Are we working on a real omnichannel strategy? The answer for most eCommerce is NO. It is not enough to organize a store pickup in your eCommerce or put the URL of the web in the bags of the physical store. That is not omnichannel.
Omnichannel is treating your customer as a single customer. Work communication FOR HIM, wherever he is, in the physical store, online or walking down the street. Do not make you dizzy with different prices online or offline (even if those in the store get angry or “the margins do not come out”). What you are looking for is a loyal customer who thinks of us when they need a product that we sell and not another and that they recommend us.
But this is very difficult, isn’t it?
Yes it is difficult, but the difficult thing is not the technology but to be consistent. At the technology level, you can search for simple formulas and from there our OMNIWALLET project was born.
What is Omniwallet?
Something very simple, but as simple as it is, very effective. It is about being present on our client’s mobile device permanently through the wallets (that is, without the need to install any APP that we must maintain). For this we must define a loyalty program (very simple) so that the user accumulates points for each of the actions that we consider: purchases, visits to a physical store, abandoned carts, attendance at events, invitations to friends, product reviews. Anyway, whatever we want.
If a user is going to buy from our physical store and we tell them that, if they register with their mobile phone in a moment, they will accumulate points and the next purchase can be made online with a gift and the user has already created, it is very likely that they will tell us Yes.
And the same the other way around. If an online user receives when buying online a card to install on his mobile that tells him that if he visits a store he will have a gift, perhaps he will come to visit us and buy.
From there, the game begins. With Omniwallet we can know how long it has been since our user (before OFFLINE) has not entered the web and invite them. Or to know if he buys in our different stores. Or we can make you return to a store if you have not bought in more than X time.
On the other hand, to the old ONLINE customer, we can launch a promotion on his mobile if he passes near one of our stores, so that he can come to have a coffee, or we can invite him to an event and reward him for visiting us.
In short, with Omniwallet a new world opens that will take you into authentic omnichannel. And all at a really cheap and simple implementation and maintenance cost. Do you sign up?