Research shows that companies that begin operating from an omni-channel perspective – taking into account mobile and computer solutions, in addition to traditional processes – will hold significant advantages over those that do not.
Retail has changed, and the average individual has begun taking an omni-channel approach to shopping, which means entities along the supply chain must make similar adjustments to keep up, according to DHL's Omni-Channel Logistics Trend Report, developed with the help of IDC Manufacturing Insights, a data analyzer. The three sales channels – brick-and-mortar, online and mobile – have converged, and shippers should follow suit.
Consumers left companies behind in switch to omni-channel
The report on omni-channel logistics determined that while consumers have taken to this sort of shopping, companies are still attempting to force single channel-based interactions with their clients. However, the DHL study noted that companies that aren't able to adapt to the omni-channel retail world will lose the ability to effectively connect with customers. Rather than focus exclusively on connecting via mobile channels, for instance, it is essential to engage with consumers through whichever medium they prefer. Connection is now cross-channel – it is a necessary business strategy controlled by the customer.
"Consumers expect access to information at all times, faster delivery speeds, and a personalized shopping experience. Companies can't meet these expectations using a traditional channel-based approach. An omni-channel strategy is needed for future success," Matthias Heutger, the senior vice president of strategy, marketing and innovation for DHL Customer Solutions and Innovation, told the Journal of Commerce (JOC).
The omni-channel approach is beneficial
Companies that switch over to omni-channel processes and engagement can find themselves with substantial advantages over their competitors. The report found that retailers that have already moved on from single channel connections toward channel-agnostic approaches have experienced early successes. They have seen customer growth and an increase in consumer loyalty, as well as improved inventory turnover and profitability.
Logistics carriers, like retailers, could benefit from taking an omni-channel approach. As the world begins connecting through just about every device imaginable, it will be important for companies to work on building relationships with clients and customers regardless of whether they prefer a smartphone, a computer or speaking in person. With the global shift toward an omni-channel approach, the best way to grow a business is to do it every way you can.