Why Optimizing Your Omnichannel Experience Is Critical After Covid-19

Nautilus CEO Jim Barr is a transformational leader with multiple successes in the rapid growth of large-scale businesses and teams.

Covid-19 ended the era of “brick-and-mortar-only” businesses. To survive the pandemic, many companies had to create an omnichannel shopping experience and start selling online multiple years before they had planned, with the pandemic serving as an important catalyst.

The pandemic is not yet over, but the light at the end of the tunnel is just starting to peek through.  Sellers are learning to navigate the mix between brick-and-mortar and online sales, as well as keeping their customers happy by providing them choices to shop whenever and wherever they desire. 

Now that more customers have become accustomed to the convenience of omnichannel shopping — online and in person — there is no going back. What was once a perk is now an expectation, and it’s in all of our best interests to keep our online presence ever-evolving and fresh to meet consumers’ growing expectations.  

The Business Landscape’s Rapid Evolution  

When Covid-19 hit, innovations we never knew we needed suddenly became must-haves. From buying groceries online and expecting rapid delivery or curbside pickup, to streaming fitness classes, to having video calls with doctors, the pandemic forced businesses to adapt their most critical services quickly, giving consumers some breathtakingly convenient ways to tackle tasks that used to involve time, driving and stress. 

But We Still Love To Shop 

Just because online shopping and food delivery has become more convenient than ever, it doesn’t suddenly erase our desire to go out into the real world. Shoppers still want to browse the aisles at their favorite store. Diners still want to get dressed up and go to dinner. The omnichannel experience isn’t about positioning online business as a better choice than in-person — it’s about giving consumers that choice. 

Ideas To Optimize Your Omnichannel Experience 

It’s no longer acceptable to “set it and forget it” with your online experience. Your omnichannel experience must change as consumer needs change so that it stays relevant with new technological advances and outpaces the UX experience of your competitors. 

Here are some ideas to keep your omnichannel experience fresh. 

• Use social listening tools. See what customers are saying about you on social media. Trust me, if they’re not happy with something, this is where they’ll shout about it. Listen for price comparisons and compliments, too. 

• Create report cards. Use customer surveys to rate your company’s best omnichannel features and find areas where it falls short. Then use that information to improve.

• Use price comparison software. With the world of different prices at your customers’ fingertips, they know immediately when they’re not getting the best price. Invest in software that tracks your competitors’ prices and alerts you immediately if someone is selling for less. 

• Invest in Google keywords. With so much competition out there, your website needs to be the first one customers see. Bidding on high-ranking Google keywords will help make sure your site comes up before your competitors. 

• Incorporate the online experience in store. By introducing your in-person customers to your online experience, you potentially open up a world of 24-hour service and shopping that they otherwise would not have sought out. 

Playing The Long Game To Build Loyalty  

“Out of stock” needs to be dropped from your vocabulary if your business sells directly to consumers as well as to retailers. Of course you’d rather have consumers purchase directly from you because the margin is often higher, but if you’re out of the item they want, wouldn’t they be thrilled if you sent them to one of your retailers? Now that most businesses are selling online, your customer has zero reason to wait until your item is back in stock. In some categories, many won’t even wait for two-day shipping. They’ll bounce off your website fast and go buy a competitor’s product that they can get now.  

From my firsthand experience, I recommend working with your retailers to create a sort of global inventory. By that I mean, if you’re out of an item in your warehouse, have a system that checks your retailers’ inventory and sends the customer to them to purchase.

Yes, paradoxically, I just told you to pay the customer acquisition cost, then send that customer somewhere else to buy your product. In this new omnichannel world, it’s incredibly easy for customers to get their needs met. So rather than losing that customer to a competitor, it’s better to prioritize serving your customers and gaining their long-term trust rather than optimizing profitability on a single transaction. 

It All Comes Down To Serving The Customer 

Business has always been about serving the customer. That hasn’t and will never change. With the new opportunities that an omnichannel experience presents, you’re now able to get more creative than ever before to wow your buyers. Now’s the time to invest in giving your customers choice and flexibility, so you’re always ready for what comes next. 

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