COLUMBUS, Ohio, April 5, 2017 /PRNewswire/ -- There's an ever-present buzz swirling around the idea of omni-channel marketing in today's retail landscape. Brands are being told they must have an omni-channel plan that stretches across mobile apps, websites and brick-and-mortar stores in order to stay competitive among an increasingly savvy and curious consumer base.
We say that's BS.
When it comes to creating an experience that today's consumers expect, it goes beyond just integrating digital technologies online or in-store. While there's a bevy of great tools out there, they will only go so far in helping companies create a truly great customer experience.
In our latest research, we compared the usage, appeal and influence on purchase of retail technologies like buy online pickup in store (BOPIS), peer ratings and reviews and personalized communication. We found that consumers are increasingly utilizing these technologies and are increasingly interested in them, but we also learned that their presence means very little if the overall shopping experience is lacking.
While these digital tools can help retailers connect with shoppers and keep them coming back, they're in no way essential to a successful customer experience, especially if they aren't integrated the right way. We learned that it's more important for brands to anticipate the needs and desires of their customers and act accordingly.
Today's retail strategies should be less about blindly utilizing omni-channel tactics and more about making the overall experience the top priority. According to the consumers we interviewed, brands are falling behind when it comes to giving them what they want. Their expectations are higher than ever and they want to be wowed regardless of where or how they're doing their shopping. By putting too much stock into the idea of creating an omni-channel experience, brands are missing the bigger picture.
Creating a strong brand, having a clear point of view and crafting an experience based on that view is key to solving the customer experience problem. Picking and choosing the right tools for the brand is the most important step. Another essential part of today's customer experience is the inclusion of human touch. Among our findings, the fact stands that customer service, from another person, still really matters, regardless of how much technology is being utilized. This human touch will grow and progress along with the technology being used in stores and online.
Click here to purchase a copy of the white paper and see the complete findings and recommendations.
About WD Partners
WD's mission is to drive and shape the future of customer experience. Our passion has been to solve our clients' challenges and anticipate their future needs. We are customer fanatics that pride ourselves on being on the forefront of retail disruption. WD's integrated services include: strategy & insights, brand & design, digital and A & E.
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SOURCE WD Partners