Omni-channel as a concept

Omni-channel as a concept

1. Defining the situation

   • Omni-channel is the use of all possible channels to enhance the customer experience and its not a one way street (Retail Systems Research,2012)
   • Whilst UK Supermarkets have a physical and digital presence, they struggle to be unified and innovative in the way they serve the customer on these channels (Sealey, 2012)
   • Sealey 2012, Web and Store model

2. The way forward

   • 3 stages to changing your business to omni-channel: Shift the mental model, set a new aspiration for the business and adapt the organisation (Niemeier, 2013)
   • Retailers need to embrace and embed technology into every format
   • Need to use technology to enhance experience on all channels

3. Changing envrionment

   • Shoppers want convenience, speed and choice. They want to shop anytime, anywhere and on any device (Valentine, 2013)
   • Now a 360 degree and 24/7 experience
   • Store now a showroom and web and mobile the info sources and communication platform
   • Customer centric environment

4. An omni-channel focus

   • Sealy 2012-What do our customers want from us and how do we best deliver across channels
   • Sealey 2012 says you need to leverage the right technology, redesign the customer journey across all channels, employ the right people, transform at the right pace and time and redesign physical operations.
   • Organisations need to be customer centric, digitally fluent and super agile (Niemeier et al, 2013)