Matthias Weber in conversation with Filipe da Silva Araujo from Shopgate about Omnichannel Commerce.
Interview with Filipe da Silva Araujo from Shopgate about Omnichannel Commerce
1. What challenges does the Omnichannel approach confront to retailers?
One of the main Omnichannel challenges retailers will experience is the complexity of the digital customer journey. The vast number of devices and channels nowadays are changing shoppers’ behavior in how they make a purchase – leading the customer to jump from one touchpoint to another before an order is complete. If retailers are not able to track consumers across all touchpoints (including digital and physical), they risk losing the shopper due to a disconnected journey. Therefore, the challenge with omnichannel on the retailer’s side is to ensure all channels are connected to deliver one cohesive experience for the shopper.