Omni – Channel Retailing Evolution of market strategy:Customers are looking for a seamless shopping experience as the time passed. They want to: •
Buy online, and pick it up in the store
•
Try it in the store and get it delivered at home, if the color they want is out of stock in the local store.
•
Place an order on a mobile device and be assured that the item is not only available, but also be able to choose how much to pay for shipping and know exactly when it will be delivered.
•
Order online, have it delivered at home and return to the store if it doesn’t fit.
Due to this the industries and experts have broaden their horizons and introduced a new market concept on top of Multi-Channel Retailing, which is known as Omni-Channel Retailing.
Definition and Overview:Omni-Channel is focused more on a seamless approach for the customer demand and experience via all possible shopping channels, i.e. mobile internet devices, computers, brick-and-mortar, television, radio, direct mail, catalog, Kiosk and so on. In turn, to use all channels simultaneously, retailers using an Omni-channel approach will track customers across all channels, not just one or two. So this can be referred as customer is put in the center where he/she can order from anywhere and fulfill his/her order from anywhere. Which is providing lot of flexibility and satisfaction at customer
interface. By this the customer response to the market also increases steadily which is reflecting on Value.
Omni-Channel Network:-
Omni-channel retailers carry merchandise that is customer-centric and is not specific to any channel. By this market evolution we will define and maintain a “Connected Customer� rule and create more knowledge across the Omni-channel chain. Oasis, Starbucks and C&B are some excellent companies which are providing their consumer OmniChannel service now a days.