We’re living in an omnichannel world, but what does that actually mean?
I’m getting a lot of questions around this at the moment, whilst the concept is fairly easy to understand, the minutiae of what it means to a brand is not quite so simple to grasp, so here’s a quick digest…
The word itself is derived from the word Omnis which can mean all or universal. And rather than linear use of channels, most of us are used to cross channel planning so really, omnichannel is the evolution of cross channel planning, done really well.
To take that one step further, I would summarise it as; the true continuity of a brand or content experience that extends beyond a single place and crosses through multiple channels.
Consumers are exposed to brands at multiple touchpoints, often at once, they could be looking at something on a mobile whilst in a physical store for example. As a brand therefore, planning for both the mobile experience and the physical store experience to be consistent would be part of omnichannel planning, it should be woven together with an invisible thread.
Essentially those brands that connect the components of an experience and the data around them; research of product, purchase, price, customer service and so on, will be the ones that shape a new dimension of customer decision.
It is indeed an intricate web we must weave.