1. OVER - PROMISE
The single biggest, and most common, omnichannel mistake that companies make is over-promising. Businesses are so eager to deliver an omnichannel customer experience that they prematurely claim to have actually reached this level of service and support. This is really the worst possible outcome. It is much better for businesses to recognize their limitations and be upfront with customers than to make promises they can't deliver, as that only leads to disappointment and resentment. In a true omnichannel environment, customers should be able to smoothly transition from one medium to another without the need to repeat themselves. Any company that is able to deliver omnichannel from a shopping perspective needs to make sure that this same fluidity is available via ALL customer engagement channels. (Hubspot) Furthermore, it's easy for brands to underestimate today’s customers. Empowered and fluent in a variety of technologies, today’s customer is more interactive, collaborative, knowledgeable, and time-sensitive than ever before. Make sure ALL your channels can match your ever-demanding customer’s needs. (Moz)
2. CAPTURE THE WRONG DATA
Having all of the numbers and statistics at your fingertips is one thing, but actually using the data effectively is a completely different exercise . Data provides the foundation for which the omnichannel strategies are built and helps tell the complete story of the consumer journey, from who the consumer is to how they engage with the retailer, and what their preferences are. Mobile Marketing Watch suggests that by properly capturing and analyzing consumer and business data, brands are able to develop omnichannel strategies that are appropriately targeted to the needs and wants of their core segments. Use the data to predict where the consumer is going to be, how he or she will be buying, and how you can reach him or her in that setting – and at the right time. Use the data to stay ahead of the curve and to not only execute on a one-time basis, but also to duplicate the data in a way that allows you to repeat the successes and avoid the mistakes.
3. IGNORE THE HOLISTIC APPROACH
Businesses can gain far greater information regarding their customers when they have a clear view of how consumers move through an omnichannel environment. It sounds simple enough in theory, but maintaining consistency across various shopping channels is an ongoing challenge for today’s omnichannel marketers. To overcome this challenge, take a holistic viewpoint on all marketing, advertising, sales, and even product return activities. The overarching goal should be for the customer to feel like she’s shopping at the same store and being treated the same way – whether it’s online or offline.
1. PROVIDE ENGAGING VISUAL EXPERIENCES
Omnichannel is all about blurring the lines between the digital shopping experience and the in-store shopping experience. The more you can do to bring your products and content to life online and on mobile, the better. This means video content, functional and pleasing visual merchandising, and even leveraging new technologies like virtual reality to create dynamic and engaging experiences that make your customers feel like they’re right there holding your products in their hands.
2. EMBRACE PERSONALISATION
It's difficult to deploy an effective omnichannel strategy without new technologies to gather and analyze real-time data. The goal is to mine the accumulated shopper insights. Armed with this information, brands can develop a personalized shopping experience for customers. Having all the information about the customer, preferences, real and historic use and purchases, customer service and historic interactions through all the channels is needed to offer the right product at the right time in the right context. It's all about personalisation and proactive engagement. Over time, personalisation allows you to make the relationship with your customers more intimate as the relationship matures, and you gather more data on habits and preferences. (Bizcommunity)
3. STRUCTURE YOUR MARKETING ORGANISATION AROUND THE CUSTOMER JOURNEY
Many marketing organizations are not structured to be able to listen and quickly respond to individual consumers. Instead, marketing functions often operate in separate silos with people dedicated to specific marketing channels, like mobile, paid advertising, or email. But this is not how customers should see your brand—as separate touch-points. By organizing teams around the consumer, you can listen and respond across all channels in a way that is more congruent with the actual customer experience. That way, the conversation remains fluid as your customer moves throughout their journey.