The benefits of omnichannel communication

Source: courtesy Burberry

Source: courtesy Burberry

Today, many of us discover a product through a publication on a social network, then find more information on commercial sites, read bloggers' recommendations and possibly continue our evaluation in store to better test the product, before finally ordering it via an e-commerce application on a smartphone, perhaps using a discount code received by email.

This buying journey has become common norm and consumers now expect a brand to provide consistent and homogeneous support and communication throughout this process, regardless of the point of contact.

This sales approach has been called by marketing experts "cross-channel strategy" or "omni-channel strategy".

Cross-channel, or omnichannel, therefore involves communicating and distributing products or services in a consistent way across different channels (website, social networks, emailing and physical store) in order to take advantage of the interactions and synergies that can exist between them and thus develop a more fluid customer experience.

Omichannel strategies could include developing e-commerce, mobile commerce, Instagram shopping, web-to-store or click & collect practices but also brand content, storytelling or influencer marketing.

Chanel - Click & Collect Strategy (on a limited selection of items)

Chanel - Click & Collect Strategy (on a limited selection of items)

Chateau Smith Haut Lafitte - Video Content Strategy

Chateau Smith Haut Lafitte - Video Content Strategy

Relais & Châteaux - Discovery & Booking App

Relais & Châteaux - Discovery & Booking App

Integrating an omnichannel digital strategy can not only attract a new generation of digital customers and help make the brand known on a larger scale but also, and above all, it can improve the relationship with your current customers.

In an increasingly digitalized world, fashion, art of living and luxury brands have therefore everything to gain.

Admittedly, at first glance, a digital strategy seems to be at odds with the luxury industry because it opposes to values of time and space, essential to houses dedicated to know-how and personalized service, a cult of instantaneity and accessibility.

However, the Internet is also an essential ally in the creation of brand myth through its ability to disseminate powerful images, inspiring stories or snapshots of the dream lives of star clients.

Dilemma! Luxury brands cannot, of course, stay away from these technological advances, making it possible to maintain the dream and increase their quality of personalized customer service. It is therefore necessary to establish selective digital strategies to maintain the balance between visibility and prestige, between presence and absence.

Farfetch’s Store of the Future aims to dramatically improve retail productivity by capturing invaluable customer data and enhancing human interactions between shoppers and sales associates. ( video presentation ) - Source: courtesy Farfetch

Farfetch’s Store of the Future aims to dramatically improve retail productivity by capturing invaluable customer data and enhancing human interactions between shoppers and sales associates. (video presentation) - Source: courtesy Farfetch


In conclusion, if business models diverge between fashion brands, short time, seasonal, and luxury brands, long time, almost timeless, omnichannel strategies are useful to all.


Below, I summarize for you 7 advantages of pursuing an omnichannel strategy:


  1. Improve your customer experience by streamlining the shopping experience


  2. Enrich your customer relationship by offering more customization, more interaction and more knowledge about your products and your universe.


  3. Gain visibility with your target customers.


  4. Get to know your customers better, by acquiring unique insights into their purchasing experience.


  5. Get to know your audience better with metrics reports.


  6. Increase sales opportunities, by developing online distribution points, if only for one range of products.


  7. Strengthen your brand image by captivating with enriched content and enhanced quality of service.


Are your digital tools and processes adapted to optimal digital communication?

Would you like to increase your online presence, visibility and customer base?

Discover my individual digital health workshop.

During these four two-hour working sessions, we evaluate together your level of online development, establishing your diagnosis, analysing your level of digital influence and discussing priority strategies to generate new prospects and develop your digital identity as a fashion, luxury or lifestyle brand.

More information on the content of the sessions.


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