Omni-Channel Experiences

Lets start out with talk about what the heck omni-channel is, exactly.  Omni-channel can be defined as a multichannel sales approach that provides the customer with an integrated shopping experience. So what I am saying is that a customer’s online experience within all channels should be a seamless journey.  Not that complicated, right?

You might wonder what the difference is between this and multi-channel. I guess if you have more than one channel, it would be considered multi-channeled, technically.  However, it depends on the level of integration across channels.  For example, have you ever been on a company’s website looking into a product or service, leave your house and look at that same website on your phone to be left disappointed and wishing you had your laptop?  Bingo. I bet that website is not optimized for mobile, which makes for an oh-so-annoying experience (or is it just me?). It doesn’t end at the mobile browser, however.  Key word is ALL. All channels must be integrated together and work seamlessly to provide an omni-channel experience. Get it?

Lets take a look at Disney because they totally get it…

Screen Shot 2016-04-11 at 1.30.57 PM

Of course their mobile sites work perfectly well, even if you want to plan your entire trip from your phone.  After your trip is booked, they offer a ‘My Disney Experience’ tool that allows you plan e-v-e-r-y-t-h-i-n-g, including where you will eat, locate your favorite attractions and even view the estimated wait time for those attractions (time is money, people).  Additionally to this awesomeness, they also now have ‘Magic Bands’ that they send you before your trip that will become your hotel room key, photo storage device, food ordering tool, AND includes Fast pass integration. This is all pretty freaking stellar, if you ask me!

magicband

 

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One thought on “Omni-Channel Experiences

  1. We live with the mindset that everything must be done yesterday. This should have been available to me yesterday. My reservation was made yesterday not a month ago. Everything has be made readily available right now or people become upset and/or impatient when things do not go their way. That is the same way we feel about websites as you have described. Whatever channel we use to access the website, we must be able to view it. If not, does that business lose our consumerism? Sometimes they do when the website is not optimized for their current needs. Therefore, I agree with you. All companies should take heed of the many facets of technology that is used today. They need to be able to reach all consumers in the areas where they live in terms of the types of technology they use to access the web.

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