miércoles, 10 de enero de 2018

Omnichannel: Brick-and-mortar is not dead but the cog of a more complex mechanism

Christmas is over. There are no more gifts under the tree and even the tree has been dismantled. Online sales may have reached a new peak and its for sure that its growth has surpassed once more the growth of brick-and-mortar sales. Back in September, Deloitte forecasts a growth of holiday sales growth of as much as 4.5 percent while e-commerce sales would increase 18 to 21 percent. Taking into account these numbers you may be tempted to close your physical store and you will make an error if you do so.

Although it may look so, the future of sales is not the Internet. At least is not only the Internet. The combination of offline and online shopping is not a provisional stage but a permanent one. According with a survey, in the last Black Friday/Cybermonday campaign in USA while over 58 million shopped online only and over 51 million shopped in stores only, over 64 million shopped both online or in stores. However the future of shopping is also beyond multichannel, it lays in what someone calls omnichannel.

What's the difference between multichannel and omnichannel? Basically, it is a question of customer experience. While in a multichannel strategy a shop print a range of lightly connected options to the shopper, in an omnichannel strategy there is a seamless continuity of the actions done by the shopper through the different channels. For instance, the shopper is free to start the relationship with the commerce through one channel and end it in a different channel.

The implementation of the more basic cases of omnichannel strategies is growing. The US merchants offering omnichannel services as buy online/pick-up in the store or ship to store doubled from 2015 to 2016. But more complex cases are already being implemented. My favourite one is the "My Disney experience" that allow you to start planning your trip to the magic kingdom from your PC to fully enjoy your days with SnowWihite, Peter Pan and the rest of the troop.

So in the end it looks that it could be true that digitalisation will not be the end of jobs but the start of a new breed of them. Omnichannel is the first step in that direction on the retail world.

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