Improving Customer Experience With the Omnichannel Retailing Concept | FTTH Prism

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Improving Customer Experience With the Omnichannel Retailing Concept


Nowadays, people can make their purchases from many different channels. There are still the local shops that people can easily visit and purchase any item they need for their homes, cars, themselves, their families, and so on. There are also the stores that are available for people who are using the Internet and this includes almost every single person on the planet. Therefore, there are two types of channels available to people – offline and online channels. These channels include many different sources such as online stores, mobile stores, mobile stores implemented in apps, retail stores, telephone sales, as well as any other possible place where people can make a purchase for themselves. The transacting with customers includes a whole variety of processes such as purchasing items or services, browsing the Internet such as online shops, blogs, forums and so on, returning purchased items and the shops these items were purchased from, as well as the services received before the very purchase and after the purchase was finished. To sum it up, all of this is information that if used in the right way can increase the customer experience and satisfaction to very high levels that were not known to people until today.

Integrating all of the information received from all of these different channels and transactions between customers and the channels is known as omnichannel retailing. Omnichannel retailing is in fact something that has existed for several years but only recently people started calling it with the name omnichannel retailing. Omnichannel simply means all channels which makes it a perfect name for the actual concept. Omnichannel has been used for years but now as it has been defined, it will be developed to a level that will really change the way how people will make purchases in the near future.

There are many examples given when it comes to the possibilities that omnichannel can give to businesses and their customers. For example, when a specific person is browsing the Internet for something that he or she wants to purchase, searches for information, browses the different online shops to see what products are presented, their prices, as well as the offline shops in the local area, then all of this information is saved and used afterwards as recommendations to this very specific person. As this person enters next time an online or an offline shop, the representatives will be there already with the products that fit the needs of that customer without him or her having to explain anything. Therefore, the purchasing process is made very simple and very easy with the help of omnichannel retailing and this only means that this concept will be kept alive and progressing for the years ahead.

There are certain people who are against omnichannel retailing because they consider it as a stealing of personal information but it seems that this will not prevent the future development of this very convenient and easy to get used to option in purchasing.