The idea of having an ‘omnichannel’ retail business has been gathering pace exponentially over the past couple of years. Referring to a consumer’s journey across all shopping channels; such as email, phone, chat or in-store “going omnichannel” is something there has been much discussion about – should retailers do it or not?
Unfortunately it’s not retailers’ decision to make; it’s already been decided. Customers are already using multiple channels to take care of all their daily needs, including shopping and contacting brands. In research conducted for Zendesk recently it was revealed that globally, 67% of consumers admit to using more than one platform before deciding on a purchase. It’s a given that in today’s world, most, if not all of those customers will be using at least one social platform to share and communicate their experiences. And as smartphones become as essential to consumers’ pockets as wallets and drivers licenses they are increasingly being able to do all of it on-the-move. Read More