E-Commerce & Omnichannel
Customers today have a multitude of options available when it comes to interacting with a brand. The resulting customer journeys are characterized by the use of various online and offline channels, always depending on the individual needs and preferences of the customer.
The customer’s expectations towards companies regarding brand interactions as well as the constant ability to pursue one’s individual shopping behavior is clearly defined despite the use of different touchpoints: A gapless and cross-channel experience, individually adapted to individual needs and preferences, regardless of time and place.
Taking into account the new customer-driven developments, two relevant key issues can be identified in today's digital marketing and sales landscape, namely E-commerce & Omnichannel.
E-Commerce as a way out of the single-channel sales strategy
Customers want to be able to pursue their need for information and shopping possibilities at any time and at any place. This evolving environment, which is driven by digitalization, has pushed and in some cases forced many companies to break their traditional single-channel distribution strategies and open new digital distribution channels. The development of E-commerce platforms seems to be an adequate solution for many companies.
Challenges in the development and implementation of E-commerce strategy
However, the development and implementation of goal-oriented E-commerce strategies requires far more than deciding on a specific software provider and presenting a product portfolio in digital form on an E-commerce platform.
Processes and structures need to be reviewed. The E-commerce platform must offer a shopping experience tailored to the needs of the customer. Logistics and service departments need to be reoriented and, of course, marketing and communication departments must ensure that the E-commerce site is easily found on the internet. These and many other aspects must be considered and well thought out in the development and implementation of E-commerce strategies.
E-commerce also established in B2B business
The digital distribution channel E-Commerce is no longer an option for only B2C companies. Many B2B companies, including large international corporations, use their own E-commerce platforms and have thus jumped on the bandwagon of digitalization.
Successfully develop and implement E-commerce strategies together with Batten & Company
Batten & Company advises companies on the development of E-commerce strategies and offers support for the creation of bid invitations, the selection of software vendors as well as the central project and change management during the implementation stage.
Omnichannel as a logical conclusion of E-commerce strategies
Implementing E-commerce strategies as an additional channel of distribution inevitably requires companies to operate multiple channels of distribution, while providing their customers with a consistent brand experience across all channels. Looking at today's customer journeys illustrates that customers use countless on- and offline touchpoints throughout their decision-making process. Nevertheless, they expect a consistent brand experience, regardless of which path they choose along their journey. The acknowledgement of this development has brought the central topic of Omnichannels to the attention of many companies.
Omnichannel is a „must-have“
Viewing the issue of Omnichannels from the perspective of the customer, market and company shows that the Omnichannel is not a temporary trend in today's digital marketing and sales landscape. Rather, the approach must be seen and approached as a "must-have" in order to remain relevant to one’s customers and competitive in the market in the future.
Omnichannel strategies and related challenges
An Omnichannel strategy appears to be a logical conclusion for surviving in today's marketing and sales landscape.
However, the implementation of such an approach exceeds the mere selection of a software vendor and the realization of small structural adjustments. There are various challenges to consider and to overcome in the implementation of an Omnichannel strategy. Particular attention should be placed on customers as the central element of the Omnichannel strategy, as well as on the Omnichannel business goals, IT infrastructure and internal changes.
Successfully implement Omnichannel strategies with the workshop-based approach of Batten & Company
Batten & Company advises companies on the strategic conception and development of a target image as well as the development of specific applications for Omnichannel strategies. In the context of interactive workshops, we will focus on the following four key topics together:
- Customer & market perspective - What are the customer's expectations and how can they be met?
- Business perspective -How to ensure the achievement of the defined business goals?
- IT perspective - What systemic support is needed?
- Company perspective - What changes must be made within the company?
Work with Batten & Company to develop goal-oriented E-commerce and Omnichannel strategies
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