OMNICHANNEL STRATEGIES GAIN IMPORTANCE AS COVID-19 PANDEMIC SHIFTS ONLINE SHOPPING INTO A NEW GEAR

The Covid-19 pandemic has driven brands to become increasingly digitized in order to adapt to the consumers’ changing behavior. UAE’s e-commerce sector was issued the highest number of licences in May 2020, according to data from the National Economic Register and witnessed a 300% increase in consumer demand for e-commerce services in the first five months of 2020.

However, having an offline and online presence is not enough in today’s competitive and volatile market. To be successful, businesses specifically retailers need to rethink their marketing strategy. Consumers today are tech-savvy channel agnostics in a constantly expanding world of digital devices, touchpoints, and channels. And although consumer behavior is constantly changing, they all value and insist on personalized experiences along their journey.

Businesses that want to survive the pandemic and come out stronger do not have the choice but to take an omnichannel approach. With a holistic approach, omnichannel orchestration can leverage the most relevant channels and interactions to deliver a seamless experience that reflects the individual customer’s interests, habits, purchasing patterns and more. The point of true omnichannel is to provide a meaningful experience at every stage of a seamless customer journey, not bombarding the customer with generic messaging. Following are four components to creating a customer-friendly omnichannel experience:


Establish a consistent brand experience across channels:

Create a seamless and consistent look and feel (colors, design, messaging) across all channels, so that a customer recognizes the brand and trusts th