Conquer the future now
V&D did not do well. Blokker did not do well. Coolblue did fantastic. And C&A finally starts to get how it is done. The storechain of 2021 wants to be a full omnichannel retailer, and to get there they’ve got more than a billion euros to get to that goal. A smart choice, because the store as we know it, will soon cease to exist. This change is going through different parts of the business landscape. Omnichannel business offers chances for innovative organisations that want to go onto to the goal of profit and growth. In this blogpost I will tell you how your organisation can take the first steps on your path to the future and to become a frontrunner in your branche.
Customers don’t see separate channels anymore, they see a brand. And they expect a consistent 360 degree experience with that brand, throughout all the channels. Omnichannel business is the future. The store and the salesoriented organizations like we knew till a few years ago will cease to exist. In their place will grow a new companyconcept, in wich salespersonel is working together closely with the IT- and marketingdepartment. To make sure that the customers gets the seemless and perfect customerexperience over every channel.
Cast your eyes to the future
What will this customerexperience look like? That is something every organisation can decide for themselves, the possibilities are endless. And because of the constant growth and movement of the market there are new possibilities around every corner. Technologies change constantly and different hypes follow each other on, on a high tempo. A marketingchannel that is hot right now will be surpassed tommorow. Think about the great playingfield for innovative brands and organisations this offers. They can experiment with new techniques and strategies to strengthen the bond between them and their customers.
But to work as a full omnichannel business on innovation, growth and profit it is needed to have a base from wich this is happening. A solid and futureproof base. Investing in technology that provides this base is worth it, although it doesn’t have to be an investment of a billion. A realtime flow of data and being consitent in your communication are essential bricks to build the future of your organisation on. Good datadriven marketing automation software makes sure these bricks are in order and gives you the best start to go omnichannel in your customer approach. With this starting place the only limitation to your personal and perfect customerexperience is your imagination.
What does omnichannel business mean for your organisation?
The transition that C&A is going through to become a fully omnichannel retailer will take them years, but this can be done faster for your organisation. If you manage to form you organisation in a way in wich the barriers between marketing, sales and IT are broken down. If that is done you’ll see that your organisation is much more moveable and able to start working in an omnichannel way as soon as this year. An organisation that can not only play into the changing customerneeds, but that can anticipate the future customersneeds through a organisationwide knowledge about customerbehavior.
It doesn’t matter if you’re either like Coolblue and are starting from a mainly online businessmodel or are like C&A and are working mostly from a offline businessmodel, the chances that a transition to omnichannel business are here for the taking. Want to exchange thoughts on what omnichannel business can mean for your organisation? You can reach me at +31 622 823 677
Cees Franke | CEO