Why Digital Customer Experience Is Driving The Shift From Multichannel To Omnichannel
In 1955, milkshake salesman Ray Kroc entered into a partnership with a small California hamburger restaurant named McDonald’s. Over the next few decades, the golden arches would experience an almost unprecedented rise that would shift the landscape of the entire food service industry. What often goes overlooked when discussing the historical significance of McDonald’s, though, is that apart from their streamlined business model, a key driver of growth was the integrated approach to the customer experience.
The consistency of McDonald’s messaging allowed them to reach and retain a diverse set of customers. This variety of high-quality consumer communication increased brand loyalty and created opportunities for long term revenue growth. In the not-too-distant-past, sales and marketing professionals looking to emulate the success of a McDonald’s-type organization would refer to this as a “multichannel” marketing strategy. This multichannel strategy involved the simultaneous deployment of messages and offers across a tiered system of channels. The approach, however, is flawed as it lacks a critical cohesiveness.
An omnichannel marketing strategy, on the other hand, is an integrated cross-channel communication strategy that leverages the dispersion of platforms and screens to create powerful and targeted impressions. Omnichannel marketing takes an IOT-like approach to marketing by combining data and analysis with real-time updates and messaging. This omnichannel approach is much better suited for today’s rapidly shifting technological environment.
The rewards of a highly optimized customer onboarding, payment, and appreciation process can be tremendous. The Starbucks app, for example, currently has 18.9 million users in the U.S. and allows customers to place their order, pay before they even enter a store, and collect reward points. Mobile technology is allowing this coffee retailer to drive in-store sales and reduce bottle necks.
The next evolution in the digital customer experience strategy is the linking of digital displays and communications. Digital signage is quickly replacing the static variety because it offers organizations such as retailers the opportunity to engage and interact with customers on an entirely new level. Due to digital displays doubling as smart solutions, they can do so much more than project menu boards! By utilizing the proper software, businesses are able to display optimized content, creating a better customer experience, while offering retailers additional advertising opportunities.
One exciting digital communications asset available today is multi-screen displays. Dozens of different displays can be synced together to promote attention-grabbing content. VOX Cinema recently completed a refurbishment of its theatres that was designed to create a compelling and integrated digital customer experience. The new VOX cinemas also make use of Bluetooth, Wi-Fi, and social media to make customers a part of the conversation, with a dedicated six-screen video wall displaying live feeds from Twitter, Facebook, and Instagram.
Dubai’s City Centre-Deira location synchronized over 135 separate screens to create a world class environment for its customers. Maple Leaf Sports and Entertainment uses Omnivex Moxie digital communications platform to create an immersive fan experience, by connecting hundreds of screens throughout their flagship Air Canada Centre, home of the Toronto Maple Leafs and Toronto Raptors.
This Digital Customer Experience can make quantifiable differences in a company’s P&L as well. Capgemini research found that on average, over 80% of consumers are willing to pay more for a better experience. The same study also found that 1 in 5 customers stopped purchasing after a poor experience. Businesses not employing an omnichannel marketing strategy are not only missing out on potential revenue, they are potentially turning away customers for life.
With better and easier access to pricing information and quality reports than ever before, consumers today are exceedingly savvy. This means that competitive businesses must utilize all the tools at their disposal to make the customer experience a seamless thing of beauty.