E COMMERCE FOR MANAGERS
LECTURE- CHAN SAI KEONG
What is Omni-channel integration and how it works?
The word Omni derives from the word Omnis which can either mean all or universal. Omni channel refers to retailers selling products through different of channels and integrate their physical store with their online website and mobile platform and on the other hand in some cases. It’s a seamlessly way integrating multiple channels or system functions and formats across offline and online
True Omni- channel shopping encompasses from brick-and-mortar positions to mobile-browsing, ecommerce marketplaces, social media platforms. Thus the approach is to sales that seeks to provide the customer with effortless and smooth experience shopping whether the customer is shopping online from a desktop or mobile device, through telephone or in a physical store. Retailers tend to interact with customers through variety of channels such as websites, emails, social media, physical stores, direct mail, mobile devices, gaming consoles, televisions, networked appliances and etc.
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Company Information (Oasis)
Oasis is an UK fashion retailer that has an e-commerce site, a mobile app, and several brick-and-mortar locations and successfully in fuses these channels to give their customers a great shopping experience. They started their journey in 1991 opened the doors of our first-ever store and brought style with a smile to the great British High Street. Around 80 stores in the UK and Ireland, including amazing concept stores on London’s Tottenham Court Road, also have their 200 concessions hosted by Debenhams, Fenwick, House of Fraser, John Lewis and Outfit. Further afield and trade in 96 locations across 27 countries in Europe, Scandinavia, the Far East, Middle East, Mediterranean and South America
To provide quality service to customers through encompassing all the channels and functions of the systems
Provide make the shopping experience of it customer as effortless and smooth as it can be.
Ability to attract, engage, transact, and serve through Omni-channel and leave no stone unturned in order to approach the customer.
Offline Methods- If one walks into one of oasis’s stores, they’ll find sales associates armed with iPads that are available to give them on-the-spot, accurate, and up-to-date product information. The iPad also acts as a cash register thus making it easy for associates to ring each other up from anywhere in the store. Lastly if it appears that something is out of stock, the staff can instantly place an online order for you to have the item shipped directly to a particular customer’s home.
Online Methods- Oasis gets the details right through simply displayed images across its site and social channels, and easy integration between social and its ecommerce site for purchases. It’s also consistent at delivering the experience when customers go to stores.
Blogs- Oasis offers blogs for its visitors to its website in order to read about Oasis’s thoughts and meanderings on fashion, lifestyle. A broad category is provided to choose from Categories and Monthly archives
Enables customers to consult a personal stylist- available in many stores across the UK. Not only does Oasis break down the different personal shopping occasion slots – birthday, sun seeker, wardrobe overhaul and so on – but the customer can also read about the individual stylist they’ll be meeting at the appointment.
Refer – a – friend – Oasis gives out an ample amount of discounts to customers if the refer one of their friends or acquaintances to the site.
Oasis cards- Oasis card provide instant credit of up to 500 pounds, 15% off on first purchase, Oasis unlimited delivery subscription, early access to exclusive offers and etc.
Range of delivery options to choose from- customers can choose from 7 different delivery option with different delivery charges according to their preferences.
3286125107950Student Discounts- special discount offered on product dedicated to students.
As predicted online retail has indeed become the fastest growing and most dynamic retail channel in the sense of channel innovation.
Oasis demonstrates a significant commitment to delivering a modern user experience, invested in Omni-channel improvement and growth. The newly added features directly responds to the customer’s ever-evolving shopping requirements, creating a smooth customer journey online coupled with trendy design and innovation.
“Customer experience is paramount, in an ever-challenging retail landscape, the winning brands will be those that offer the customer the most engaging and convenient experience.” – Oasis customer director, Briony Garbett.
Though the online channel can conflict with a merchant’s other channel, such as direct sales forces, physical stores but this multi-channel conflict can be turned into strength