Clip 4 - Omnichannel Management - Online vs Offline Interplay
4 important questions on Clip 4 - Omnichannel Management - Online vs Offline Interplay
What are the different channels that can be distinguished when thinking of a Customer Experience?
- Traditional: bricks and mortar store;
- E-commerce: online shopping;
- Multichannel: various, disconnected channels for customers to use independently;
- Omnichannel.
What is considered to be the omni-channel experience?
Why has the omnichannel become so important, and especially why the integration between touchpoints? (list the two reasons)
- So all touchpoints are giving the same consistent information;
- It allows you to track customers in both domains.
- Higher grades + faster learning
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Omnichannels are so important due to Showrooming and Webrooming. Explain the 2 concepts.
- Showrooming (mainly for B2C products): people browse in store but buy online (buy with discount from referral);
- Webrooming: people browse online but buy in stores (also due to experience store offers e.g. Ikea).
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
