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4 keys to creating a custom-friendly omnichannel experience

Jennifer Lonoff Schiff | Jan. 4, 2016
E-commerce, supply chain and customer relationship experts discuss how brands can best provide a streamlined shopping experience in 2016, no matter which channel or channels they use.

3. Have a unified view of inventor

“Brands and retailers require crystal clear visibility into their real-time inventory position, at every store and distribution center,” says Paul Magel, president, Business Applications and Technology Outsourcing Division at  CGS, a provider of business applications, enterprise learning & outsourcing services. “Not having an integrated, common view of inventory leads to stock-outs, disappointed consumers and lost sales.”

Furthermore, “with omnichannel you need to make sure that your inventory systems are up-to-date and integrated with each channel,” says John Boucher, CEO, ModusLink, a supply chain logistics company. “The information needs to be shared in real-time so that appropriate decisions can be made instantly and the consumer [can] see when his or her goods will arrive.”

4. Implement a CRM system that provides a single cross-channel view

“Implement an omnichannel solution for customer service by giving customers multiple options to contact you – email, online self-service, phone call to live agent and chat – with no hiccups on the agent side regardless of the channel customers use,” says Rajeev Shrivastava, chief strategy officer, inContact, a provider of contact center software. “Customers expect you to know they are hopping from one channel to the next. So make sure you provide a seamless experience across all channels.”

“Whether interacting online, via mobile, through a call center or in store, systems and associates should all have one uniform view of the customer and their history in order to provide seamless [service] across all touch points,” agrees Jim Prewitt, vice president, Retail Industry Strategy, JDA Software, a provider of end-to-end supply chain and omnichannel retail solutions. 


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