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Hybrid in trend - Why omnichannel is so important

In recent years, retail has undergone major changes. In the retail ecosystem, one of the fundamental goals is the relationship between the retailer and its customers. Digitalization is a driving factor for the changes within many industries and their business structure. The retail industry is also going through major changes due to new distribution channels that are expanding in the online network. Digital technology now allows the customer to shop through multiple channels. Through mobile phones and computers, the customer has the option to shop from the comfort of their own home. This has the effect that more and more customers feel that going to the retail store is unnecessary.

The number of visitors to the shops is decreasing and year after year large companies decide to close their shops. For this reason, many companies are faced with the challenge of merging various sales channels and customer touchpoint and thus creating a uniform, channel-independent shopping experience for the customer. The right omni channel strategy provides this foundation.

In this article we tell you why the use of omni channel is so important.

What is an omni channel?

The word 'omni channel' comes from Latin and means 'whole', 'everyone' or 'everything'. Regardless of whether a purchase process takes place on mobile devices online or in the shop, the customer has the possibility to choose flexibly between the channels during a transaction.

The fusion of the different sales channels in the omnichannel should enable the customer to have a uniform shopping experience across all channels. Switching between the individual channels should not be noticed by the customer. The shopping experience should be identical on each of the channels. It is important here that communication with the customer is guaranteed. In addition to sales channels such as online shops, stationary trade and direct marketing, so called omnichannel-retailing relies on sales strategies that can be used by the customer on a mobile basis. Apps and social media strategies are therefore implemented.

The customer is the focus

Today, customers are increasingly flexible in switching between sales channels. Purchases are not only made in shops, but also online. Through recommendations on social media, or through advertising, the customer is enticed to visit the online shop to get more information about a product. In transactions, for example, the customer chooses the sales channel click and collect to pick up the product personally in the shop. In addition, the use of digital devices is becoming more and more present in everyday life. The interaction between online and offline commerce is not the only practice being studied, but also the relationship between online and mobile. As mentioned earlier, sales via mobile channels are becoming increasingly important compared to smartphones, tablets and apps. Both on the customer level and on the retailer side.

The introduction of additional sales channels creates new demand. Mobile devices facilitate further research and motivate customers to buy on the go. Thus, there is no longer a single path for the customer journey. To create a seamless user experience across multiple channels and devices, retailers need to take this shift in buying behavior into account. To create a long-term bond between customer and retailer, companies need to be positioned to rapidly process customer data and information in order to turn the acquired knowledge to their advantage. Omnichannel-strategies require a joint and unified review and redesign of corporate governance.

The relevance

Omnichannel commerce is about knowing exactly what point in the customer lifecycle the customer is at.

As early as 1995, a Harvard Buisness Review article stated:

"Customers, whether consumers or companies, don't want more choices. They want exactly what they want - when, where and who they want it. Technology now makes it possible for businesses to give them just that."

You represent your business and brand through your local and online presence and give it all a personal touch. Not only does this build trust with your consumers. Companies with an efficient omnichannel strategy build on average a closer bond with their customers, as customer satisfaction increases significantly.



Consumer expectations of retailers are growing. More and more customers expect a wider choice of channels in which you can operate. With the help of seamless processes, you increase your customer satisfaction, which in turn only pays off positively for you as a company.

Prosupo enables you to implement omnichannel measures in a comprehensible and personalized way. With the help of practical analysis tools, customer and product knowledge is displayed in real time. Our e-commerce specialists support you in building your individual omni channel strategy.

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