What if the customer journey has been likened to a puzzle whose pieces have to be put together to create a coherent whole? In this sense, Google understands the customer experience in its latest infographic regarding omni-commerce.
Overview of omnichannel in France and around the world
The study carried out by Google indicates that 85% of French brands generate revenue by multichannel (versus 71% for the rest of Europe). The study also shows that mobile already has a prominent place in individual purchases. However, in the future, its importance will be even more exacerbated. 41% of French people aged 25 to 34 believe that the smartphone will be their main purchasing tool in the future. In 2013, the mobile purchasing penetration rate in France was 26%. In 2016, it had already jumped to 56%.
There is even talk of Mobile Moment as local searches are growing 50% faster than overall mobile queries globally.
Omnicommerce: major challenges for all sectors of activity
All business sectors are affected by changes in people's shopping behavior. Omnicommerce therefore represents a real challenge for everyone.
- Retail: out of 100 visitors to a brand, 29 visit the site then the store and 17 visit the store then the site.
- Travel : 49% of individuals watch online videos at the beginning of the purchase journey to get inspired. 49% use search throughout the course to find information and find the best offer. And finally 32% of individuals go to an agency at the end of their journey to buy.
- Finance : 49% of subscribers to mortgage loan contracts initiate their journey online, then 79% of mortgage loan contracts are finalized in branches.
- Energy : Only 2% of Energy contract subscriptions are actually done online. However, 50% of consumers say they have subscribed online on a computer, smartphone or tablet.
- Auto: 81% of new vehicle buyers visit the manufacturer's website before concluding their purchase at the dealership.
Ultimately, all sectors of activity must relearn how to build a customer experience based on the expectations, needs and actual behavior of consumers on the various channels.
The rules of the omnicommerce game according to Google
#1: Understand
- Build and feed a unified, representative and actionable customer database.
- Centralize data, from CRM to online navigation, to reconstruct customer journeys.
- Integrate the data collected with media activation, customer interaction and performance monitoring tools.
#2: Cooperate
- Generate traffic and measure the impact of media investments.
- Pool data and align advertising messages for good brand-retailer collaboration.
- Collect strategic data from all distribution networks, internally or externally.
#3: Operate
- Inform media decisions and optimize investment performance.
- Test different formats, targeting and specific campaigns to boost traffic at the point of sale.
- Optimize return on investment omnichannel according to the right KPI.
#4: Change
- In-depth restructuring of the company's organization and culture.
- Centralize the omnichannel strategy beyond silos.
- Restructure the company around omnichannel.
#5: Innovate
- Rethinking the customer experience to make it more natural.
- Integrate a voice interface, faster, more personal.
- Integrate a visual interface: more intuitive, more immersive.
Discover more details in the infographic below and start now to modify your distribution and communication strategy in order to have a global and unified vision of your business.
