Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Are Apps Essential For A Great Retail Omni-channel Experience?

Blog
10th May 2016

New research by PCM Research and ACI Worldwide suggests that only a very small minority of retailers have managed to achieve full omnichannel service for their customers. Incompatible systems, data integration, and an inability to track customers are all cited as reasons why retailers are finding omnichannel hard to implement. Fraud and security issues are also repeatedly raised as reasons why implementations have failed, or just not started.

Just 21% of the retailers in the research claim that they offer an omnichannel experience to their customers. Worryingly a further 46% said that they would not achieve it in the next year.

What’s really interesting though is that 63% of the retailers surveyed said that they are interested in alternative payment mechanisms and 53% are interested in mobile payments. This strong interest in new ways to pay demonstrates that many retailers believe omnichannel requires a completely new approach to payment in addition to service.

Why would this be important?

As expressed in the list of problems cited, if you cannot track or identify your customer then it is extremely difficult to create a fantastic omnichannel experience – allowing the customer the freedom to operate across various channels during a single transaction.

Consider the Starbucks app as an example of how this can be done well. It is possible to go and buy a coffee at Starbucks without their app, but to do so means going to a café and waiting in line. The app allows you to place an order before you arrive at the café, to pay using the app, and to track your spending for loyalty rewards. That means you get all your points and you never have to wait in line because you can order 5 minutes before arriving at the café and just step in, pick up your cup, then go.

This demonstrates that integrating payment into loyalty management can be an important way of creating an omnichannel environment, but using new payment mechanisms is not always essential. Apps however are a very useful way of being able to track information on your customer so that the best possible experience can be created, but do you think they are essential for a great omnichannel experience?

Leave a comment here with your views.


Leave a Reply

Your email address will not be published.Required fields are marked *


Mike Purvis
Article by: Mike Purvis

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
The importance of the human touch in customer experience

Author: David Turner, CEO, Webhelp As new technology drives a sea change across the customer experience sector, it is important to evaluate how the public honestly values personal interaction as a service need. Webhelp conducted research with the polling experts YouGov asking 2,000 British adults for their thoughts on Artificial Intelligence (AI) and how it might change the way that brands...

News
Pedalling hard for CF Warriors

Webhelp's Director of IT services, Stephen Dickson, joined record breaking Cystic Fibrosis warrior, Josh Llewellyn-Jones, this week, as he attempted his latest endurance feat by cycling from Edinburgh to Cardiff in just five days. Stephen cycled with Josh and his team for the final three days of...

News
Ten Heart-Warming Calls Show Why Consumers Prefer Human Customer Service

Leading customer experience provider Webhelp asked 8,000 contact centre employees to share their most distinctive customer interactions   4 April 2019 The woman whose cats eat better than she does. The holiday shopper who provided life advice and inspiration. And the mum-to-be who was...

Whitepaper
AI AND AUTOMATION: IMPROVING THE CUSTOMER EXPERIENCE

How do we really want to interact with brands? What do we really think about AI and Automation? How important is it to strike the right balance between human talent and AI and Automation for CX? Read our new paper to find out more.   The Webhelp Disruptor Series. Be part of...

Case Studies
Webhelp People Analytics

...

Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook