Channels and tools
Omnichannel describes the condition in which a person moves from the website to the store to the phone and finds the same story, because the systems serving them talk to each other.
In the articles it is a diagnostic question before it is a goal: «have we integrated digital into our omnichannel strategy?» is one of the three questions Enrico Giubertoni opens a consultancy with. Where it breaks is the record-keeping, before the technology: the website, the ad platform, the switchboard, the CRM record (the customer file kept by sales), the store and the subscriber list each know one piece of the customer, and the six of them added together leave the person out.
An example
A customer tries a product in store, orders it that evening from a phone and calls the switchboard about delivery. Three systems record three different customers, and the salesperson who served them at the shelf stays outside all three. Omnichannel is measured right there, on whether the same person is recognized across the three steps.
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