In the field of marketing, the term omnichannel defines a company using all means of contact with the customer. When we think about omnichannel strategy, we talk about the optimization of the different means of distribution. In France, many omnichannel players are present such as Fnac-Darty, Carrefour and Boulanger. They oppose pure players, having only one means of distribution, like Amazon. To gain a foothold in this highly competitive industry, omnichannel companies are strengthening their innovation to improve payment systems and increase loyalty.
To increase sales, omnichannel companies must facilitate payment and improve services around it. Difficulty to pay is one of the main barriers to purchase.
Companies are partnering with banks to enhance the service offered during the payment. Many loyalty cards, as part of a loyalty strategy, turn into a credit card. Each time the user makes a payment, he is credited with a certain percentage of the value of it in purchase vouchers for use in partner companies. In France, Air France and Fnac-Darty offer this type of service subject to eligibility conditions. This transaction aims to significantly increase loyalty : by being considered a premium customer, he gains advantages in getting in touch with the company. The objective is to offer customers who do not have sufficient financial liquidity a short-term loan by staggering the payment. This service is a real success, it makes investment almost painless. Interest rates are close to zero in order to remove any barriers to purchase that customers might have. For example, if you want to buy a 1000 euros TV, you can stagger the payment over twenty-four months, and that would be 41.70 euros per month.
A tendency to personalization
To deal with pure players, the retail sector must adapt by proposing new offers but especially by improving its services which constitute a large part of its added value. Data collected over the entire customer journey is becoming more precise, allowing brands to create offers that better meet customers’ needs. In stores, retailers reinforce marketing around the customer experience. For example, in shopping centers, they can use the services of a “shopper” staff, advising on the choice of stores or items to try. There are also many online platforms where customers can comment on what they have purchased. These are valuable for brands. They allow them to better understand the client’s expectations.
A stronger link between the different distribution channels
A complete omnichannel strategy should also lead customers to all distribution points, from the website to the store and vice versa. For this, customers visiting the store are encouraged to consult the website to access to a comprehensive comparative guide before proceeding with the purchase for example. Customers can withdraw their orders in stores and avoid any additional delivery costs, and even some sites give a small discount by using this service. It allows companies to increase the number of customers coming in stores and to increase the turnover thanks to a formidable experiential marketing.
An immersive customer experience
Once in the store, customers are very stimulated with music, atmosphere, decor, and of course a proximity with a test product and advice from a seller. Stores also offer a strong experience thanks to virtual reality. This mask covering the eyes, accompanied by a speaker-helmet in order to have all the sounds, allows you to enter in complete immersion with goods or services which you wish to buy. This system is very effective in the tourism and the video games sectors. Imagine yourself wanting to buy a trip, while you could discover in full immersion the destination you have chosen.