User:RYAN QLAI/sandbox

= Omnichannel =

Retail
The emergence of digital technologies, social media and mobile devices has led to the significant changes in the retail environment and provide opportunities for the retailers to redesign the marketing strategies. Nowadays, customers tend to looking for information in the physical store and at the same time they getting more information from their mobile devices for offers and better prices possibly.

Omni-channel Vs. Multichannel
Omni-channel retailing is an expansion development of multi-channel retailing, which contains more channels compared to the latter. The major change between two theories is the level of integration, where the multi-channel is usually identified as a non-integrated way to approach to customers ; while the coherent and absolute integration is required for omni-channel. More and more retailers have realized the opportunities and advantages to integrate multi-channels by adapting omni-channel approach. A crucial development is the innate boundaries between diverse channels are tend to vanish through an integrated manner. The old obstacles like geographic limits will be broke down with the adding of new channels. The traditional methods of mass advertising are integrated with emerging interactive channels. Omni-channel concept not only extending the range of channels, but also incorporating the need of communications and interactions between customer, brand and retailer.

1. Provide seamless experience
In the omni-channel world, the display advertising, search energy, social media, referral websites, e-mail and mobile marketing can be considered as the independent channels within the digital intermediate due to those methods can all promote one-way or two-way communication. The retailers should find ways to integrate the online and offline channels and evade segregated campaigns. Therefore, no matter how the shoppers swap across channels and devices, the use of various channels and touchpoints are able to be consistent, concurrent and compatible.

2. Analysis and understand customer behaviours
When adapting the omni-channel concept, customer behaviours need to be fully understand by the retailers. Especially the elements that might truly drive the customers to make purchase decision; and customer’s paths to purchase, which related to their lifestyle, time committed to the purchase and the distance to the retail store. Based on the customer behaviours, retailers could provide targeted incentives through digital and mobile promotions.

Omini-channel retailing practices
Omni-channel is all about the continuous extension of customer experience. A simply example is that the design of the website should remain consistent with the mobile app and should match the physical store presence.

John Lewis - the pioneer of omni-channel retailing in UK
Shoppers can shop John Lewis the same way through in-store, website, mobile app and telephone. Regardless of customers’ locations and time, the order can either delivered to the address directly, collect at the store, or collect from one of the many John Lewis partners. To do this John Lewis is trying to meet the growing demand of customers want to match their lifestyle with the shopping experiences.

Vodafone – the practice of cross-channels interactions
Vodafone developed mobile apps which are specifically for the interactions with audiences during the TV shows. The interactive channels have integrated advertising messages which extend the scope to reach the customers.