Omnichannel Retailing
Retail concept where all sales and communication channels are connected so customers experience a single continuous journey.
Also known as: Omnichannel Commerce, All Channel Retail
Omnichannel retailing is a retail concept in which all sales and communication channels are connected so customers experience a single continuous journey. An order can start online and be picked up in store, a return can happen in a shop, advice can flow through chat, phone or in person, and every channel shares the same customer data.
What sets it apart from multi channel
In multi channel setups, channels run in parallel but are not fully linked. Omnichannel goes further and integrates ordering, payment, stock, service and communication. Customers should feel no difference between online and offline and should be able to switch channels at any time without losing information.
Which foundations it needs
The foundation is a central view of customer data, stock and orders, often through a platform such as an order management system or a customer data platform. Staff in stores and in service need access to the same information as the online shop. Without this infrastructure breaks emerge quickly that destroy the promise of a seamless customer journey.
Relevance to the JD Media Suite
JD Mail and JD Partner support omnichannel concepts mainly on the communication side, for example when online and offline buyers are addressed jointly through email campaigns. Lists from online shops and in store sales can feed into one communication strategy, provided the master data is cleanly merged.