Page 12 - AeM_October_2022

BEST PRACTICES & STRATEGIES

How to choose the right omnichannel

solution

Omnichannel trade is developing just as rapidly that it can be seamlessly connected to existing
as service solutions: click & collect, click & tools and no manual programming is required? On
reserve or ship-from-store are springing up like the one hand, the omnichannel solution must close
mushrooms and giving retailers hope for great the gap between the online shop and stationary
trade and, on the other hand, it must not cause any
sales success. But what sounds good at first additional work. Because omnichannel trade not
often harbors unpleasant surprises. only means more convenience for the customer,
but ideally also for the retailer.
According to Ralf Haberich, an expert in digital busi-
ness and CEO of the Shopgate Group, choosing the • Can the omnichannel system go live quickly?
right omnichannel solution is not that difficult if you ask Now this depends on various factors, such as
the right questions and have a little patience. Above all, whether ready-made interfaces are available, the
aspects such as flexible integration, scalability and user software solutions are modular and how high the
-friendliness play a decisive role. With the right ques- individual programming effort is. Retailers should
tions at hand, retailers will find a solution that does not therefore definitely clarify in advance how the om-
nichannel solution will be implemented. The best
cause any nasty surprises, but above all ensures one way to do this is to ask the providers for documen-
thing, namely a holistic omnichannel experience that tation in which the process of such an implementa-
inspires customers and retailers alike. tion is recorded. The best solution allows you to
jump right in, try out features, tweak them as need-
Before answering the following system selection ques- ed, and compare the immediate impact.
tions, ask yourself if the omnichannel system can grow
with you and if it will meet your current and future tech- • What resources does an omnichannel solution
nical needs: require? Dealers should clarify all resource re-
quirements as part of the selection process. It
• Can the omnichannel solution be integrated? doesn't help if you have reserved all resources for
Does the solution have interfaces to shop systems the first steps of system integration, but then have
such as Magento, Shopware, Salesforce, etc., so to resort to other – unplanned – resources and risk

12 October 2022: Customer Journey & Experience Marketing