Retailers agree: you must have a consistent offer!
Those retailers questioned are convinced that omnichannel only works when all sales channels are seamlessly merged. Only then can the customer receive the same product offering at the same price, regardless of whether they stand in the brick and mortar shop, browse on their PC or make use of mobile shopping apps. Marketing and customer loyalty programs must also operate identically across the channels. However: even if retailers have recognized these challenges, implementation still continues to pose problems. Payment systems which function across all channels or the ability to return online ordered products in the retail store are often simply not addressed.
...we investigate the question of which prerequisites define an effective omnichannel strategy. The following areas have been considered:
- Payment Services
- Price and Product Offering
- Customer Service