The customer is still “always right.” The difference today is that the customer is “always right NOW!” Instant gratification required.
I am an Omnichannel dream customer. Here’s how I think as a consumer…
Who has time to spend the day going from store to store and mall to mall trying on clothing and schlepping shopping bags to the car?
Gone are the days of buying three different sizes of the same dress online and returning two because I don’t know how it will fit. Truth be told, it’s inefficient, expensive, and too complex!
Now, I do some online research and find a shop that has what I like and I get a pretty good idea of what they have in-stock. I go to the store, mobile device in hand, and start my conversation with the iPad-toting clerk who can instantly verify stock, locate items, and upsell with recommendations on similar items I might like.
A few moments in the fitting room will yield a handful of favorite new wardrobe items, which will be ordered online and conveniently shipped to my home. Piece of cake (and maybe a glass of wine to celebrate). If I start buying different sizes or categories (who knows what I might find?), my customer profile will change with me.
And so does my lifetime value. The blending of the best traditional and modern retail experiences and tactics can result in a powerful boost to my Customer Lifetime.
Omnichannel marketing requires that the different channels work together tightly in an effort to produce a seamless experience for shoppers. When the customer is at the center of your brand universe, your business will be able to deliver an out-of-this-world experience.
What’s your Omnichannel story? Comment below or send me a message.
