E-commerce has experienced exponential growth in recent years. Consumers want to feel accompanied and receive the best attention from the brands they trust. The challenge facing many companies is to generate seamless shopping experiences. For this reason, omnichannel presents itself as a very effective alternative with numerous benefits for stores that sell their products and services over the Internet.

Omni-channel strategy

It is defined as the strategy of offering a unified service experience, regardless of the channel in which the interaction takes place. (In short, it is the consumer who will choose how to complete the purchase process through his or her favorite channel, without interference).

Today, the vast majority of e-commerce uses at least two communication channels to interact with customers.

This is a 100% customer-centric approach, which aims to offer an integrated experience across multiple channels. It means that the company offers consumers quick and easy access to information through different channels: WhatsApp, email, SMS, etc.

Unlike the multichannel strategy, in the omnichannel strategy all channels work together. This makes it possible to standardize the quality of customer service, so that the customer does not have to repeat the same information over and over again.

Advantages in the purchasing process

One of the main advantages offered by omnichannel is the optimization of buying cycles. This strategy allows customers to complete their sale without interference from their favorite channels. This makes the process seamless and they can resume the purchase intent at any point.

Another advantage of using an omnichannel strategy is that organizations can get to know their potential customers in greater depth. This allows them not only to meet their needs, but also to anticipate their needs and thus exceed their expectations. Significantly increasing a positive user experience and improving brand image.

Analysis and measurement

The omnichannel platform allows real-time tracking of customers: knowing what their queries are before making a purchase, what products they are interested in, at what point in the purchase cycle they request support, etc.

The integration of digital channels helps companies to develop advanced quantitative and qualitative analytics. Omni-channel is key to data collection. This data is transformed into valuable information for cross-channel sales management.

Customer Journey

The Customer Journey is a tool by which e-commerce companies can create intelligent conversations through an omnichannel solution. Thanks to it, it is possible to launch campaigns in different channels based on the behavior of your customers at different stages of their lifecycle.

Artificial intelligence is key to gathering and interpreting information from different sources to improve the customer experience. This technology makes it possible, for example, to analyze user comments on social networks.

Another way in which artificial intelligence can be of great help is to talk to customers in real time through chatbots. Using natural language processing and machine learning, they can understand questions posed by customers and respond to them.

In short, omnichannel is a communication strategy that you should implement in your e-commerce to stay in touch with your customers through different channels. In this way, you will be able to consolidate your brand image by being consistent in your message and in the different communication channels. You will also gain a better understanding of consumer buying preferences.