Omnichannel retail at this stage is indeed the most profitable for the seller and the least energy-consuming for the buyer. Brands using an omnichannel approach successfully build an easy interaction with the client, storing his details for subsequent communication and possible offers, as well as advertising their new products. Omnichannel advertising and trade do not look imposed, too bright, and annoying. In addition, sellers using such a gentle and discreet approach through social media and information technology successfully lead their buyers from product selection to payment.
Omnichannel marketing allows marketers to quickly collect feedback on products and communicate with customers about the advantages and disadvantages of the purchased product. While the customer selects a product and places an order, comparing it with other products or even brands, sellers, marketers, and operators can advise the customer in various ways. It also plays an essential role since questions that the creator or the sellers do not answer often leave customers in doubt when buying. Brands need to pay attention to associations and psychological factors. Branding and marketing often have to draw their tools from psychological aspects since most purchases are not made rationally but emotionally.
Personalized trading, which allows the customer to feel special, is a modern trend that uses various questionnaires and virtual technologies. However, users often use omnichannel marketing services but choose similar products at low prices from other brands or sellers (Gao & Su, 2017). In such cases, marketing tools serve as entertainment for people. Modern marketing, however, still faces the question of the buying process involved, where sales are driven by advertising rather than simply gaining acceptance among users. This tacit endorsement can even bankrupt small retailers buying advertising. In any case, judgments about this lead us again to the fact that marketing should be as gentle and personalized as possible, covering all technical aspects. Providing a consultant tutor would be ideal when shopping, but this is not possible at this stage. Artificial intelligence in the future could provide an opportunity for every buyer to feel their value by imitating such a consultant.
References
Gao, F., & Su, X. (2017). Online and offline information for omnichannel retailing. Manufacturing & Service Operations Management, 19(1), 84-98.