How omnichannel can improve the customer experience in the e-commerce universe
Digital marketing, E-commerce, Expertise, Magazine, Omnichannel Approach

How omnichannel can improve the customer experience in the e-commerce universe

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Between traditional and digital: how consumer purchases are changing

Consumers increasingly rely on different modes of purchasing, using both traditional channels (such as physical stores) and digital channels (websites and e-commerce apps). The current landscape is increasingly evolving toward a

omnichannel model

, where online and physical are no longer alternative and competing modes, but are complementary.

In fact, a recent study by Packlink and Retail Economics found that 63.4 percent of shoppers in Italy, Britain, France, Germany, Spain, and Australia buy both online and offline. Specifically, nearly one in four Italians (24 percent) said they purchased their non-food items only in stores, and 12.7 percent make their non-food purchases exclusively online.

As many as 62.6 percent of Italian consumers, however, make use of so-called omnichannel shopping, making their purchases both in-store and online. Notable product categories include clothing (79.7 percent) and electronics (66.5 percent), followed by health/beauty (63.5 percent) and housewares (59.7 percent).

Omnichannel shopping: the preferences of Italians

Online retailers are increasingly investing in the digital channels preferred by consumers, which is why most companies offer products and services either on their own websites or in marketplaces. In fact, 44% of retailers said they sell through their own channels, while 68.4% prefer marketplaces.

These are data that match customer preferences: i
79% of Italians prefer to buy on traditional marketplaces, compared to 9.6% who prefer a brand’s website and 7.4% who adopt mobile apps
. Also worth keeping in mind is the fact that 23.9 percent of merchants invest in selling via social media, ahead of the times in terms of current consumer preferences.

The secret of e-commerce’s success lies in the ability to shop anytime, anywhere, with ease of use and very quickly. The share of this sales-purchase opportunity has increased in every market due to the omnichannel strategy that enables companies to acquire new customers quickly. More and more consumers expect a smooth and consistent experience, regardless of the channel they interact with.

Customer experience and the importance of delivery time

The speed of product delivery has now become a key part of the customer experience. In fact, a recent BCG study showed that 30 percent of customers have high expectations of so-called “turbo-delivery.” Receiving the purchased item quickly is now an unavoidable standard, and if the level of service does not meet customer satisfaction, one could also run the risk of the consumer switching to a competing brand.

For this very reason, several retailers have
rethought their delivery methods
, also seeking to establish useful partnerships to support its scalability and speed. These are relevant since they can determine an increase in customer retention rate of more than 90 percent. At this specific historical moment, it is the process components and back-end technology that facilitate useful operational activities to support the customer experience.

Omnichannel order management: more fluidity for companies

Omnichannel order management has now become one of the most relevant issues for large companies that want to deliver products to customers where and when they prefer. Omnichannel order management ensures optimized management of e-commerce orders and is strategic for businesses, representing one of the cornerstones of the omnichannel customer experience.

In fact, the OMS is a key interface between back-end and front-end assets, enabling operational optimization and improved customer satisfaction. Omnichannel Order Management ensures the integration of multiple purchasing channels and manages order intake from multiple touch points.

The omnichannel solution allows order fulfillment processes to be optimized based on well-defined strategic business objectives and harmonizes digital and physical touchpoints into one interconnected system that empowers customers to benefit from a seamless omnichannel experience. Improving the customer experience increases the potential for cross-selling and generating an increase in revenue as well. Therefore, companies should choose the most appropriate Omnichannel Order Management solution according to their needs and requirements.

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