Omnichannel: the ideal strategy to maintain customer relationships

The continuous development of new technologies that have emerged in the market has undoubtedly contributed to the complete shift in the relationship between customers and merchants.

Merchants have had to adapt to their customers’ new lifestyles and implement different channels to stay in contact with them: integrated sales and communication channels that are interconnected to each other and provide a top-level experience for the customer, which allows their purchase process to start in one channel and end in a different one. In other words, it is the ability to work with different channels in an integrated and synchronized manner. This process is known as omnichanneling.

Modern-day customers are hyperconnected, like to be informed, constantly interact with others, and seek new experiences. For those reasons, the omnichannel strategy is customer-centric and makes the customer the focus of the business’ efforts.

Some of the advantages that an omnichannel strategy can provide for merchants include:

Expanding your customer network without investing in another physical store
Taking into account that some customers will want to shop in person, others will want to make their purchases over the phone, and others will prefer to make their transactions electronically. The market has changed, which is why it is necessary to cater to those customers who do not want to shop in the traditional, face-to-face way. The merchant must consider this and should have the capability to perform digital transactions in a secure way.

Providing the customer with different options on how to access the store and make their purchases through different payment channels.

Accessibility that allows customers to shop at any given time without time or distance limitations

Savings in operating costs

Improving customer satisfaction by offering more options. It is worth mentioning that this satisfaction can translate into recommendations about the business to other people.

And above all, sales growth

So, what do merchants need to do to adopt this omnichannel approach?

Internet access in your business. Your store channels could include email management, social media interaction, and access to a website that has updated information on your products and is connected to an e-commerce platform or point of sale, among others.

The ability to process electronic payments. Providing customers with the option to pay digitally.

In short, today’s customers are very well informed and more demanding, so they seek the businesses that offer them the most convenient channels, not only to satisfy their needs but also to be able to move from one channel to another when making repeat purchases based on their shopping experience. For example, a customer may have initially visited the store in person, but after experiencing it, they may now prefer to make the rest of their purchases electronically. This is why merchants must provide the best possible shopping experience in order to maintain a long-lasting relationship with their customers.

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By: Brenda Agosto, Senior Public Relations Officer of Evertec