The blog depicts the importance & impact of Omni-channel approach in the retail industry to reach out wider audience. Know why businesses needs to optimize their customer services in this omni-channel era.

1. The Emerging Significance of Omni-Channel in Customer
Service
According to a new report released by Deloitte Touche Tohmatsu India Pvt. Ltd, approximately
60,000 crore of in-store retail purchase is influenced by digital.
While a study from MIT shows that, more than 80% of shoppers will check prices online before
shopping in-store and a one third of those would prefer mobile devices to complete that shopping.
What does it signify to retail business?
It only signifies that adopting Omni-channel retailing is now inevitable than ever before.
What is Omni-channel Retail?
Omni-channel is an approach to retail and marketing that integrates multiple communication
channels to reach customers.
The purpose is that all the platforms should be aware of each other so that the customer can get
seamless shopping experience, whether it is done from a desktop, mobile or in a bricks and mortar
store.

2. Why a Business needs to optimize its Customer Service in the Omni-channel
World?
With the evolution in technology, customer service is also evolving and businesses with Omni
channel adoption can only reap the benefits.
Forbes reports that, 98% of customers want their purchase, delivery and returns to be easily
available across multi channels. Because they are getting increasingly sophisticated to interact with
the products and services, be it physical or online stores, websites or social media channels, emails
or chats and calls via different devices.
With an Omni-channel approach, any business is able to switch between channels quickly and
efficiently, getting the same information and experience regardless of the place. Besides, it also
helps to keep track of how a customer interacted with another channel, which in turn can be used
as a guide to align business goals and improve service levels.
How it helps to turn a first-time visitor into a forever customer?
Omni-channel in retail sector offers plethora of benefits that makes investment in this strategy
valuable.
Positive Perception of Customers: Stores who create seamless experience for their
customers by integrating different forms of technology, gain significant amount of customer
loyalty. Their image is perceived as responsive to customer needs that will keep forcing them to
come again or pay more for the convenience. Additionally, those brands can not only compete on
the basis of price but also on the experience offered.
Effective Use of Data: Consumers usually get annoyed or skeptical with sales person who
keeps asking their information. However, if a retailer gets the ability to track their behavior on
purchasing, they can customize their services to offer them what they actually want. Not only the
retailer can get the required information but can also share it with other channels if they are
communicating.

3. Enriched Productivity: It goes without saying that with the use of this technology; workers
too, can arm themselves with more information and provide 24/7 support. Without wasting any
time, they can go directly to the rescue of their customers, helping them to know about the current
stock, new product launches and what is available at other stores.
Final Thoughts
As every coin has two sides, Omni-channel also comes with unique set of challenges.
Retailers should walk a fine line between being helpful and being invasive. Besides, a clear
strategy across all teams is required other than investment in time and money.