How to Build Unified Omni-Channel Experiences?
But what does it take to build omnichannel experiences? It’s a combination of multiple factors, like:
1. Data Management:
A consolidated, unified version of all the datasets present in the company or a “single source of truth”, is at the core of effective data management. When carried out properly, data management is capable of complimenting omnichannel brand presence, with relevant and consistent information about products across every touchpoint.
2. Connected Systems:
Your omnichannel strategy is incomplete if your internal systems are siloed. You need to integrate multiple applications and deploy APIs to accelerate data transfers between them. This would synchronize real-time inventory handling and dynamic management of customer data across touchpoints like IoT devices, point-of-sale, kiosks, and the likes.
3. Shared Workflows:
You need to have shared workflows between your stakeholders, employees, and 3rd party entities to let them access product information relevant to their role. By storing information in a master file and enabling access via API calls, data can be accurately distributed throughout the retail ecosystem.
4. Assigning Attributes:
Something as simple as assigning attributes to each inventory unit can enrich the customer experience and push forward the buying journey. This would make warehousing easier and in-store staff can have better product visibility, which helps them in creating a more compelling retail experience for the buyer.
5. Segmentation and Targeting:
Access to the right data is imperative for understanding and segmenting your customer base. This helps you successfully tailor unique content for each segment of customers and weave personalized experiences for them.
CX is the foundation of any omnichannel strategy which in turn can exponentially grow your customer base and revenues. That’s why it is important to continually deliver compelling experiences that aren’t confined to a single platform. Investing in a robust product information management (PIM) and master data management (MDM) platform can help you achieve that in the most convenient and financially viable manner.