Redefining Retail

14Be Onlife

In Chapter 6 we discussed the importance of integrating various channels, both online and offline, to provide a seamless and cohesive customer experience. The ambition of retailers and consumer brands embracing this approach is to fulfill today's diverse customer preferences by offering convenience, personalization, and flexibility. We've also pointed out that the effective approach is not trying to be “everywhere” customers want, but instead to pragmatically be where it matters the most. We have hence proposed replacing the omnichannel with optichannel, an approach that “takes stock of individual channel performance and then makes optimizations based on customer expectations, personal preferences, and the anticipated return on investment… . By optimizing the customer experience through what's preferred and not just what's available, brands can effectively refocus their efforts and resources to fully understand how people come to a brand and why they stay engaged.”¹

This more focused approach allows businesses to meet customers' expectations by ensuring a consistent and integrated experience, regardless of the channel or device used. It starts from a comprehensive understanding of customers' behaviours and preferences. By leveraging this data, businesses can then tailor their offerings, promotions, and communications to better suit each customer. As we have argued, customers don't see channels, they seamlessly experience brands. Ultimately, optichannel aims to enhance ...