Omnichannel is slowly becoming a market standard in the e-commerce industry. What is its central idea and, at the same time, something that customers expect? Consistent presence in all channels and at all points of contact between the customer and the brand. As the SearchNode report shows, more than 75% of e-commerce industry leaders are expecting improved analytics and access to data in the coming year. Furthermore, as many as 55% say they are going to focus on improving marketing automation, but only 17% intend to implement automation in this area.
One of our clients from the telecommunications industry asked us to design a multi-channel e-commerce environment to support their B2B and B2C processes. Due to a large proportion of mobile users among the visitors to the client’s website, we focused heavily on the mobile aspects. We relied on consistent and responsive e-commerce processes, making it possible to manage the company’s wide portfolio of services while providing a first-class user experience and access to reliable infrastructure. The next stage was to design and implement B2C and B2B processes by introducing:
- mobile voice
- mobile data,
- fixed broadband,
- knowledge base.
- sales and customer service console (for consultants and sales representatives).
All of the above elements were delivered based on the SAP C4 HANA (Hybris) platform.
The importance of omnichannel for the modern customer
Designing and implementing the omnichannel e-commerce environment allowed us to ensure the highest level of sales and customer service.
Since implementing this software, our client has seen a 300% increase in online sales, which has also been driven by improved product availability and visibility. Using a strategic combination of multiple channels such as web, mobile and POS, customer satisfaction with the level of service increased significantly, which in turn increased competitive advantage.
As you can see, a well-chosen innovative e-commerce platform is undoubtedly the most important element in running an online store. Today’s customers expect to be able to make a purchase through various channels as well as expect problem-free service, also when it comes to exchanging or returning purchased products. This is confirmed, for example, by a survey conducted by GfK Polonia, according to which as many as 96% of respondents admit that they would like to be able to return goods purchased online in a brick-and-mortar store. The introduction of innovations enables not only efficient shopping and return processes, but most of all it makes the customers more likely to return to the store, and thus increases the level of sales and the generated profits.