“Building an omnichannel-oriented brand identity, capable of creating personalized online and offline experiences.”
DESCRIPTION
Omnichannelality
Omnichannel is nothing more than the management of the various touch points and channels of interaction between company and customer to optimize the customer experience. Contact points are the assets available to the company to build a relationship throughout the buying process (advertising, pre-sales, payment and post-sales). They can be physical (retail, call center) or online (social media, mobile app, e-commerce site). The integrated management of these contact points is the basis of an omnichannel strategy. Omnichannel not only puts the consumer at the center, but provides for an interconnected system between all contact points. There is, therefore, a transfer of data between the different channels and coherent content strategies. In this way, it is possible for the user to start an activity on one channel and continue it on another, without having to start all over again.
WHO
Short-term results
This strategy is aimed at companies that do not have a focus on short-term results (mainly on generating leads and conversions to increase sales) that leads them to concentrate on the product and its price, instead they try to look at a long-term perspective. It is precisely for the latter that it is important to have an omnichannel approach that truly puts the customer at the center.
WHAT
Data collection
The data collected must be somehow 'activated', i.e. used by the various business functions for communication, marketing, sales and other initiatives. More specifically, once collected and analyzed, customer data can be used to define rules that activate specific actions on specific targets.
HOW
Omnichannel Customer Experience Management
Data, in an Omnichannel Customer Experience Management process, can be managed in different phases. In such a process, it is essential to have technologies capable of supporting and processing this ever-increasing amount of data quickly (if not real-time) and accurately. For example CRM is an essential tool for managing and maintaining customer relationships; it necessarily involves the processing of personal data.
WHY:
Data-driven
This model can be defined as 'data-driven', because it is precisely from the exploitation of data, its collection, analysis and processing that it is possible to build loyalty and intercept the consumer in a coherent and personalized manner at all stages of purchase.
