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The omni-channel experience

In this activity, we will be looking at how and why consumers are utilising omni-channel purchasing more often.
The omni-channel experience
© RMIT University 2017

To consumers, the most important thing about omni-channel purchasing is an integrated interface where they can freely access their PC, mobile device and physical store to manage transaction processes. The omni-channel offers them a unified experience from the inception stage of product selection.

As an order is placed and on track to delivery, the customer becomes a part of the supply chain with visibility of where the order is, how far it has travelled, whether any changes have happened and how long it will take the item to be delivered or reach a pre-selected pick-up point.

Essentially, as both online and offline channels are integrated, the customer perceives the interaction not with the channel but with the brand. This is because similar products can be offered by different brands and suppliers. Thus, if customers face the dilemma of competitive pricing, the ultimate choice could come down to how much they have enjoyed the omni-channel experience offered by the competing brands.

To take the concept further, it’s well worth reading about examples of companies that have taken advantage of the opportunities accorded by omni-channels in the blogpost article ‘7 Inspiring Examples of Omni-Channel User Experience’ by Aaron Agius. It shows how top companies, such as Disney, Bank of America and Starbucks are using omni-channels.

Let’s discuss

What do you personally find most appealing about omni-channel retailing?
© RMIT University 2017
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Business Futures: Understanding Omni-channel Retailing and Supply Chains

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