Examples of Global Omni-Channel Strategies

Introduction

Hello. My name is Saito, and I am a consultant. With the increasing digitization, many companies are adopting a global omni-channel strategy. This is an important approach to provide a seamless customer experience as users come into contact with brands through a variety of media, including their own e-commerce, Social media, apps, marketplaces, and physical stores. This article presents the global omnichannel strategies of two companies, Nike and Apple, as examples.

Nike Case Study

Nike's global omnichannel strategy focuses on creating a seamless, personalized customer experience through a variety of channels, including online platforms, mobile apps, e-commerce, and retail stores.

• Fusion of digital and physical stores: Nike stores will work with mobile apps to provide customers with an interactive shopping experience. For example, customers can scan the barcode of an item in the store to get detailed information about the size, color, etc.
• Big Data and Real-Time Analytics: At the heart of Nike's omnichannel retail marketing strategy are big data, real-time analytics, and immersive, interactive physical stores. These elements are used to provide a seamless shopping experience for customers.
• Hyper-personalized experience on mobile apps: Mobile apps are the cornerstone of Nike's omnichannel strategy; Nike has multiple apps and memberships have reportedly surpassed 300 million members. The combination of scale, high quality service experience, and personalization of digital services offered through the apps and website provides consumers with a high degree of satisfaction.

Apple Case Study

Apple's omnichannel strategy focuses on providing a consistent, high-quality experience for customers through the integration of digital and physical retail.

• Integrated Retail Experience: The Apple Store and online store are designed to provide a consistent experience no matter which channel a customer uses. Customers are able to research products online, try them on in-store, and purchase them, and vice versa, with a variety of purchase patterns.
• Personalized Customer Service: Apple provides personalized service and support to customers both online and offline. For example, customers can book appointments online and receive a personalized shopping experience in-store.
  
• Education and Workshops: The Apple Store offers free "Today at Apple" workshops and events that can be booked and attended online to learn how to use products and creative skills. The role of the store is changing from being a place to buy to a place to experience, try, learn, and get support.

Summary

Nike and Apple's omnichannel strategies offer new customer experiences in the retail industry through the use of digital technology and enhanced customer engagement. These strategies will undoubtedly become increasingly important in the future of retailing.