differentiated definitions of these strategies:
Multichannel commerce involves offering products and services through multiple channels, such as online, in-store, and through catalogs. However, each channel is typically siloed and operates independently. This means that customers may have a different experience depending on which channel they use. For example, a customer may see different prices or product availability depending on whether they are shopping online or in-store.
Omnichannel commerce takes a more holistic approach to customer engagement. It involves integrating all of the different channels that customers use so that they have a consistent experience no matter how they interact with the business. For example, a customer who starts their shopping journey online may be able to pick up their purchase in-store, or they may be able to get help from a customer service representative on the phone even if they started their purchase on social media.
Customer Success Story: Daffodil develops an m-commerce app with modern database architecture for one of India’s biggest online retailers
The long-term goal of focusing your retail business efforts towards omnichannel implementation is to ensure that irrespective of where a customer encounters your brand, it leads to a high recall value and lasting brand loyalty. The approach to take while developing omnichannel commerce must center on making the customer experience as seamless as possible. Here's how:
Enable Seamless Platform Switching
There are two key aspects to consider while enabling seamless platform switching in an omnichannel commerce setup: mobile and web development.
For mobile development, implement cross-platform frameworks like React Native or Flutter, allowing you to write code once and deploy it on both iOS and Android platforms. Use responsive design principles to ensure a consistent user experience across devices, adapting the interface to different screen sizes and orientations.
For web development, adopt a responsive design approach using CSS media queries to adapt the layout and styles based on the user's device. Leverage technologies like Progressive Web Apps (PWAs) to create web applications that offer native-like capabilities, including offline access and push notifications.
By implementing these strategies, you can achieve seamless platform switching in omnichannel commerce, allowing users to transition between mobile and web platforms while maintaining a consistent and unified user experience.
Focus on Personalized Services
Implement user behavior tracking using tools like Google Analytics or custom analytics frameworks. Collect and analyze data on user interactions, preferences, and purchasing behavior to build customer profiles. Utilize machine learning algorithms, such as collaborative filtering or content-based filtering, to recommend personalized products or services based on their history.
Integrate multiple customer and transaction data sources and recommendation engines with your backend systems, enabling seamless synchronization of customer profiles and recommendations across mobile and web platforms. Analyze browsing patterns, purchase history, and demographic data to provide personalized recommendations across all platforms.
Ensure Data Integrity
Ensure consistent data synchronization between mobile and web platforms using APIs and backend services. Utilize technologies like RESTful APIs or GraphQL to provide a unified data layer that can be accessed by both mobile and web clients.
Establish a centralized and reliable database system to store and manage data across channels. Implement transactional operations to maintain data consistency during complex operations and utilize database technologies like ACID (atomicity, consistency, isolation, durability)-compliant systems or distributed databases to ensure data integrity.
Validate user inputs on the server side to prevent malicious data from being processed. Implement server-side form validation and sanitize inputs to prevent SQL injection or cross-site scripting attacks. Apply input constraints, such as data type checks and length limits, and perform real-time validations using frameworks like React Native or Swift.
Continuously Measure Outcomes
To continuously monitor outcomes at various stages in omnichannel commerce, implement a robust monitoring system that tracks key performance indicators (KPIs) across different stages of the customer journey. Set up analytics tools to measure metrics like website traffic, conversion rates, customer engagement, and sales performance.
Utilize event tracking and analytics frameworks to capture data from mobile and web platforms. Implement real-time monitoring dashboards to visualize and analyze data, enabling timely insights and decision-making. Regularly review and analyze the data to identify areas for improvement, optimize marketing strategies, and enhance customer experiences, ensuring continuous monitoring and optimization throughout the omnichannel commerce implementation.
Outsource Technological Enablements
Retail companies can outsource the technical aspects of implementing omnichannel commerce by partnering with specialized technology service providers. These providers possess expertise in developing and integrating omnichannel solutions. By outsourcing, retail companies can leverage the provider's knowledge and experience, reducing the burden on their internal resources. They can benefit from cost savings, as outsourcing eliminates the need for hiring and training additional technical staff.
Additionally, outsourcing enables access to the latest technologies, best practices, and industry trends. Effective communication and collaboration between the retail company and the outsourced team are crucial for successful implementation, ensuring that the solution aligns with the company's specific requirements and goals. For the implementation of omnichannel commerce for a seamless customer experience across platforms, you can explore Daffodil Software's eCommerce Development Services.