Omni-channel has become a dated term. In this age of digital information available anytime and anywhere there are precious few shopping decisions being made without fact based information. A MasterCard report from 2015 shows that 8 out of 10 purchases made by retail shoppers are informed by some kind of digital information. With 80 percent of purchase decisions influenced by shopper research, their decisions about just where to buy is likely to come down to convenience and timing rather than loyalty. Omni-channel shopping is now just plain shopping.
Retailers need to be sure they are focusing on the most important factors driving their customers – information. In fact the source of information needs to begin at the source, and that source should be the manufacturer or supplier. It may be a strange environment for manufacturers but the production and dissemination of product information can’t come from a better place. But capabilities vary widely in terms of the ability of product suppliers to create, produce, and market their products.
Certainly large manufactures have marketing teams that independently create and publish product specifications and full marketing campaigns. These companies produce their own cloud of product information, enlist cadres of consumers as fans and brand representatives, and otherwise get their products known. Their product information is easily found by shoppers performing online searches.