Omnichannel ECommerce

Omni means all and thus Omnichannel Ecommerce means ECommerce through all channels. This means brick and mortar retail and online retail work as one. The Customer experience is the same at a retail outlet and online. And the customer can transact across all channels without any barriers.

“I want us to stop talking about digital and physical retail as if they’re two separate things. The customer doesn’t think of it that way, and we can’t either”

– Doug McMillon, CEO Walmart.

Many Retail businesses in India have not yet comprehended and adopted Multichannel ECommerce. Most retail chains believe that Multichannel Ecommerce is the same as Omnichannel Ecommerce.

Below examples will help differentiate between a Multichannel ECommerce and Omnichannel ECommerce approach.

Example 1: Customer Orders Online – Product Delivered From Store – Omnichannel ECommerce.

Customer Places Order Online. The delivery Pin Code is the same as one of the Physical stores of the organization.

  • What Happens in a Multi-Channel Organization:
    • The product delivery happens from the ecommerce warehouse.
  • What happens in an Omni-Channel Organization:
    • The system initiates product delivery from the nearest store which has stock.
  • Benefit to Customer:
    • Delight for earlier than expected delivery.
    • Confidence that the brand has a physical touch point nearby.
  • Benefit to Organization:
    • Logistics Cost Reduction
    • Opportunity to inform an Online Customer about the nearby store

Example 2 – Customer Places Order Online And Requests Pickup From A Specific Store.

  • What Happens in a Multi-Channel Organization:
    • May not have a process to execute such a request and will have to handle it as an exception
  • What happens in an Omni-Channel Organization:
    • If the store has stock it gets instruction to keep the product ready and packed by the Ecommerce System. If not, the system sends a stock transfer request to another store. The system communicates the collection date to the customer.
  • Benefit to Customer:
    • Customer Convenience.
    • Customer Delight.
  • Benefit to Organization:
    • Enhanced Brand Image
    • Customer Loyalty
    • Opportunity to allow the customer to experience more products during the visit

Example 3 – Customer Places Order online but wants to return it at a physical store.

  • What Happens in a Multi-Channel Organization:
    • Customer must return the product to the online warehouse and await refund.
  • What happens in an Omni-Channel Organization:
    • Returns accepted and customer asked to buy something else or else take a refund.
  • Benefit to Customer:
    • Customer Satisfaction.
    • Confidence in Brand.
  • Benefit to Organization:
    • Customer Retention
    • Reduced Returns
    • Opportunity to sell more

Example 4 – Customer buys from a store and asks for delivery in another city.

  • What Happens in a Multi-Channel Organization:
    • No system available to execute such a request.
  • What happens in an Omni-Channel Organization:
    • The Retail POS talks to the Ecommerce system and executes the request.
  • Benefit to Customer:
    • Need Fulfillment
    • Convenience
  • Benefit to Organization:
    • Happy customer
    • Demonstration of Organization capability

Example 5 – Customer Buys at a store and wants to return online.

  • What Happens in a Multi-Channel Organization:
    • No system available to execute such a request.
  • What happens in an Omni-Channel Organization:
    • The Ecommerce System checks with the POS and processes the reversal and refund.
  • Benefit to Customer:
    • Convenience
    • Customer confidence
    • customer satisfaction
  • Benefit to Organization:
    • Happy customer
    • Demonstration of Organization capability

Are You Ready For Omnichannel ECommerce?

Omnichannel is the next big thing in the retail business. Many retail brands in India have already implemented omnichannel. Technology has advanced, and Origin Consultants can help you go omnichannel. The question is, “Are you ready?”