[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/05\/27\/omni-channel-data\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/05\/27\/omni-channel-data\/","headline":"Tapping into the power of omnichannel data","name":"Tapping into the power of omnichannel data","description":"You know that omnichannel is important. But are you really providing a seamless experience, and are you using omnichannel data for good?","datePublished":"2016-05-27","dateModified":"2021-12-28","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/rita-marini\/#Person","name":"Rita Marini","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/rita-marini\/","identifier":116,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/712f3e969cfbbc79f7013a5aa12653418f6d9965a483e588776e3a710a3943e4?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/712f3e969cfbbc79f7013a5aa12653418f6d9965a483e588776e3a710a3943e4?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\/2016\/05\/thumbnail-80a45bbd6e46f315d37aafb32e4aa513.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/05\/thumbnail-80a45bbd6e46f315d37aafb32e4aa513.png","height":370,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2016\/05\/27\/omni-channel-data\/","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\/omnichannel\/","name":"Omnichannel","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Omnichannel","http:\/\/www.wikidata.org\/entity\/Q16999365"]},"Retail Trends, Data, News"],"wordCount":1177,"keywords":["Customer Engagement","Customer Experience | CX","Digital Transformation","Omnichannel","Retail"],"articleBody":"By now you shouldn\u2019t be a stranger to the term omnichannel. After \u2018big data\u2019 I find this as the next big buzzword in the world of business and, you guess it, of digital transformation.With that comes the abundance of various definition of omnichannel \u2013 from as simple but not-necessarily correct as multi-channel, to cross-channel, to a lengthy one like \u201ca multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.\u201dWe get the idea. Despite the various definitions that are being offered, the more\u00a0important thing to focus is the expectation your customers have when engaging\u00a0your brand, and that it a frictionless experience.      Omnichannel vs. multichannel 2024: What’s the difference and who is doing it?                Most retailers are now multichannel, where they sell their products across more than one channel. Very few, however, are truly omnichannel. Discover what it means to be considered an omnichannel business.      Omnichannel means frictionless customer experienceI recently visited Tokyo for a vacation with my family, and after three days or so, it\u00a0dawned on me that we didn\u2019t really have to ask around either for directions or how-to when purchasing metro tickets or other items in stores. There was very little\u00a0need for that. It\u2019s almost like everything is thought through, because every\u00a0experience we had, except when it required conversing in English, was frictionless.Don Peppers, best-selling business author and a founding partner of Peppers & Rogers Group, shares that the secret to customer loyalty is a frictionless experience that removes obstacles. I couldn\u2019t agree more and I believe that is why omni-channel is such a hot topic today. One cannot digitally transform their business without ensuring omni-channel is enabled. Because, to put it simply, omnichannel is business and business is omnichannel.      Omnichannel examples: Brands creating their own luck                Online retail and e-commerce require an omnichannel strategy. How do you create one? Learn some of the best omnichannel examples out there.      Omnichannel data: It\u2019s simple, but not easyJust over a few weeks ago, SAP Hybris published a research paper with a focus on\u00a0omni-channel based on insights received from over 900 key decision makers in\u00a0sales, marketing, commerce, and customer service, at some of the world\u2019s biggest\u00a0brands, in eight global markets.From leadership and management perspective, 72% business leaders all know they have to close the technology gap. Yet, only 6% think they\u2019re managing customer relationships in a truly sophisticated, joined-up way.I believe one reason behind this is because the road of digital transformation can be\u00a0scary. But it can also be a safe one. It takes knowing the rule and taking action: be\u00a0everywhere\u2026 or go nowhere.\u00a0The good old days where it used to be easy are gone. In those days, you pretty\u00a0much just had to research a market, design the product, and then market the thing.Thanks (or no thanks) to technology and out-of-the-box business ideas, we have\u00a0now arrived in a totally different world: the world where customer relationships are\u00a0conducted across multiple channels, at any time, from every kind of device. In short,\u00a0the world of omni-channel.In this world, a unified, single-view of customer intelligence is a must. Yet, the\u00a0research findings show 56.6% businesses still can\u2019t be contacted by social media,\u00a0only 12.9% businesses offer a customer history and service record in mobile apps,\u00a0and 76.3% businesses\u2019 existing CRM systems can\u2019t track customers\u2019 social media\u00a0interaction.How come, you ask? It\u2019s because marketing, sales, and service are broken in most\u00a0organizations. A survey conducted by Loudhouse that surveyed 800 global sales\u00a0executives revealed that only 18% sellers align sales process to customer journey.\u00a0Additional research by Forrester reported that 69% of service agents believe that it\u00a0systems are lagging behind the company vision for them. Those findings only\u00a0compliment what SAP Hybris\u2019 research has found: only 10% marketers are\u00a0confident in their company\u2019s ability to leverage data into actionable intelligence.      Mobile masterpiece: Creating omnichannel retail and stand-out CX                Mobile retail is a huge revenue and growth opportunity for brands that do it right. Here's how one retailer boosted profits with mobile-first CX.      You need to tap into the power of omnichannel dataThere is really no other way. If you haven’t yet begun the journey of enabling\u00a0omni-channel experience for your customers, sooner or later you will have to. But\u00a0take note, the time window of that decision can mean either the continuation or\u00a0discontinuation of your business.Going back to my experience in Tokyo, while most of the experiences we had were\u00a0friction-less, there was a moment of a missed opportunity that I experienced as a\u00a0customer. We were commuting in a metro and I saw a print advertisement for a\u00a0beer brand. It caught my attention first and foremost because it was in English,\u00a0while the rests of ads were in Japanese.As I read the copy along, I became interested and convinced to find and buy this\u00a0product. But, there was no information on where to get it. I assumed that any\u00a0supermarket should carry this product, right? Wrong. Not only because they didn\u2019t\u00a0but also because I couldn\u2019t remember the name of the brand, although I could have\u00a0identified the packaging of the can if I saw one. Now, if the ads included a QR code\u00a0that I could scan in my phone, and provided me with the stores information like\u00a0locations, this story would end differently.Since you have read this far, I will now share the three fundamental steps on how\u00a0you can tap into the power of omni-channel to get you started.\u00a0First, you need to start at the core of the problem, and that is to break down the\u00a0great wall between customer and back office.Second, share data across product, customer, and order, to drive omni-channel. This is a crucial step to get a single\u00a0source of truth. Third, start aligning against your customers\u2019 expectations \u2013 knowing\u00a0is not enough \u2013 and your customers today expect convenience, consistency,\u00a0relevance, empowerment, and agility from your brand\/organization.      Omnichannel marketing: Definition, examples, strategy                Omnichannel marketing is the strategy and practice through which a brand interacts with its consumers, both off and online.      It\u2019s a\u00a0mission and you\u2019re the agentAs\u00a0I said above, enabling the omni-channel experience is not easy. But there are already proven road maps and best practices to guide you in this\u00a0journey. Just make sure you team up with the right partners, and know who the market leaders\u00a0in this area are, especially when sourcing and implementing the technology.Look at it as a mission and you are the agent. And if your job deals with\u00a0customers, directly or indirectly, then you are an agent of omni-channel and you\u00a0have a stake in the whole mission.  Your customers are managing 85% of their relationships online. Omnichannel CX can provide everything they want \u2013 and more.Get started HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2016","item":"https:\/\/www.the-future-of-commerce.com\/2016\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"05","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/05\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"27","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/05\/\/27\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"Tapping into the power of omnichannel data","item":"https:\/\/www.the-future-of-commerce.com\/2016\/05\/27\/omni-channel-data\/#breadcrumbitem"}]}]