Still don’t know what an omnichannel experience is ? The line that separates the physical world from the online world is getting thinner. Little by little we see more physical establishments that incorporate new technologies, to create experiences in line with consumer habits in the digital age. Trying to connect and maintain a balance between both worlds is one of the key factors that will allow you to reach the user effectively. This is where the omnichannel experience comes into play, as a necessity if we want to create a competitive brand capable of becoming a benchmark for consumers.
Goals of an omnichannel experience
When we create an omnichannel experience, we are managing to facilitate and streamline the contacts, experiences and communications that the user maintains with the brand. We try to offer a seamless experience in what is called Customer Journey . We talk about the customer’s journey, from the time he first contacts the company, until we achieve the customer’s conversion and loyalty.
That is why, eliminating gaps between the different devices, platforms and communication channels, leads to a significant increase in the conversion rate . We achieve greater efficiency and therefore, we ensure the fulfillment of our objectives. Basically, we avoid lost conversions by improving the customer experience throughout the entire process from start to finish.
How to create an omnichannel experience
Creating an omnichannel experience means analyzing numerous aspects that will help us put the customer at the center of our actions . If we seek to offer a truly satisfactory user experience, we must identify the motivations, habits and preferences of our target (target audience). We will analyze aspects that identify needs and concerns in the different stages of a purchasing process and we will reinforce those in which we detect dissatisfactions or a greater number of abandonments.
In any omnichannel experience, means of connection and navigation are factors to which we have to pay special attention . As we have said, we must detect and recognize the different devices and platforms that consumers use, during the different stages in which they connect and communicate with the brand .
Computers, tablets, smartphones, websites, mobile applications, social networks, etc., are devices and platforms highly demanded by the user and used interchangeably to carry out all kinds of processes related to trademarks . This is where cracks cannot occur. Allowing the passage of one another in a fluid, intuitive and simple way, is the key to avoid abandonment and meet our conversion goals . Now you know, creating an omnichannel experience is the key to reach the user with guarantees of success.