For many people, buying is more than just a commercial exchange. When purchasing a product, many users value a series of characteristics of the offline shopping experience that no e-Commerce – no matter how innovative – can supply. We talk, for example, about dealing with store personnel or being able to touch the product before taking it home. To resolve this issue, more and more users are opting for so-called omnichannel, an upward trend that companies that have an online store, or are considering creating one, must take into account. To better understand this concept, it is convenient to review the data collected by the First GfK e-Commerce Observatory . According to this study, before making a purchase over the Internet, 50% of consumers visit a physical store to find out, and 13% find out about the product in the same establishment via mobile phone (a behavior known as showrooming) . However, despite these figures, only 10% of consumers complete the purchase from their smartphone. Thus, omnichannel is about breaking down the barriers that separate online and offline sales channels. In other words, the objective of this strategy is to take advantage of the high penetration of smartphones and tablets Israel WhatsApp Number List  to provide a homogeneous shopping experience through the different commercial channels available to a company. Through omnichannel, we can combine the confidence that offline shopping provides with the convenience of e-Commerce. Let’s look at an example of the advantages of this strategy.

A consumer wants to give a gift to his niece, who is a video game enthusiast. Before facing the disorderly informative avalanche of the network, the consumer goes to an establishment to obtain guidance from the salespeople, who recommend five novelties. Next, the consumer decides to consult the comments of other users in the establishment’s e-Commerce. Undecided, he decides to go back to work and postpone the purchase. Finally, he makes the purchase at night, from his tablet, and requests that the game be sent directly to his niece. Since consumers do not distinguish between channels, but think in more absolute terms, companies must stop viewing online and offline channels as two separate tracks and adopt a model focused on the customer experience. How is it possible to integrate all distribution channels in an orderly and cohesive way? A good time to start incorporating omnichannel is when you decide to create or renovate a website or mobile application. To start with, a single source of product information must be defined and used across all channels. It is also convenient to unify the management of customer service areas. On the other hand, when applying an omnichannel strategy, it is essential to facilitate access to information from any device, so responsive design must be used in the construction of web pages and native apps to allow users to have the best possible experience of a brand. Also, today, we have technologies that allow us to analyze consumer behavior and use this data to design experiences that adapt to their habits and needs. If we want to increase sales and loyalty, we must ensure that, at the time of purchase, our customers experience our brand, and not just a channel within it.

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