The term “Omnichanneling” refers to a synergistic management of all contact points (touchpoints) between company and user/customer.
The goal of such an approach is to provide the customer/user, an optimal, smooth and seamless experience of contact and interaction with the brand.
In a context in which consumers are moving with increasing ease and speed from one channel to another (think, for example, of how many consumers choose to buy online after trying on a garment in a store or vice versa, or how many receive and open a newsletter and then choose to buy via APP), adopting an omnichannel marketing strategy represents the real big challenge that brands and companies must learn to respond to.
Indeed, it all involves the ability to orchestrate customer interactions with the brand into a single direction, automating their interactions across all available contact channels.
Unlike multichannel and cross-channel strategies, omnichannel focuses more on the overall experience of consumer contact with the brand, the point of view shifts from channels, to users taking a central role.
There is a need to break down barriers and boundaries between channels but also between physical and virtual reality, facilitate the exchange of data and information.
In such an articulated framework, data analysis and data orchestration become key pawns to win the game, and high-performance technology solutions such as Customer Data Platforms, valuable allies.
Opportunities and points of encounter between consumer and brand are multiplying, digital and physical channels alternate seamlessly: knowing how to collect, normalise and analyse data becomes fundamental to knowing customers’ characteristics and interests in depth, to give fulfilling and valuable customer experiences, satisfying needs and expectations in users before they manifest themselves.
