The Customer is the Driver of the Omni-Channel World

The Robin Report recently published an interesting article about the face of today’s omni-channel customer. Some of the interesting observations include: 

  • Experience and Possession. She is interested in the experience of shopping and possession. While hardly oblivious to price, price is only one ingredient in what adds up to a satisfying retail experience. Quality, brand, value—and a pleasing and even entertaining path to purchase are what are important to her.

  • Shrinking Store Visits. For the omni-shopper, the path to purchase leads more and more to the stores on Main Street and in the mall—the venues that continue to provide her with the experience she wants. The thing is, that list of stores is dwindling. The more she shops online, the more the omni-shopper narrows her choice of stores to visit.

  • Loyalty versus Commitment. Two years ago, the great fear stalking the corridors of retail was showrooming: the prospect of frictionless shopping on the Internet driving prices down as far as they could go, with stores serving simply as test-drive facilities. Something like the opposite has happened. Ecommerce is not a race to the bottom. While some goods and services (the latter, in some cases, of necessity: think of digital music) are taking share online, both by category and in bulk, the store continues to attract consumers for service, for socializing and, perhaps most surprising, for inventory. 

  • She Wants it Now. Retailers can thrive only by concentrating on the omni-shopper herself and the way she uses channels, devices, technology and indeed her own savvy as means to an end— in short, the path to purchase ending in a satisfying experience, as much as the purchase itself in a box with a receipt. This also is the way to obtain her commitment—a commitment based on trust to deliver merchandise swiftly, safely and in a digital and physical environment that the consumer finds welcoming. 

You can read the complete article here.