The biggies of Retail are embracing the Omni Channel opportunity by investing in capabilities to deliver it. Popular cases of successful retailers adopting Omni channel to deliver superior Customer experience are listed below
- Marks & Spencer’s have launched a mobile app which allows mobile to be used for making payments, similarly Wal-Mart has developed an app call Scan & Go where customers can use their smartphones to read barcodes on products in their shopping carts and check themselves out using self-service registers
- Macys have doubled the number of stores being used as Fulfilment centers for Online orders
- John Lewis has successfully adopted a Click and Collect policy which allows customers to make purchases online and collect from stores
- Wal-Mart is testing its pilot strategy to adopt Crowd sourcing where shoppers at stores are allowed to deliver Online orders on their way home if it’s on the same route for an exchange of discount
- Tesco has implemented a Geek squad from Best buy in its Electronics department to help customers know about the products and helping them decide on purchase
- Amazon is placing delivery lockers by partnering with Brick and mortar retailers like Staples, RadioShack and 7-Eleven
With customer experience gaining in importance each day this is a pivotal time for retailers. The success of Omni channel customer experience will largely depend on how technology is leveraged to have connected interactions, connecting siloed data sources and managing cross channel integration of retail systems. As retailers replace outdated brick-and-mortar and e-commerce systems, those who see the opportunity to connect customers through integrated cross-channel business applications and processes will be deemed the winners.