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Omnichannel is an approach to marketing, selling, and serving customers in a way that creates integrated experiences, regardless of where, when, and what channels the customer is using. Integrating outstanding advantages, Omnichannel is quickly becoming a prominent trend in marketing and is trusted by many businesses to bring the most complete experience to customers.

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**Sustainable growth platform for retailers**

Speaking at the seminar "Omnichannel Playbook - Unifying Brand and Customer Experience" organized by the Omnichannel Alliance (including The Purpose Group, SmartOSC, ANTSOMI), Ms. Nguyen Thanh Giang - CEO of The Purpose Group shared that 2021 was an extremely difficult year for the business community, under the terrifying impact of the Covid-19 pandemic. In that context, the requirement for digital transformation became even more urgent to help businesses attract potential customers. Enabling Omnichannel to interact with customers at every touch point, from face-to-face to online and vice versa, is a practical and effective solution for businesses in the 4.0 technology revolution era.

According to the speakers at the conference, providing an Omnichannel experience is now a paramount requirement for competitiveness in the market and helps bring about sustainable growth for today's retailers. Omnichannel allows retailers to collect all the necessary information of customers as well as their shopping habits; By that, a business can sketch out the target customer portrait to build a more effective marketing strategy."

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In addition, information about purchase history also helps retailers to study the preferences and buying psychology of consumers (For example, which product do they often buy at store, or which product is the best-seller on online platforms, how much does the value of each offline and online order fluctuate, etc.). These are all valuable data points for retailers to adjust their business plans for the future.

Emphasizing the need to start Omnichannel from building and designing brands (Dynamic Branding), Mr. Nguyen Quang Trung - Founder and CEO of Nar8 said customers approach to brands today are more diverse and complex than ever. From the real world to the digital world, social networks and soon the metaverse, it is easy to see that the touch points have had a big change in both quantity and nature itself, requiring brands to adjust strategy, focusing on where and when customers spend the most time with your brand. Today's brand is no longer "static" as before, nor is it present on a single touch point (stores, shopping channels, etc.) but it becomes a thorough journey of experience.

Obviously, although Dynamic Branding creates a fresh look for the brand, it still does not lose core identity elements. This means that Dynamic Branding must meet three big criteria including: changeability, flexibility and energy. Another special feature of Dynamic Branding is the interference to connect online and offline experiences together. Everything customers see in the media, on an app....will be seen at other touch points (design, full experience...), thereby helping customers feel the comfort at each touch point they interact with. “In short, Dynamic Branding is about shifting thinking to a broader sense of brand design, which is to better understand the goals of the customer journey and create an experience throughout the journey that is feasible, innovative, and personalized/contextualized without losing sight of the brand story. All efforts are aimed at a unified customer experience of brand. With the drastic change of digital transformation and interaction on Omnichannel commerce, Dynamic Branding will be the right approach that businesses, B2C and D2C brands should apply" - Mr. Trung recommended

Nar8's CEO also noted that converting to Omnichannel commerce requires thinking, technology, and human resources... However, not only large enterprises have the conditions to convert; even small businesses have many opportunities, provided that the businesses have an open mindset to accept changes and are willing to welcome new things.. Once this mindset is achieved, it will become much easier and more effective to approach and accept technology and implement it into business.

Sharing the same point of view, Mr. Nguyen Gia Anh Vu - Director of Digital & Technology of Heineken said that today Omnichannel commerce has become an indispensable part of all business strategies of small, medium, and large corporations stemming from three key factors: consumer buying behavior changes too quickly, technology and digital transformation help reshape consumer shopping behaviors and environments, shopping is no longer a story between online or offline but a combination of O2O (online to offline) and all touch points throughout the consumer's shopping journey."

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Especially in the past 2 years, the pressure of the Covid-19 pandemic has pushed sellers to quickly find solutions to help their businesses overcome the crisis, making Omnichannel become one of the first priorities. However, in order to successfully invest and develop Omnichannel, Mr. Vu noted that businesses must understand the customer experience and the brand experience by understanding the touch points throughout the consumer's shopping journey. Another requirement is that businesses develop the product category with Omnichannel, through customer orientation at touch points as well as throughout the online and offline process. Addressing the touch points will help increase the list of users, increase the value of the shopping cart, increase the frequency of purchase, increase customer loyalty while at the same time help businesses sell more goods at a better, competitive price. 

In addition, to successfully develop Omnichannel, businesses must also focus on optimizing costs. This goal requires a professional team, operating under the principle of putting the consumer at the center of all solutions. By focusing on consumers, it will help businesses understand which new factors bring the best convenience and value to consumers, so that they can invest in an effective response instead of staging a costly one. In particular, businesses must optimize delivery costs and logistics costs, thereby both optimizing operating costs and increasing the competitiveness of products, retaining traditional customers as well as attracting more new customers.

**Accompanying businesses to establish and develop Omnichannel**

At the seminar ""Omnichannel Playbook - Unifying Brand and Customer Experience", the Omnichannel alliance has introduced to retail businesses ""BEUP 2022" - a powerful toolkit to help brands convert and activate Omnichannel effectively, making the most of the brand's solutions and resources to deliver a seamless customer experience, including: Dynamic Branding - Flexible brand promotion throughout customer journeys; Extensive Digital Commerce - Expanded digital commerce ecosystem to reach customers from E-commerce to Social commerce and O2O; Unified single view of customer - Unify all customer data from many different sources; Performance Marketing Cross Funnel - from the first step to the last step in the buying journey.

Moreover, towards a shared goal of supporting businesses to establish and develop Omnichannel, the Omnichannel Alliance has summarized the experience and valuable information during the 3-year journey of Omnichannel 2019, 2020 and 2021 to create the Omnichannel Playbook. The playbook provides a comprehensive view from the following aspects of brand and business, data, technology through a complete process with the following key steps: assessment, customer segmentation, strategic planning, action implementation, results measurement, reviews, and lessons learned. "The goal of the annual Omnichannel Playbook event for the past 3 years is to accompany businesses and offer many practical solutions that are effective in digital transformation, thereby helping businesses achieve the best business result. The knowledge shared by international partners and successful examples in domestic and regional markets will help businesses understand more clearly global trade trends and be more confident when applying intergrated cross-channel commerce."" - emphasized Ms. Nguyen Thanh Giang.

**Mr. Eddie Teng - Head of Digital Business of ASUS Singapore**

"At ASUS, we design and create personal computers that are loved and used by general users, content creators, gamers, and even professionals. We are always on the search for the extraordinary, including providing the best shopping experience for our customers because we understand that today's consumers are not just shopping through single or multi-channel mediums, but they are in fact Omnichannel consumers.

Customers first know about our products through advertising channels, then they will visit the website to see product reviews. They will also go to offline stores to see and experience the products themselves, but they may trade or purchase at ASUS' online store. This is an important key that we see as crucial to delivering customer-centric values. Omnichannel strategy is how we meet the needs of these customers."

**Mr. Do Van Tuan - Chairman of Kids Plaza**

"At Kids Plaza, thanks to the focus on personalizing the experience through Omnichannel - multi-touch-points the stores have achieved good results even during the time affected by the Covid-19 epidemic.

Accordingly, we have shaped and created an interactive journey with customers across channels. Based on the ability to analyze data, Kids Plaza divides consumers into groups with different characteristics, thereby designing and transmitting personalized messages such as promotions, information about specific products, cart reminder, call back to the website, etc."

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Source: https://vccinews.vn/news/40560/chi-loi-cho-doanh-nghiep-ung-dung-thuong-mai-da-kenh-hieu-qua-trong-boi-canh-hau-covid-19.html?zarsrc=30&utm_source=zalo&utm_medium=zalo&utm_campaign=zalo

Road to apply Omnichannel effectively in a post-Covid-19 context

Road to apply Omnichannel effectively in a post-Covid-19 context

CategoryOmnichannelAuthorMỹ Châu (Vietnam Business Forum)

Category
Omnichannel
Author
Mỹ Châu (Vietnam Business Forum)