Omnichannel leadership: optimizing the link between web and store visits

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By Margot Bonhomme, Marketing Manager @Botfuel

November 09, 2020

Goodbye siloed multichannel strategies, marketers now need to intertwine each channel and make them work together. And for a good reason: customers now use them successively or simultaneously. Brands must therefore create a real synergy between their different points of contact if they want to be able to offer the best shopping experience. To do so, they rely on continuous interaction and permanent exchange with the customer.

Optimizing the customer experience

Consumer habits are changing. From mass commerce to more ethical commerce, from physical stores to online via drive-to-store, consumers have evolved over the past ten years. The COVID-19 and ensuing lockdown have accelerated those changes, heralding the boom in e-commerce. Shopping anytime, anywhere and on increasingly mobile media: e-shoppers have chosen their battle. Brands must therefore consider these changes and act on this phenomenon by offering experiences that meet these expectations.

Companies must choose a cross-channel approach to multiply points of contact and capitalize on their commercial channels’ complementarity. 45% of transactions are cross-device. 78% of shoppers inquire online before buying in-store.

For Julien le Bescond, Digital Marketing Director at Fnac-Darty, “The Internet has become a companion, a natural assistant in the purchasing process”.

Each channel has its advantages. Each fits into the overall brand strategy. It is therefore necessary to create an omnichannel digital experience, relying on the strength of the stores, namely the salespeople. Developing an automatic online sales force inspired by your best salespeople will allow you to improve your customer experience and better advise - and therefore better convert.

Making the most of offline

In-store, each customer is unique. Why would this change online? Each user looks for different products, for different reasons, and at different price points. In-store, the sales associate will adapt his recommendations to each individual. Online, the experience should be the same. This is why it is important to take advantage of the offline experience and transpose it online.

The products and/or services are shown according to the purchase intentions of each. Instead of presenting products based on their functionality, they are presented according to their advantages and benefits of use.

Context and people are the major assets of physical stores. They are sorely lacking in e-commerce. It is time to change that.

Take the best of online

54% of French people believe that buying in e-commerce is more convenient than buying in-store. Why? Faster, more available, more practical…

E-commerce is an essential showcase for marketers. A showcase for their brand, their strategy, and their store.

Indeed, digital marketing targeted at internet users for e-commerce stores is common. Digital marketing for both online and physical stores is less so. And yet, it is possible to use it to generate traffic at the physical point of sale. This is the feat achieved by Fnac-Darty.

The brand worked with Google to deploy its omnichannel strategy and control its shopping experience. They took the best of the web and made it available to their in-store salespeople. Thanks to tablets, they have access to the entire Fnac-Darty web environment and provide the best possible assistance to customers. “Nothing is more frustrating for a customer than going to a store and realizing that everything available on Fnac.com or Darty.com is not available in store." Explains Alexandre Viros, marketing and e-commerce director of the Fnac-Darty group.

They have also re-created the link between physical and digital thanks to new delivery methods. They rely on their store networks to offer their customers the choice of delivery method that suits them the most: click & collect, delivery by courier in 2 hours, Fnac/Darty cross corners etc…

At Fnac-Darty, the key lies in a seamless omnichannel customer experience, focused mainly on digital. And it works. The companies with strong multichannel activity have focused their efforts online.


Offering an omnichannel experience is optimizing the customer experience and facilitating the purchasing journey by offering complementarity between physical points of sale and digital contact points. And for this, one channel is starting to stand out: mobile

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