Why is it important to understand the omni-channel experience?
Consumers can interact with brands in a multitude of ways. The various channels include advertising, the Internet, social media, surveys, direct mail, phone calls, emails, in-store experiences, ratings and review sites, and countless more. Providing a consistent customer experience across these channels is critical for maintaining a positive brand identity.
However, your organization may choose not to address all channels, instead redefining omni-channel as all channels in which you participate. Your omni-channel definition identifies which channels you will focus on and how those channels will be integrated to provide a seamless experience.
Different industries and different roles will vary in the way they implement an omni-channel strategy. For example:
Omni-channel marketing ensures that messaging and branding are consistent among channels. It also includes tying different channels together (for example, social media and the web site) for promotional experiences.
Omni-channel distribution refers to the operational processes that allow customers to view, order, and receive goods and services through any channel smoothly.