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…

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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!