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Omnichannel has changed the way we build DX

Iñaki BarturenMarch 08, 2022

Omni-channel is a trend that is transforming the business model in all industries. This includes the use of new technologies, online communities, digital marketing, and, above all, giving people the freedom to choose how and when to shop.

The goal is to make information and products easily and transparently accessible to customers.

Omnichannel has changed the way we build DX
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What is omnichannel, and how does it improve customer relationships?

An omnichannel strategy is based on unifying multiple touchpoints so that people can interact easily and shop through the most convenient channel for them. This means that people can buy products online from their laptop or cell phone with the same quality of going to the stores.

Omnichannel allows companies to reach more people, both locally and globally. With this strategy, people interact with brands to find products that may not be available at the nearest store but are available at another branch. So, once the product is ordered, they can choose a delivery method and even go to the nearby store to pick it up when they receive it.

Shopping is getting smarter every day

In a global survey by Think with Google, 74% of shoppers said they searched online for store information before shopping, including locations, products in stock, opening hours, directions, wait times, and contact details.

By offering multiple ways to interact, quote and purchase, companies can increase the performance of their operations, as they do not need to have such an extensive network of physical stores.

An omnichannel strategy also means that people can access the products and services they need at any time, which fosters greater loyalty by having a service that matches purchasing expectations.

You enable a seamless journey between different digital channels, when you get your platform right, demonstrating service consistency. And let’s look at it another way. It demonstrates brands' commitment to the digital experience’s quality but maintaining the quality of the experience in offline channels and physical stores, which would account for 82% of total sales by 2025.

According to data from Think with Google, there was an increase in the number of people willing to purchase fast-moving consumer goods online in the wake of the pandemic. However, there are specific areas such as finance (banking, credit cards, and insurance) were more than 70% of people prefer to speak to a customer service representative in person.

For this reason, the secret to success in omnichannel is to understand the user's needs and lifestyle.

The Headless approach: leaving the hassle behind with an omnichannel strategy

Headless is a way of building digital architecture, which, in short, consists of separating the frontend and the backend, for example, of an e-commerce store. It allows managing the interface separately from the business functionalities— and by always communicating through APIs, it will let us control what the customer sees without affecting the backend, and vice versa.

In this way, we can implement changes in the frontend of the store, avoiding the risk of altering the functionality due to code errors since any change we want to make can be tested independently of the backend infrastructure.

Now, beyond these benefits, one of the main advantages of the headless approach is that it allows us to interact with customers through an omnichannel strategy, integrating new touchpoints that are more difficult to enable in a monolithic environment. In other words, we can connect multiple frontends (different channels) to the same backend.

What is this for? To create seamless and personalized shopping experiences. E-commerce can position itself in the market by implementing strategies to "reward" the customer for establishing contact in the channel of their choice.

The importance of being within reach

Booking.com offers exclusive discounts for accommodations booked through its mobile app, and this way encourages customers to interact and buy on their devices. According to the company, this practice can "increase bookings from mobile devices by up to 28%" and is key to "reach the millennial market."

Google data supports this idea. In Latin America, there has been an increase of more than 54% in the use of mobile applications since the pandemic. This means that companies need to establish contact through mobile devices and guarantee customers the same functionality as in other channels.

2-Omnichannel has changed the way we build DX

Commerce Layer: the headless environment where everything is possible

As the world moves forward and people have access to new consumer environments, it is natural for users to prefer the shopping channels that suit them best. The task for brands is to adapt to the circumstances and increase visibility so that, no matter which channel people choose, exposure to the company's products and services is consistent.

How do you address these needs without getting overwhelmed by the technical aspects? Development teams often get stuck between inefficient tools and processes, reducing productivity. This is where Commerce Layer comes in, a headless commerce platform that allows us to add global shopping features to any website, mobile app, or chatbot, even without resorting to advanced programming skills. This translates into huge time and energy savings for developers, higher performance, and a higher quality end product.

The integration with Commerce Layer works through a secure and fast API that decouples the infrastructure of any e-commerce, separating the frontend from the backend, allowing to unify channels, and facilitating the adoption of omnichannel.

At Reign, we are a strategic partner of Commerce Layer, and we can help you build a platform focused on people and user experience. Regardless of the product or service, you will improve your results and adapt to what today's customer is looking for with a headless strategy.

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