Over the past decade, omnichannel commerce has revolutionized the retail world. For both physical points of sale and online platforms. Initially seen as just another way to differentiate and better serve the consumer, omnichannel has become a central element of corporate business strategies. While one might think that everything has been put in place in this area, we have to admit that the challenges remain, but above all, that they are being renewed. In fact, omnichannel is in permanent project mode!
Responding to consumers who want more and more choice
An omnichannel brand is first and foremost a brand that responds to the need for coherence between all its points of contact with the consumer. Retailers, be they distribution giants or medium-sized companies, have understood the importance of this integration to stand out in an ultra-competitive market. Digital transformation, accelerated by the COVID-19 pandemic, has highlighted the importance of a seamless, integrated customer experience across channels, driving companies to constantly innovate the way they interact with their consumers.
Decathlon is one of our most notable success stories. The brand deploys a formidable and robust omnichannel approach. Over the years, the company has enriched its customer journeys both in-store and online, offering a seamless experience from online stock consultation to in-store purchase and collection. Today, this ability to integrate different sales and customer communication channels is essential to meet the needs of increasingly well-informed, impatient and demanding consumers.
Develop the ability to constantly integrate new practices
In terms of IT management, omnichannelity poses considerable challenges, particularly when it comes to data centralization. Real-time access to unified stock information, for example, has become a crucial issue, with, in particular, the development of "Ship from Store". This solution enables retailers to ship Web orders from their store network, thus reducing costs and delivery times. Order Management Systems (OMS) are at the heart of this strategy, unifying inventories and managing orders optimally to respond instantly to customer demand.
New channels are also emerging, such as Social Selling. Initially timid, this channel is now recognized for its importance. Social networks are becoming a privileged place to engage consumers, especially younger ones, through live shopping campaigns and integrated purchase functionalities on platforms such as Instagram and Facebook. This development marks a transition towards more interactive and immediate commerce, which needs to be integrated into brands' omnichannel strategies.
Promising technological prospects
To remain relevant, companies must constantly adjust and optimize their systems. The adoption of cloud computing technologies and the opening up of information systems via APIs facilitate the integration of the various omnichannel components. Open and composable architectures, offering flexibility and adaptability, are essential for responding rapidly to changing consumer behavior and market conditions.
These technological advances are also paving the way for artificial intelligence (AI), which is poised to transform online commerce. With the emergence of sophisticated, personalized chatbots, AI is leveraging machine learning to deliver more natural, personalized interactions. Unlike earlier generations of chatbots, these new tools can learn and adapt, providing relevant responses and anticipating consumer needs. They can assist customers in their purchasing journey, answer complex questions and even offer recommendations based on individual preferences.
The future of omnichannel lies in the even greater integration of different channels and technologies. The data generated by customer interactions offers ever greater opportunities to personalize the experience and anticipate future needs.
Ten years after the first initiatives, omnichannel remains, more than ever, a hot topic. Companies that continue to invest and innovate in this direction are not just following trends, they are actively participating in the redefinition of the consumer experience.
Eric Costechareyre
Manager Wide Lyon
