Developing an omnichannel strategy: how to do it effectively
In fact, an excess of channels risks creating more problems than real benefits: using them entails costs, but above all requires time and expertise.
Let us clarify with an example from an SME.
A small company specializing in PVC pipes for agriculture and construction decides to develop its own e-commerce.
The benefits are clear:
- Easier to reach new customers.
- An increase in the satisfaction of existing ones due to the convenience of the purchasing process.
- An improvement in monthly turnover.
The company’s management also decides to integrate an online chat service on the site, entrusting it to the person in the administration office who already handles orders.
However, the workload prevents the best use of web chat.
The result? Delays in replying to potential customers accumulate, causing many buyers to turn to other companies.
‘More channels’ therefore does not mean ‘more success’: a truly effective B2B omnichannel strategy always starts with an internal company analysis to determine which ones are really useful (and adoptable).
The challenge, therefore, lies not only in the combined use of the channels, but also in their selection in the light of the goals, the means available and the skills and knowledge of the staff.
Another example is social media.
The same company of the previous example decides to manage the recently opened LinkedIn and Instagram accounts internally. The lack of time, but above all of people specialized in content marketing, ends up having negative consequences such as:
- Profiles not regularly updated.
- Absent interactions.
- Unprofessional content appearance.
In this case, a better choice would be to outsource the communication to a digital agency.
Having verified the necessary conditions and identified the channels to be used, the goals to be pursued must be clarified.
Omnichannel, in fact, does not mean ‘selling through different channels’, but creating connections between them, optimizing results by constantly monitoring them.
Let us see how, returning once again to the case of the PVC pipes company.