{"id":19071,"date":"2018-06-20T00:00:00","date_gmt":"2018-06-19T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/ecommerce-from-multichannel-to-omnichannel\/"},"modified":"2018-06-20T00:00:00","modified_gmt":"2018-06-19T22:00:00","slug":"ecommerce-from-multichannel-to-omnichannel","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/ecommerce-from-multichannel-to-omnichannel\/","title":{"rendered":"eCommerce: from multichannel to omnichannel"},"content":{"rendered":"

People have been talking about omnichannel in eCommerce<\/strong> for a while now. In this post I\u2019m not going to talk about success stories or how a mega-corporation applies omnichannel. I\u2019ll try to explain the concept itself very simply, with a small example that could be real.<\/p>\n

\"omnicanalecommerce\"<\/p>\n

Consumer and channel:<\/h2>\n

As we all know, everything revolves around the consumer. The consumer profile keeps adapting to its environment and the possibilities it offers, and is becoming increasingly demanding.<\/p>\n

Over time, consumers have gone from:<\/strong>
\nBuying through traditional channels (brick and mortar) or even digital channels, separately, to receiving a multichannel offering.<\/p>\n

What is a multichannel offering?<\/h2>\n

Multichannel, as the name suggests, means reaching the consumer through more than one channel. For example, a physical store that also has an online sales platform and\/or an app.<\/p>\n

In recent years, many companies that only had a traditional sales channel have moved into the digital channel.<\/p>\n

That in itself isn\u2019t news. What is relevant is that more and more digitally native businesses are deciding to explore the \u201cphysical store\u201d channel. In the end, it comes down to wanting to improve the experience they offer their users and increase their satisfaction.<\/p>\n

At this point, all that\u2019s left is to take the next step\u2026<\/p>\n

How is omnichannel defined?<\/h2>\n

We could define it as the merging of all the channels available to reach the user, creating a single, seamless interaction experience regardless of the channel used.<\/p>\n

I\u2019ll borrow this definition:<\/p>\n

Omnichannel<\/strong><\/a> is the integration of all the channels on the market, creating interconnected paths so that a customer who starts a conversation through one channel can continue it through another.<\/p>\n

\"omnicanal-tinedaonline\"<\/p>\n

From multichannel to omnichannel:<\/h2>\n

So the time has come to unify the different channels and let consumers interact with us from any channel they use. An example of an omnichannel experience could be:<\/p>\n