Omnichannel marketing is a consumer-first “method” where a brand’s channels work collectively to educate and empower the consumer instead of working against each other to get “credit” for the final sale. A large quantity of traditional bricks-and-mortar retailers are introducing order online and pick up in-store programs. The best-managed companies understand the vital role mobile plays in driving omnichannel experiences, being that the majority of consumer product searches now takes place on their smartphones and mobile devices. One of the first adopters of Omnichannel was Best Buy in 2003 with their marketing approach known as “customer-centricity.” They decided to take this approach because they could not compete with Walmart’s pricing; instead, they took the approach to focus on excellent customer service.
To fulfill this task at hand, they increase staffing in customer service-related departments and trained staff members to be more helpful to customers. While undergoing this process, they discovered the fundamental principle of Omnichannel marketing “Customer centricity,” they wanted to have the flexibility to pave the customer’s journey from awareness to post-purchase, while also seeing the value of E-commerce within the customer’s journey.
Fast-forward to 2020, shoppers on the Best Buy app are now able to filter their searches of the products that are in stock for pick up that day at a specific store; this is a large sign that the importance of real-time inventory updates for improving the omnichannel shopping experience. This type of filter is not possible without a system of real-time updated back-end inventory and order management systems in place. Best Buy has been able to maximize Omnichannel marketing value by supporting shoppers’ needs for instant satisfaction and even drive impulse purchases once customers are in the store.
By: Brandon Diaz