What does Omni-channel sales mean and is this relevant only for consumer goods or should all industries aim for Omni-change sales?
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It feels Ian describes Multi-channel: Selling through brick-and-mortar (physical) stores and online channels (webstore). Omni-channel means that companies then integrate the two, e.g. through tracking customers through loyalty cards and link their physical store presence with their online shopping.
When you do this properly, you can make them targeted offers in the store, based on their online shopping behavior (and vice versa). This requires a massive data fliency in the organization to identify customers effectively through apps, loyalty cards, and give them the incentives to identify themselves at every touch point.
There's a good Wikipedia article on this.
Hi there,
It means they sell to customers both via physical AND online channels! As in, they have stores AND a website. Simple as that :)
Generally, if you make a sweeping statement it's going to be wrong. For example, Oil & Gas is not an industry where Omni-channel really applies ;)
That said, I worked with a data analytics shop a couple of years back and we saw in the data that omnichannel tended to be the best approach for retail (the normal context where omni-channel is discussed). Having a physical store actually boosted online sales, and vice-versa. They work hand-in-hand together (generally speaking)
