Do you want to know if your Omnichannel really works? Take a short test

Picture of Tomasz Karwatka
Tomasz Karwatka

Supervisory Board Member at Divante. Leading industry voice who believes eCommerce can improve our world. Co-founder of Vue Storefront and Open Loyalty, angel investor, and founder of Tech To The Rescue. CoFounder at Catch The Tornado eCommerce Startup Studio

Care to share?

A few years ago retailers implemented eCommerce en masse, making millions of consumers aware of the phenomenon at the same time. At some point it turned out that a customer equipped with a smartphone often knows more about your offer than the seller in your store.

What’s more, due to a growing number of Omnichannel solutions customers assume that they can freely combine eCommerce processes with those available in retail stores. However, their expectations are often untrue. Usually it causes irritation and reduces customer experience.

Plan a test for your Omnichannel

Imagine a situation: a customer visits the store and looks at a product. It turns out that this particular store doesn’t have the right size. The customer offers to pay for the product if the store will send it to his home address. Is such a situation possible in your store? If not, there’s good chance that the customer will be disappointed and annoyed – if he can buy the product online, then why can’t the store service do it for him?

We can design a lot of such scenarios, this is just one example. As many as 45% of consumers agree to a home delivery of goods which couldn’t be found in a store. Only 32% of retailers enable such a process.

Diagnose your current situation

Why does it happen? The answer is simple – eCommerce was often built as a separate entity. It’s not connected to the systems; it doesn’t allow rapid exchange of information. Of course, your customers don’t care about obstacles. What is worse – their discontent is very difficult to see from the company’s headquarters. All these little annoyances take place in the store and are witnessed only by customer advisors, often the least interested in Omnichannel.

What needs to be changed

It’s best to start with a mechanism that will allow you to combine the current and integrate subsequent systems in a simple (and inexpensive) way. This missing link is called Enterprise Service Bus – specialized software that provides seamless connectivity between all systems in the company. Implementing such a mechanism is essential to the Omnichannel architecture.

Read also: Why do eCommerces go bankrupt?

Published August 11, 2016