The “both and the same” behaviour typical of modern consumers is reflected in the relationship between e-commerce and traditional ordering methods. Nowadays, users surf all available channels and switch between online, offline, iPad and laptop.
A simple example: customers are on a stroll through town and are busy bagging new autumn fashions in a store of their choice. Arriving at home, they realize that their shoes can’t get out of their heads after all. No problem: as the store has an online shop, they can be ordered conveniently from their mobile phones. But since it’s already late, they open the shop the next morning with their laptop and find the shoes in their shopping cart. Such a customer journey is quite normal in times of situational consumption.
For this reason, companies should definitely consider an omnichannel strategy in order to ensure a uniform customer experience on all channels. This is because with customer-oriented and cross-channel concepts that offer the customer added value at every point of contact, online and offline retail merge to form a harmonious unit.
Experts from Zalando, konversionsKRAFT, LEROI Consulting and DAA will tell you which tips and tricks you can use to guarantee an excellent customer experience in addition to your Omnichannel strategy.
est practice: Tchibo also provides its customers with an all-round comfortable coffee experience. First, the perfect coffee bean can be searched for using an app by setting personal preferences using various filters. The app’s shopping cart stores this information, which is then immediately available with every new purchase. The delivery options are flexible: beans can be delivered to a shop as “Click & Collect” or ordered home.