Omnichannel for All
We’re at the point where technology isn’t just offering new options for interacting with customers, it’s demanding new customer experience strategies.
A few years ago, we would’ve talked about how an email customer is different from a catalog customer. Today, marketers must recognize those are the same customers, and they’re also the ones you’re courting on social media, retargeting with display ads and greeting in your retail stores (if you have them).
It’s all one customer experience. That’s what “omnichannel” means.
And before you say that’s a retail problem and not mine, check out “The State of Omnichannel Marketing,” a kick-off for our latest research project. Not only is omnichannel important to marketers beyond retail, six industries think it’s even more important for their businesses than retailers do!
That’s the marketing world we live in. Too many marketers are still catching up to smartphones, while the consumer electronics industry is ready to move past them. In fact, I recently had a chat on “Tech Talk Face Off” with Rob Stott, editorial director of the consumer electronics trade publication Dealerscope, where we discussed “Is Augmented Reality the Platform of the Future?” The takeaways are too long to get into here, but you can watch the whole discussion on our website in the “Tech Talk” video channel.
Each new channel brings new opportunities and new risks — including the opportunity cost of spending a lot of effort on a new channel if it never takes off. But the risks are worth the rewards. The standards for a good customer experience today demand not just that you provide omnichannel access, but also novel experiences that make those customers want to come back for more.
AR and VR could be the next big things to let you do that. Are they catching on? How are marketers using them? Check out a few use cases from IKEA, KFC and Acura here.