6 From Single to Omni-Channel Single channelMulti-channelCross-channelOmni-channelxxxExperienceSingle touch pointChannel act alone, experience differsChannels strengthen each otherExperience is aligned across all channelsPropositionAllgnedDifferent assortment, prices servicesNew services: C&C, in-store home delivery, etcUnified brand, service, assortmentFocus-LearnGrowMake profitableOrganizationOne organizationSeparate eCom. UniteCommerce unit becomes part organizationIntegrated channel management for communication & commerceTechnologyOne platformSystems are silo’sLogistics, assortment & CRM are integratedShared platform for all channels from web, to mobile to cash register.
8 From Content, to Commerce, to Experience Single channelOmni channelManagementOf a channelOf the customer journeySellingA productAn experienceOptimizationFact , usability drivenEmotionally drivenFocusOn sellingOn informing, educating and entertainingArchitectureContent & sales resides on one siteDistributed across many sitesMediaText and imagesVideo, augmented reality, …CommunicationSending informationInteracting with the customerCritical success factorPriceBrandXXX
9 Three Characteristics of Omni-Channel Players NPS, Architecture, Speed
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