Advances in technology seem to occur at breakneck speed. The numerous new technologies can be confusing to many retailers, especially those who have been traditional brick-and-mortar operations. Some of them fail to see the importance of offering customers a shopping experience that spans all of the different channels that are currently available. Too often, the lack of technology becomes a major weakness in their operations, while their competitors who embrace the new advances gain an increasing share of the market.
The phrase "omni-channel experience" is one that has become popular in recent years. In the context in which it is commonly used, the phrase describes a unified shopping experience that encompasses a variety of technological tools. Although it has not been too many years since having a website with a shopping cart and payment gateway was considered "high-tech," that is no longer enough. Today's customers want to be able to access a site from their smart devices, which means that they want to use their tablets and smartphones as well as their laptops.
However, customers want much more than just a responsive website. They want in-store kiosks, marketing campaigns that are personalized just for them and merchants who can anticipate their needs. They want the convenience of shopping online merged with the immediate gratification of making an in-store purchase.
Furthermore -- and perhaps most importantly -- customers want everything consistent and seamlessly integrated. They do not want to be made aware that there are different channels involved in their shopping experience. As far as they are concerned, no matter how they access information or make a purchase, everything is related to the merchant -- meaning that retailers who do not provide a true omni-channel experience risk alienating customers.
Some issues, such as responsive websites and mobile access, have already been discussed in terms of providing customers with an omni-channel experience. However, modern technology has much to offer merchants in terms of marketing strategies, store design and building a loyal customer base.
Adaptation is critical to the survival of any species in the wild. It is no less important for retailers. New technology must be harnessed and applied to be competitive in today's global economy.