The introduction of omni-channel sales has eliminated the boundaries between distribution through desktops, mobile phones or tablets. The digital sales strategy has also spread to wearables and other IoT technologies, dramatically changing how brands are representing themselves through apps in this new digital environment.
Omni-channel represents an integrated approach to a shopping experience. It ensures the same level of experience for a consumer, no matter where the purchase was made. Omni-channel marketing combines social media strategies, mobile advertising and the use of a desktop website. The main difference of omni-channel from multichannel marketing is the consistency of how each marketing tool is applied, so targeted messaging becomes very accurate. Omni-channel takes detail into consideration for each platform, devices used, and time and location.
Omni-channel user experience puts consumers’ expectations as the highest priority
This new standard of digital omni-channel user experience puts consumers’ expectations as the highest priority to present the brand most precisely, as it should. A warning though – any mistake made when communicating a message to consumers directly through omni-channel sales will impact all other related strategies that help build integrated customer relationships, because they are all interconnected.
Reaching customers through mobile applications is a crucial element of omni-channeling, and it is also one of the most complicated. The mobile world is a dynamically changing environment, including the devices and the speed of the users’ Internet connection. It also relates to a user’s behavior if their experience with an application is interrupted by a phone call or there is a conflict between installed apps running in the background.
To avoid consumers deleting an app, brands need to understand that the information and experience they supply to consumers needs to be fully personalized. Even though mobile experience is more personalized to begin with, consumers will choose to install and use the brand’s app because they believe this will help them easily solve their consumer needs.
Information and the experience brands supply to consumers need to be fully personalized
Digital business strategy is fully based on a customer’s trust and loyalty. Only a mobile app that meets these basic criteria will earn a consumer’s attention and devotion.
A marketer who will work cooperatively with the developers and confirm that the final product goes in line with the brand’s idea and meets users’ expectations should oversee the app development process. This includes measuring the app’s performance with different Internet connections and identifying possible problems with running an app if there is a call. Knowing when and where consumers may use an app is an essential factor in ensuring the app’s compliance with performance requirements.
Regular improvements to an app make a user’s experience better. An agile development process model is the best option for repeated iterations since it implies continuous testing and quick response from a QA specialist to developers. An excellent mobile app ensures appropriate performance of its main features, so the development of new functionality should remain a secondary task in back of maintenance of the key features and their perfect functionality when and where it is expected.
A mobile app performs well and answers the needs of all targeted consumers only if it is tested in an environment of all targeted users, without exception. Covering most of devices for bugs and conditions testing to ensure appropriate performance is critical, since customers would rather blame it on the brand being inconsistent with their device capabilities than think that it’s their own device that is too old or wrong for the app.