[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/27\/ominichannel-challenges\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/27\/ominichannel-challenges\/","headline":"The omnichannel imperative: Creating ‘one experience’ for customers","name":"The omnichannel imperative: Creating ‘one experience’ for customers","description":"Customers don\u2019t see channels, therefore brands\u00a0must distinguish themselves consistently wherever a customer\u00a0engages the brand.","datePublished":"2013-05-27","dateModified":"2024-02-27","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/#Person","name":"Jenn Vande Zande","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/jenn-vande-zande\/","identifier":229,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/ef76ed873963201b65acc65a3cb353caa294225a4e9a8427f011077842dd955c?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ef76ed873963201b65acc65a3cb353caa294225a4e9a8427f011077842dd955c?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2014\/07\/omnichannel-selling.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2014\/07\/omnichannel-selling.jpg","height":375,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/27\/ominichannel-challenges\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/omnichannel-commerce\/","name":"Omnichannel Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Omnichannel"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/retail\/","name":"Retail","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Retail","http:\/\/www.wikidata.org\/entity\/Q126793"]}],"wordCount":303,"keywords":["E-commerce","Ecommerce","Omnichannel"],"articleBody":"In moving from channel-centric business models to one where\u00a0customers can expect a relevant, contextual and consistent\u00a0experience across every channel, companies need a single\u00a0commerce technology platform that:Enables brand consistency, in terms of the context of\u00a0underlying assortments, offers, promotions content and\u00a0policies, across all customer touchpointsProvides a real-time system of reference that enables\u00a0single views of product, pricing and promotions, inventory,\u00a0orders and customersIncorporates mobile as essential for continuous customer\u00a0engagementIs built on an open foundation that easily integrates legacy systems as well as emerging touchpoints and experience-focused technologiesAll of these platform functionalities are needed to achieve optimum\u00a0levels of customer engagement and commerce effectiveness.Establishing consistent brand messaging and differentiation\u00a0is becoming more difficult as consumers develop impressions\u00a0about brands from inputs and influencers outside a marketer\u2019s\u00a0control, such as social communities, forums, and product\u00a0ratings and reviews.Further, companies traditionally have\u00a0been able to offer distinct channel (whether physical or digital)\u00a0assortments, prices, and promotion policies while remaining\u00a0in-step with individual channel competitors.But customers are\u00a0forcing a change: they don\u2019t see \u201cchannels\u201d; therefore, a brand\u00a0must distinguish itself consistently wherever a customers\u00a0engage the brand \u2013 and companies are investing heavily and\u00a0changing business models to respond to that change.In the retail industry, this change in customer relationship is\u00a0being acknowledged.\u00a0Silos\u00a0are \u201cout,” brand consistency is \u201cin.”Brands need to be consistent across all physical branding elements: in-store signage,\u00a0shelf labels, catalogs, and product displays; their digital counterparts: product content, visual assets, price and promotions\u00a0on own sites and marketplaces; and across all accessible via\u00a0smartphones, tablets, PCs, and kiosks.  Every digital moment matters.Are you making the most of them?1,000 business leaders dish on how to stand out from the crowd with a great CX. Get the details\u00a0HERE.\u00a0"},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2013","item":"https:\/\/www.the-future-of-commerce.com\/2013\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"05","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/05\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"27","item":"https:\/\/www.the-future-of-commerce.com\/2013\/\/05\/\/27\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"The omnichannel imperative: Creating ‘one experience’ for customers","item":"https:\/\/www.the-future-of-commerce.com\/2013\/05\/27\/ominichannel-challenges\/#breadcrumbitem"}]}]