Omni-channel? Yes, our web site is responsive and we have a social media strategy.
It is not uncommon to be met with the above answer when asking about the omni-channel strategy of a retailer.
While cross device customer experience or having both brick-and-mortar and ecommerce touch points are important factors in being a successful omni-channel retailer, there is more to omni-channel than what meets the eye.
In fact, what the customer cannot see is just as important as the sexiness of a cutting edge web site that scales perfectly to any device and browser combination.
The foundation of Omni-channel success is built on enterprise back-end systems and the integrations between them
For any omni-channel retailer, back office operations, supporting analytics and integrated enterprise systems are imperative to succeed.
Point-of-sale, e-commerce platform, inventory and warehouse management, procurement, manufacturing, logistics, crm, customer service, business intelligence – all the systems in the enterprise architecture – are the foundation on which omni-channel success is built.
Retailers giving birth to omni-channel strategies should develop a well-defined strategy with a supporting IT roadmap that covers a 360 view of systems and tools that support the business.
This will be the foundation on which the omni-channel success is built.
The right systems and integrations alone don’t make your omni-channel strategy successful. Consider how to measure omni-channel and plan how to utilize the immense amount of data that can be captured to understand the dials and levers that can be used to influence the omni-channel experience.
It is a continuous journey so do not stop with what meets the eye.