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Your email address will not be published.Required fields are marked *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
Reflections on partnership models

I’m really looking forward to participating in the CCA Keynote Debate later today. I’ll be joining peers from across the industry to debate the importance of partnerships in business process outsourcing (BPO) – specifically focused on Customer Experience. As I’ve been preparing for the debate, I’ve been reflecting on the views of various management gurus that I’ve come across during...

News
Webhelp’s market expansion strategies in the contact centre outsourcing market earn it accolades from Frost & Sullivan

Webhelp's keen focus on agile customer experience (CX) solutions has helped it grow across Europe in an intensely competitive market Based on Webhelp’s successful growth strategy across Europe, Frost & Sullivan has recognised the company with the 2018 European Market Leadership Award in...

News
Gobeyond merges with OEE consulting creating a customer experience leader

Webhelp, Europe’s BPO industry leader, accelerates differentiation with new consulting investment KKR backed Webhelp today announces the acquisition of OEE Consulting and its merger with gobeyond to create an industry leading customer experience (CX) transformation services business with...

Whitepaper
B2B Marketplaces are blossoming

Following our publication last year of " The Spring of B2B Marketplaces ": it is time to look back and to answer these questions: has there been some movement in the market? Have B2B players evolved in their marketplace business models? Is launching a new market observatory worthwhile? The answers...

Case Studies
Webhelp People Analytics

...

×

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