Fundamental Concept About Multi Channel Order Management Services

A study found that two out of three online shoppers make their actual purchase offline

. This business would be lost by electronic-only retailers. Multi-channel retailers, on the other hand, can still profit from such online shoppers if they are able to draw them to their own stores. In order to accomplish this, retailers need to integrate their channels and make them consistent, giving online shoppers incentives to stay with the same retailer when they switch channels. Companies will strengthen their relationship with their existing customers and increase new customer acquisition by ensuring that products, services and associated information are available wherever their customers are, and that the customer experience is consistent across channels, yet optimized to a specific channel.

Today we have a host of cutting age technologies that enable new consumer touch points like smart phones, Tablets; mobile social media, customers are now hyper connected. The empowered consumer exhibits a short attention span, a demand for immediate satisfaction, a lack of patience for products that dont fit their needs, and intolerance for sub-par service. Therefore in order to attract and retain customers, companies need to respond quickly to customer preferences, suggestions and changing needs. In this environment, its important for employees to have information readily available and tools in place to allow them to respond quickly, ensure product and content distribution to the point of consumption, and perform agile product and packaging innovation. Multi-channel retailing is not a choice but a must in todays competitive market. Multi-channel customers are the most sophisticated, demanding and time-starved customers, who are also the most valuable assets of a brand.

Todays customers expect their shopping experiences to be consistently excellent regardless of the channel; therefore retailers are facing a lot of pressure to create superior customer experience. However, many retailers are intimidated by the idea of creating a comprehensive and cohesive multi-channel experience. Multi Channel Order Management requires improved customer perception in order to increase sales, push for better data collection and overall enhanced productivity. It is necessary to be consistent, provide a value-add, provide security and be committed. Retailers who recognize the importance of the fundamental change in customer expectations and embrace the challenge of creating multi-channel experience excellence will remain on the competitive edge. Multi-Channel Experience Management can help you understand how each customer views his or her journey and ensure the best experiences occur at each stage to build loyalty and foster advocacy.

Consumers expect retailers to offer increasingly sophisticated multi-channel capabilities. For example, consumers want to be able to research a product in one channel before buying it through another; to order it online and then collect it from a store. They expect to see consistent product, range, promotions and customer service across channels and have their loyalty cards and vouchers recognized in all channels. Not only are they starting to expect the retailer to Personalize their shopping experience for them, consumers also play an increasingly important role in the design and marketing of products and services through their growing use of Web technologies.

by: james bell

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