Omni-channel strategy aims to connect and engage customers throughout the entire purchase process by integrating all sales channels. It allows customers to move seamlessly from awareness to research to purchase whether in-store, online, or via mobile. To develop an effective omni-channel strategy, companies should assess their experience, information, product range, pricing, and convenience using the P.R.I.C.E model and consider customer data analytics, niche product sales online, channel integration, customer loyalty programs, and strategic partnerships.

1. Omni-channel Strategy 101
Rico Beans - MBA, CSCP

2. Omni-channel is connected and engages consumers throughout
the purchase funnel
•Multi-Channel •Omni-Channel
All channels available to
customers but not integrated
All channels available to
customers and are connected

3. The path to purchase has become more complex as connected
customers utilize a wide range of channels when shopping
Awareness
Learning about
product via
marketing vehicles
Research
Finding product
details in store,
online, and apps
Purchase
Completing the
purchase whether
in-store, online, or
mobile
Fulfillment
Picking up the
product in-store or
having it delivered
Loyalty
Being an advocate
for the brand by
recommending to
others

4. Leverage the P.R.I.C.E model to assess and build your omni-channel
strategy
•Experience•Information
•Range•Price
•Convenience

5. The opportunity to engage customers beyond brick & mortar is
prominent in several product categories
0% 5% 10% 15% 20% 25% 30% 35% 40%
Electronics & Appliances
Entertainment & Leisure
Apparel & Footwear
Consumer Healthcare
Beauty
Personal Care
Home & DIY
Grocery
Ecommerce Penetration by Category
Penetration
In consumer electronics and home appliance, ecommerce penetration
is 34% due to an increase of customers purchasing online

6. Consider these 6 tips when building an Omni-channel strategy
Be customer centric: Personalize to
individual customers were possible.
Emphasize product data by providing
content and customer reviews.
Harness the power of data & analytics:
understand not just customer
transactions but customer interactions
such as visits to store, social media and
search
Learn to sell niche products: Leverage
online to sell niche products that are not
economical for store sales.
Integrate Channels: Carry info provided
by customers on one channel to other
channels such as abandoned carts
Establish switching costs: Establish
privileges and perks for loyal customers.
Differentiation should be based on user
experience vs. price advantage
Develop the right partnerships: Identify
the retailer that will share data and
provide resources to reach your
customers
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