Nominis podcast – episode 085: Omnichannel is the key to online sales success
In Nominis episode 085, we examine how omnichannel strategies can boost online sales. Danijela Živković from Infobip shares insights on aligning digital and physical channels to create a unified customer experience, highlighting the benefits of integrated marketing and customer engagement across platforms.
In the new episode of Nominis podcast which we are producing in partnership with the Association of eCommerce Croatia, we spoke to Danijela Živković, a Customer Experience consultant from Infobip. Alongside Marcel Majsan she delved into the world of omnichannel retailing. Danijela emphasized that omnichannel is not just a buzzword; it’s about how brands communicate with users through various channels, ensuring that transitions between these channels are quick, continuous, and contextually relevant. This means that platforms like WhatsApp and Viber are no longer just for private messaging but are used for purchases, bill payments, tracking shipments, and interacting with sophisticated chatbots.
Danijela highlights the importance of integrating multiple communication channels to create a unified customer experience. She notes that while it’s tempting to expand across many channels, it’s crucial to focus on those where your customers are most active. For instance, Gen Z prefers TikTok, YouTube, and Instagram Direct, while Millennials favor WhatsApp and SMS. This strategic approach helps avoid overwhelming customers with too many messages, a concern that even platforms like Meta are addressing by limiting daily marketing messages.
Infobip offers various solutions to support this omnichannel strategy, including automations and AI technology integrated with chatbots and cloud contact centers. These tools collect customer data into a single platform, providing a comprehensive understanding of each customer’s interactions. This allows brands to tailor their communications effectively, enhancing customer satisfaction and loyalty.
If a customer purchases a product on a webshop through one of these communication platforms, and they used a discount code they received via email, and also contacted customer support over the phone for additional information, all of this should be stored in one place so that the brand has what we call a 360-degree overview. In this way, the brand knows everything about a specific customer – what they bought and when, how often they visit their website, what complaints they had, and other information.
As the retail landscape evolves, trends like conversational commerce, metaverse, and augmented reality are expected to play a significant role. These technologies will enable customers to interact with products in new ways, such as trying out furniture virtually before purchasing. Danijela notes that while physical stores will remain important, their role may shift towards showroom experiences, with online channels dominating transactions.
In conclusion, embracing an omnichannel strategy is no longer optional, it’s a must-have for any eCommerce business seeking to thrive in today’s competitive market. By focusing on seamless customer experiences and leveraging advanced technologies, businesses can build strong relationships with their customers and drive long-term success. As Danijela emphasizes, the key to successful omnichannel implementation lies in understanding customer preferences and integrating the right channels effectively, ensuring that every interaction contributes to a unified brand message.
You can check the video recording of Nominis 085 on the official YouTube channel of eCommerce Croatia.
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