5 Important Omnichannel Trends to Track in 2022

Omnichannel trends provide a glimpse into the future of customer service. One in which traditional limits across channels and the real and digital worlds are no longer applicable. The landscape of customer service is changing and only businesses that can detect and adapt to these trends will be able to compete in 2022 and beyond.

So, if you want to create the seamless customer experience that modern customers now expect across all of your channels, here are five crucial omnichannel trends to watch.

1. Digital-first companies are expanding into physical stores

A physical location is an appealing choice for many businesses since it allows them to build a presence in their local communities while also introducing another sales channel to their mix. The growing expense of gaining customers online, dauntingly high online return rates, and the possibility of creating more engaging retail experiences have contributed to the appeal of expanding into physical stores.

Ten years ago, it was considerably more cost-effective to engage with customers online rather than pay rent for a storefront. This is no longer the case.

We used to enjoy exploring our favorite items from the comfort of our own homes a year ago. However, as we approach 2022, customers are getting ready to step out of their comfort zone and start shopping in person again.

Here are some statistics that clearly show the trends:

-        Pop-up and in-person experiences will be established by 32% of businesses, with actual storefronts being established or expanded by 31%.

-        59% of shoppers said they are likely to look at a product online before purchasing it in-store.

-        54% are inclined to look at a product in-store before purchasing it online.

Retailers don’t have to choose between online and traditional brick-and-mortar stores. Opening a physical store or a pop-up shop allows your firm to engage with the local community while also varying how customers interact with your brand and products.

2. Virtual Shopping

One advantage of visiting physical businesses was having access to competent sales staff in the past. This was notably true for clothing businesses as well as large retailers such as furniture and appliance stores.

Real-time access to expert sales becomes increasingly vital as forward-thinking companies attempt to replicate the in-store experience online.

Sales employees may accompany customers through the purchase process through live chat, video conferencing, and even social media interaction.

Shoppers may ask questions, virtually try on things, and obtain expert advice through real-time connections, just like they would while shopping in person.

Video may be utilized to connect online consumers to in-store sales associates, bringing all of the interactive benefits of a retail experience to the comfort of their own home. For example, it allows for product demos, showroom tours, and even personal shopping experiences across a store.

More businesses plan to provide virtual shopping by 2022. According to a Forrester survey commissioned by Shopify, 52% of companies will invest in allowing online customers to engage with brand representatives via their preferred channel quickly (e.g., chat, social, text, video).

3. Weaving together online and in-person experiences

The merging of online and physical encounters is tangential to the expanding trend of brick-and-mortar establishments.

Prominent use cases include "purchase online, pick up in-store" and the rising incorporation of mobile applications in customer shopping experiences. For instance:

Loyalty programs, such as the Walmart+ app, enable users to check store inventory before traveling, compare prices, and access special discounts and benefits on mobile devices when shopping in-store.

Starbucks' app allows customers to earn incentives for in-store purchases, order ahead for in-store or curbside pickup, and even integrates Spotify so visitors can identify the music playing inside the coffee shop.

But it's also happening on a far deeper level.

The complexity of current augmented reality (AR) is blurring the barriers between online and in-store even further, contributing to the creation of a new world.

Virtual try-on for garments using smart mirrors and preview layout for furniture that lets customers see goods in the context of a digital reproduction of their house before committing to purchase are two significant ways this occurs.

4. Omnichannel Strategy

Every marketing and sales executive wants to know if their efforts bring in a profit. However, client journeys are seldom perfectly linear, and one channel can never provide you with an accurate view of your successful marketing (or lack thereof).

Companies that embrace numerous sales channels will explore analytics that provides a more comprehensive perspective of the customer journey, which may shift from online to retail and back again.

In essence, an omnichannel approach allows you to collect data in real-time across all channels, then use cross-channel analytics to investigate customer habits holistically.

Omnichannel is a concept that digital marketers have been aware of for a long time now. What has changed is the combination of this well-known digital technique with offline channels.

Data and customer connections have long been used to the advantage of business-to-consumer businesses. This approach will result in higher conversions, more effective advertising, more informed innovation, and stronger customer connections when applied to additional sales channels.

A plethora of omnichannel software can help you align your business approach and goals. Also,

5. Customers’ expectations are evolving

Consumers essentially drive markets. That's why it's critical to keep a close watch on what customers anticipate from their online and physical experiences. Here are three instances of shifting consumer expectations that businesses must satisfy.

Better Consistency

According to Forrester, 69% of US customers choose brands that provide consistent experiences in-store and online. Consumers demand brands to deliver consistent information and experiences at all times, regardless of device, channel, or platform. Inconsistent client experiences, on the other hand, might lose you consumers.

Improved Speed

When your numerous channels are not effectively connected, friction occurs, which may cost you customers. Automation and integration, particularly across online and physical channels are critical to meeting customer needs for rapid, high-quality service.

More Accurate Personalization

True personalization is only feasible through omnichannel integration, which collects data from all consumer interactions to present a complete picture of their behaviors and interests. This is also important in giving excellent customer service. Because all data is routed through a single location, service representatives will always have access to the information they need to maintain a continuous conversational flow with consumers, even if those encounters are spread out over time and devices.

Conclusion

The customer service industry's trends constantly change as new technology is released.

So, how do you keep up with the latest trends? By making sure ensures that your foundation is robust.

Concentrate on developing genuine and meaningful relationships with your consumers by ensuring that you know them and that they know you. Respond to consumer queries as soon as feasible. Make it simple for customers to contact you by implementing an omnichannel strategy. Follow up with consumers to confirm that their wishes have been met. The above-menioned strategies are always in style and will ensure that you satisfy your clients' needs in the future. 

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