Customer at the centre
Omnichannel trading is the ability to buy goods from a retailer in a variety of ways. For example, in stationary shops, online shops, also on different devices e.g. tablets, POS, desktop etc. In the case of multi-channel commerce, the supplier bundles all the shopping possibilities together. The customer, through a functionality called ‘Click & Collect’, can, for example, order or reserve products in the online shop and pick them up in the stationary shop or order goods from the terminal at the point of sale that are not on site and buy them with home delivery.
User can also, for example, start the shopping process on a smartphone, on the bus on the way home from work, and finish it at home on a desktop computer or in an offline shop, where the salesperson ‘recognises’ the user and his or her needs. These are just some of the many examples.