Creating Omni-Channel Front-End Experiences
Though your business needs a central hub for product information, you should also be able to create frontend experiences that apply to each channel. However, it can be quite difficult to construct a workable omnichannel system while providing premium content for multiple channels using conventional content management systems (CMS).
A digital experience platform (DXP) will enable you to provide customized, high-quality content for various channels without updating each frontend separately. It also features a headless CMS for developing and distributing content across these channels. You will be able to easily connect your platform to new channels and touch points too.
And with a headless architecture, you can select your desired vendors for your applications by offering impeccable integrations. Displaying customized content seamlessly and at scale by getting information via APIs and transferring it to the central digital experience platform. Finally, you will be able to easily view & manage the entire system in one place thanks to the platform’s flexible architecture.
Advantages of Omnichannel Commerce
There are several benefits to be gotten from adopting an omnichannel strategy. We will be taking a look at the four main benefits below:
Increased Customer Loyalty
Omnichannel customers do not only make more purchases, but they also tend to show more loyalty. Another data from the earlier mentioned study shows that omnichannel customers make 23% more repeat purchases than single-channel customers. These customers also have a greater tendency to tell their friends and family about a brand. What this means is that you no longer have to focus on marketing strategies like discount coupons, mid-sale campaigns when you adopt an omnichannel strategy. Your brand will benefit more from customer loyalty.
Improved Data Collection
To give your customers the best of personalized experiences, you have to be able to track their activities across various platforms. An omnichannel strategy will provide you with information on how to create content and promos that will drive your customers to shop more. This will be effective both online and offline.
Omnichannel Commerce use cases
Different merchants and brands across the globe are utilizing omnichannel commerce. In this section, we will be taking a look at some of the best examples:
Starbucks is an excellent example of a brand that has successfully adopted omnichannel commerce. As a customer, you are not only restricted to in-person orders. You can also order your coffee online or use the app and then proceed to pick it up in-store. Also, information on all products is readily available on all channels thanks to the accurate synchronization of data.
Additionally, the brand’s loyalty program keeps track of all purchases regardless of the channel on which they are made. The customers also get to redeem their rewards on any channel they desire and updates are done instantly.
2. Bonne Gueule
Bonne Gueule fusioned their media site and e-store into a unique omnichannel experience in 2022.
They faced the challenge of combining an online boutique, physical stores and a fashion media site into a unique omni-channel experience – without compromising on web performance.
By switching to a composable architecture with a headless commerce approach, the brand has managed to leverage a true omni-channel experience across physical outlets and digital channels, greater flexibility, faster deployment of new features, and better performance and reliability.
Not to mention, a seamless shopping experience across sales channels that’s ready to be evolved as and when is needed.
3. Primeau Velo
Primeau Velo is another brand that has greatly benefited from omnichannel commerce. The brand has been a leading bicycle retailer in Canada for several decades but it went through a difficult period in 2016 due to competition from e-commerce sellers. So, the company had to save itself by utilizing an omnichannel strategy.
The strategy involved the integration of the different areas of the company’s operations, including e-commerce, accounting, and resource planning. Also, state-of-the-art customer service was developed to allow customers to communicate with the brand via various channels. These included Primeau Velo’s website, its physical store, live chat, and mobile environments.
Thanks to this strategy, the brand went on to increase its sales by 27% within a year. During this period, they experienced a 30% higher conversion rate via live chat while 20% of customers that visited their stores said that they talked to an agent beforehand.
Calligaris is an Italian furniture maker that serves customers in more than 100 countries. However, the company encountered a problem as its proprietary eCommerce solution became less effective. The main issue was the system’s inability to work with their pricing system and also handle mobile device ordering properly. So, they had to utilize an omnichannel strategy to effectively integrate their physical and virtual experiences.
To start with, they carried out a performance upgrade on their online platforms and incorporated their pricing systems. An advanced kiosk system was also designed to enable customers to create 3D versions of custom furniture. The customers will then be able to order their creations. Product Information can be accessed both online and offline.
A smooth and consistent omnichannel shopping experience is one thing you can’t afford to overlook as a business owner today. By integrating all of your sales channels, your customers will be able to discover a product at one touchpoint and make a purchase at another. An omnichannel transformation is the best solution to your brand’s marketing needs.