What is omnichannel strategy? Case studies, benefits, and secrets to success

“Omnichannel” is now so well-recognized that it has become a common language in the business world.

However, terms such as “multichannel” and “O2O” are sometimes used without much distinction in practice, and it can be difficult to understand their true meanings and differences.

Therefore, this time we will introduce the benefits and secrets to success of “omnichannel” from a marketing perspective, based on the meaning of the word and actual examples.

What is omnichannel strategy?

Let me explain the meaning of the word “omnichannel.”

“Omni” means “all” or “everything,” and “channel” means “route.” Literally translated, it means “all routes or routes.”

However, the difference between this and “multichannel” and “O2 O” is not clear.

When it comes to selling products or services, there is always a customer, the buyer.

From the seller’s perspective, there is usually more than one point of contact with the customer. There should be multiple points of contact.

For example, if we consider BtoB, the following points of contact can be considered.

If further categorized (company visits by sales representatives, product delivery/installation work, maintenance/repair work, etc.)

When you simply increase the number of points of contact with customers and have multiple sales channels, it is called “multichannel.”

Taking this multichannel one step further, “omnichannel” is the “integration of multiple and all kinds of sales channels.”

It will be especially easy to understand if you examine the sequence of actions leading up to purchase from the customer’s perspective.

For example, in BtoB, let’s say that a customer (a company contact person) registers his company name and other basic customer information as a user on an EC site and makes a purchase.

If you then call the call center and request to change your purchase, the information on the e-commerce site is not reflected and you have to convey the customer information from scratch, which can be considered a “multi-channel” situation.

This is because there are multiple sales channels, and the sales channels are not linked to each other.

On the other hand, if the information on the e-commerce site is already shared with the call center, all you have to do is tell them the customer’s name when you call, and the customer’s information and purchase history will be immediately known and they will respond immediately.

For customers, it can be said to be a stress-free purchasing process.

This state in which all channels are linked and integrated is called “omnichannel.”

In other words, “omnichannel” allows customers to make purchases “anytime” and “anywhere” across multiple channels without boundaries, and pursues convenience from the customer’s perspective.

To achieve this, it is necessary to manage multiple channels in one system, from product and service inventory information to logistics and customer management.

“O2O” is an abbreviation for “online-to-offline” and refers to linking online and offline, and can be considered a part of omnichannel.

Benefits of an omnichannel strategy

Omnichannel strategies are now spreading across industries.

Banks are one example.

In particular, the number of customers visiting manned stores is decreasing, and the number of people using non-face-to-face channels such as ATMs and the Internet is increasing.

For this reason, Resona Group’s Quick Navi and other services have introduced a process in which items that could not previously be processed at ATMs are now processed by machines using terminals installed in the lobby.

One of the benefits of an omnichannel strategy is that you can do it “anytime” or “anywhere,” regardless of the time or place, so you don’t miss the opportunity to make a purchase or close a deal with your customers.

This is because business is entering an era of customer-driven business.

With the spread of unprecedented technology, customers are able to move back and forth through various channels “anytime” and “anywhere,” so they are looking for consistent responses and connections based on previous interactions.

And because channels are expanding and collaborating, from a customer’s perspective, there are many opportunities to make a purchase or close a deal.

With an omnichannel strategy, you can retain customers without missing any of these opportunities.

Another benefit is the utilization of acquired customer data.

By linking each channel, the customer’s purchase and contract process, which previously could not be understood because there was only one channel or because they were not linked, can now be visualized in chronological order. It also becomes possible to predict customer behavior.

Furthermore, by linking each other, customer management, which was previously performed by each channel, will be unified, which has the advantage of reducing unnecessary work.

The secret to a successful omnichannel strategy

What is the secret to a successful omnichannel strategy?

Enrich the customer journey

The biggest goal of omnichannel is to create a stress-free customer experience that leads to purchases and contract closures.

To achieve this, a customer perspective is essential.

Rather than simply linking each channel, we consider what kind of interaction is best between channels, and conversely, create a series of customer experience journeys, such as adding new functions and creating links that have never existed before. We need a way of thinking that considers this.

Sharing the same perspective across the company, such as holding in-house customer journey workshops, is the first step to success.

Organizational reform that allows collaboration

Each channel is typically organized into separate departments or divisions.

In order to coordinate each channel, the barriers between departments and departments inevitably become an obstacle.

Organizational reforms and the creation of cross-sectional departments to promote omnichannel strategies can be effective.

How to implement omnichannel

Various steps are required, including the introduction of new systems, organizational reforms, and sharing of perspectives across the company.

It may be a long road to implementation, but considering its effects, there is plenty of room for consideration.