Suppose Customer A purchases a product in a physical store. They are a returning customer and all information about their previous purchases is available in the brand’s customer relationship management (CRM) tool.
A salesperson interacting with the customer in the store references this information to make cross-sell or upsell recommendations and increase the customer’s average order value (AOV). Similarly, if Customer A calls the company’s contact center to complain about the purchase, a customer service representative can access the customer’s information and help them resolve the problem in a personalized way on the customer’s preferred channel, whether it is phone, email, webchat or something else.
Omnichannel will also enable Customer A to check inventory by store on the company’s website. To do this, they may use a desktop, a laptop or the brand’s mobile app. They may also buy the item they need and then pick it up in person from the physical store (or one of the company’s stores at a location of their choosing). The aim is the offer the best user experience to every customer and increase the brand loyalty.