There is no such thing as an omnichannel shopper - Fits Me

There is no such thing as an omnichannel shopper

Customer experience, Retail By Jonathan Carney, March 16, 2016

Omnichannel_shopperThe term omnichannel is increasingly being banded around in the marketing ecosystem and consistently heralded as the number one strategy that brands and retailers need to adopt if they are going to build a more meaningful relationship with their customer.

Whilst this is arguably an effective strategy that forces organisations to evaluate the extent to which they are able to interact with their customers in a meaningful manner, and assess whether they need to invest in widening their digital footprint, it simply doesn’t go far enough.

Just because you have an active presence across a number of key channels and touchpoints, it doesn’t mean you are operating a successful omnichannel strategy, or that you ‘know’ who your customers are.

The key to success lies in the quality of the data and insight you have and how you utilise it to improve the experience your customers have when they interact with you. If you are unable to identify the specific needs of your customers your ability to extract the maximum potential value out of the channels you operate will fall flat.

Let’s not forget, the customer journey is not linear, it’s incredibly dynamic and can’t be predetermined either. Every customer will have different priorities and be influenced in different ways.

At the same time customers are typically not loyal to any particular channel and in a retail context are highly unlikely to identify themselves as being anything other than a shopper.

The concept of “the omnichannel shopper” is therefore a misleading term, which only serves to highlight a true lack of understanding about the individual relationship between a shopper and a retailer.

It may describe certain behaviours and how shoppers interact with brands but it doesn’t help explain the reasons behind the decisions they make. Nor does it change the ultimate reason for that interaction, they want to buy a specific set of items, at a particular time in the most convenient way possible and that’s the critical point.

Your omnichannel strategy should be able to positively influence the individual journey of every customer that interacts with you at any time during the purchase lifecycle. It shouldn’t define it or silo your thinking or approach. Customers don’t think that way, so why should you? If you are unable to identify each customer’s specific need then the tools you have in your armoury are not going to be able to add any value to their experience.

But why is this so important?

In the highly competitive retail landscape, businesses that adopt personalisation strategies are the big winners. It’s therefore crucial that retailers start to think beyond labelling their customers or trying to define them by their own set of rules.

Customers are customers and shoppers are shoppers. Sure the way they make their decisions or purchases may have changed but the transaction process hasn’t. There is still an emotion behind it, especially when clothes are concerned.

Author: Jonathan Carney

Related posts

News 11th July 2017

Rakuten Fits Me responds to fashion crisis

Rebecca Smith

Free fit recommendation tool means all shoppers will now be able to find their perfect fit online.

Retail, Customer loyalty 11th August 2017

Rakuten Fits Me talk inconsistent sizing at MODA

Rebecca Smith

Rakuten Fits Me consultant and diversity advocate Emma Hayes took to the stage to discuss ‘Women’s clo…

Personalisation, Innovation 10th August 2017

Tommy Hilfiger on technologies changing the face of fashion

Rebecca Smith

Discover how an international brand like Tommy Hilfiger stays ahead of the competition through tech innovation, data management, and personalization.

Resources, News, News 30th June 2017

Fits Me Rebrands to Rakuten Fits Me

Rebecca Smith

Fits Me officially rebrands as ‘Rakuten Fits Me’ to further empower the online shopper and help strengthen the Rakuten eco-system and global platform.

Returns 10th May 2017

The Cost of the Serial Returner

Emily Walker

2016 was the first year that consumers made more purchases online than offline and this trend is amplified in the fashion industry

Follow us!