..We hear a lot about omnichannel. Even just by assonance, it is obvious that it is an approach to communication and sales channels, but what does it actually entail and why is it so important for companies to move in this direction? Omnichannel: What it is and how a PIM can support it The reason is to be found in the changed market conditions and in the new habits and needs of consumers, very different from those of even just ten years ago. Let’s see what the omnichannel approach consists of and how to support it with digital tools.
Omnichannel and multichannel
In this digital age it is easy to feel confused around terms that continually enter the marketing universe bringing new evolutions to already known concepts. An example in this sense is precisely omnichannel vs multichannel. The disorientation is understandable, but delving into the specifics of the single concept can help develop effective strategies and identify the right tools to fully exploit these trends.
Considering that the channels through which the buyer can get in touch with our company are different (website, social, app, etc.) multichannel is the first step: the brand, in fact, is not present only in one channel but in many. However, these points of contact are not connected to each other: in multichannel, information is managed in silos, often with different suppliers, without a common database and an integrated experience for the user.
The meaning of omnichannel is to be found precisely
In these shortcomings to which a solution has been given. The omnichannel approach sees, in fact, the communication channels interconnected with each other and orchestrated with a coherent content strategy. In this way, the interested person can not only get in touch with the company through different channels, but also live the same experience on all touchpoints, without perceiving any interruption and ideally being able to start the action in one channel and finish it in another.
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Touchpoints and customer journey
Today, consumers are omnichannel by nature. Just think about how each of us makes our purchases. Let’s think about a hypothetical customer journey: we start exploring possible products that meet our needs on Google, then do a search on Amazon, go to the official website of the product we are interested in, view the social channels, then perhaps compare the price on other marketplaces, and decide only at the end if and where to make the purchase. This is an example path but there could be many others, different in type and number of channels, order of use of the individual channels and time duration.
With the advent of digital
The contact points in конкретная база данных по отраслям Ресурс which our potential customer could view the product, the famous touchpoints, have multiplied. Having the smartphone always in your pocket. Access to online channels becomes constant and immediate. As is expected to be the identification of the information needed to make the purchase decision.
Each consumer evaluates in his or her own time
In the place he or bab directory she prefers, in the channels he or she deems appropriate. Predicting the exact path and channels through. Which the user will find out about the product and make the purchase has proven to be very complicated. Precisely for this reason, it has become essential for companies. To apply an omnichannel strategy. So as to be present in a strong and coherent manner in any touchpoint. The user decides to learn about the brand.
PIM for an omnichannel customer experience
As demonstrated by a recent study conducted in 8 countries including Italy. 2 out of 3 consumers, faced with a negative product experience. Lose confidence in the brand to the point of stopping purchasing it. Poor, incorrect or inconsistent product information between the various touchpoints can concretely lead. To a failure to purchase not only immediately but also in the future. However, managing a multitude of continuously growing channels, with different specifications but with a harmonious story to be guaranteed to the user, is truly difficult for companies.
It therefore becomes essential to build a single source
Information from which to feed all the touchpoints. A PIM represents exactly this. Acronym for Product Information Management. A PIM software allows you to manage the entire product catalog in a single platform. Collecting information from different sources (external suppliers, marketing department. purchasing department, ERP, just to name a few). Then organizing and enriching it to form the product sheets. With a PIM, companies can manage and modify the information only once. Then declining it appropriately depending on the specifications of the individual communication channel to which it is sent.
In an intricate digital path
(which obviously does not exclude physical pit-stops) such as today’s. A PIM is truly a fundamental support and to offer prospects and customers an effective and consistent product experience at every touchpoint.
If you think your omnichannel strategy could use some support, let’s talk. We are experts in Product Information Management projects and partners of the two current market leaders: Pimcore and Akeneo PIM.
