At the origins
The last 20 years have seen profound structural changes in the retail sector. With the convergence of technologies, it was the very notion of the point of sale (POS) that was called into question: in the 1990s, we went from a simple single-channel business (the physical store) to a multi-channel business, with the emergence of the first e-commerce sites. The 2000s saw the proliferation of mobile e-commerce applications (WAP, JAVA) that deployed a form of user ubiquity, but still unrelated to the point of sale.
It is the cross channel that redistributes the cards at the end of the 2000s, with an integration of the available channels within the consumer's journey to make it more fluid (e. g. the appearance of clic&collect type services). However, this first level of integration is not perfect and still shows its seams.
In the meantime, the consumer has become hyper-connected, enjoying continuous access to the web, which has profoundly changed his behavior and status: from a simple customer, he has also become an actor, better informed, more experienced in navigation, able to post opinions and above all demanding a richer experience, such as access to personalized and relevant digital content.
Finally, the omnichannel, which appeared 6-7 years, allows a seamless overall customer experience between the different contact points and sales channels, the objective being to break down silos within sales channels and integrate them into a global process.
For brands, the transition to omnichannel is therefore a necessary step but also a technological and functional challenge: It is a question of attracting the customer's attention and generating loyalty with a better shopping experience, but also improving lifetime value, i.e. the income generated by the customer throughout his life cycle, and reducing the risks of lost sales. Today, the customer is very active on social networks and can quickly spread a bad image following a disappointing shopping experience. It must be countered upstream by offering a personalized, transversal experience, which cultivates the idea, in the end, of a true unified commerce. [...]
Read on here: https://www.viseo.com/en/emea/news/rethink-omnichannel-approach