Funny reminder - today Google or Blogger reminded me that 100 months ago I wrote an article about Omni Channel Commerce - Single via Multi through to Omni Channel Commerce - For Business-Tailored-Commerce - and I think about the points which had changed for me, my work and commerce.
Most brands, companies ... are still living and acting in the separated silo or cross-channel world and thinking - and haven't have a customer experiences which is connected, personalized, etc. at the scale or depth necessary to compete with the world’s leading companies.
Connecting and personalizing an end-to-end customer experience requires orchestration of data, users' interactions, users' traces, tracks, imprints, and individual spoors across channels - a capability that so many brand haven't fully mastered or even be willing to look at.
But merging the flow of customers’ physical and digital experiences will for sure, and that is something what I am telling since decades more and more, be the only way challenger brands can compete against the digital natives and even more the speed how the markets AND the consumer change their selling AND buying behavior, needs AND expectations.
Early movers have tapped into newer technologies, such as IOT internet of Things, AI, ML, or even DL, and a growing number of digital media tools that can create formidable advantages when combined with agile methods.
Ask yourself is your organizational structures and processes up to the task?
New digital media create new ways for users to interact with brands. Location-based tracking and payment systems activated by the swipe of a hand blur the lines across prepurchase (advertising/marketing), purchase (sales/transaction), and postpurchase (service/loyalty) interactions.
And I stress since a while a few points
The first one is from my point of view - seamless consumer and customer experiences and engagement of every person and touch point. Already since decades and quicker and quicker consumer and customers are no longer looking to simply buy your product or service. They want to engage with experiences that are fun and of value to them.
Consistency and Scale - Everyone knows, feels, and can name a few or lot examples, that the world and digital ecosystems have become more complex than ever before, making it harder to manage and make the most out of them. And consistency and scale are both super essential to have success and to win.
Well and as designer I have to mention creativity on all levels visual, textual, inclusive and as well from technology standpoint. When and where creativity refers to thinking outside of the box, technology is all about making processes more fluent, augmented, productive and efficient.
All of the mentioned points go hand in hand and can unlock unbelievable possibilities to create wholly immersive and captivating experiences.
As image I 'extended' the graphic from 100 months before :-)
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