Consumers have changed. New technologies increasingly allow them to opt for more and more ways of contact with brands and with more and more elements to establish links with them. This has made the information channels increasingly, larger and more varied, but it has also had an impact on another element. Consumers not only want these new channels to become a source of data and entertainment, but they also want them to be scenarios to make their purchases, solve their incidents and cover, in the end, all the potential elements that they have to cover in relation to to the brand.
Companies have gradually understood this and have been establishing more and more mechanisms and elements to connect with consumers and offer them what they want. These mechanisms have, however Italy Phone Number List worked as a kind of fan of options. Consumers could choose one scenario or another and could use those elements that interested them at all times.
But the situation has changed. Consumers no longer want options but rather want to use them all together and simultaneously. If now they can read their ebooks from the ereader on duty or from their mobile when they do not have it at hand or watch movies jumping through the different connected devices they have, could they not also and in the end also access their purchases, claims and needs in relation to brands in a similar way? This has meant that brands, which were still getting used to these new needs and what the market was imposing, the ‘multi-channel’ stage, have started to move into a new theater, the ‘omnichannel’ stage. Now consumers want it all.
What remains to be conquered in omnichannel
And the truth is that, as analysts point out, there is still much to see. Omnichannel will become one of the great market trends for 2017, or at least that is what they point out in an analysis in eMarketer, since the movements of the big players, such as Amazon, will make brands and retailers see how the question grows and how it attracts more and more attention. The leaders will push the rest of the players in the market to play in this league, whether they want to or not.
In fact, although it may seem at first glance that sellers and brands are giving less and less importance to omnichannel (in 2015, 39% put it as one of the factors that were influencing their day-to-day life, but in 2016 they were already only 30% who did, according to a study by Retail Systems Research (RSR)), the truth is that the first perception is misleading. Just because brands and marketers aren’t using that name doesn’t mean they’re not being terribly affected by it and that they don’t have it at the forefront of their priorities.
At the end of the day, if one analyzes what has increased as the main concern of companies is being able to respond to the purchase demands of consumers. In other words, what they are concerned about is being able to measure up to what consumers want when buying. And that’s where omnichannel directly comes in.
Given that firms are deeply concerned with and determined to meet consumer expectations, they will have no choice but to focus on that area. In fact, 52% plan to implement ‘buy where you want, receive it where you want’ programs in the next three years (9% already have it and 16% have it but need to improve it) and 43% will work in that period in creating ‘start where you want, end where you want’ services (5% already have it and 9 have it but have to improve it).
In addition to this, they are concerned about improving their pricing tools (to be consistent across all channels), showing products or their availability. These elements are also very much in line with the omnichannel challenges, since a firm that plays in different fields at the same time has to be able to be consistent in all of them.