Omni-Channel communication between sales agent and customer opens up a completely new perspective on the sales process.

IDC Retail Insights: “A new breed of consumer is on the horizon; well-informed, confident, always online. This ultrasophisticated consumer demands the correct choice. As opposed to traditional, multi-channel consumers, this consumer buys through all channels.“

In the near future, retailers will be forced to merge communication channels into a comprehensive unit – Omni-Channel, capable of providing top quality buying experience at any time, anywhere.

Omni-Channel consumer-retailer communication is an expansion of single and multi-channel communication, that is currently being used by most retailers. Omni-channel communication focuses on a unified buying experience through all communication channels, e.g. mobile devices, personal computers, retail stores, television, catalogues etc.

Omni-channel consumer wants to use all communication channels at the same time, and the retailer must unify its customer monitoring across all communication channels, as opposed to having separate customer monitoring for each channel, as is the case in single and multi-channel communication. The consumer is getting ever more informed, more knowledgeable, therefore the sales agent is forced to offer more and greater detail of information about products and services they offer.

Research reveals, that Omni-Channel consumers spend between 15 and 30% more, then Multi-Channel consumers (IDC Retail Insignts), develop greater brand loyalty, and often influence their surroundings.

Sources: Harvard Business Review, IDC, Wikipedia, ATKearney

Omni (latin): all, everything

Abraxas dialog is a technological platform, that enables the Omni-Channel concept to be developed in practice. It is capable of connecting all communication pathways, through which consumers wish to communicate to retailers, and merging them unto a unified entity, which

  • quickly delivers a wealth of information about products, simplifies purchase, speeds up delivery, and simplifies any further customer interaction,
  • giver the retailer a real competitive advantage.

Abraxas utilizes the technology to assist companies in implementing their consumer communication strategy.
Abraxas Dialog efficiently supports all communication pathways between customer and sales agent, and enables transparent communication channel switching during the sales process.

To successfully implement the Omni-Channel concept, real-time access to all relevant information is essential, and must be available through every communication channel. Agents must have all the information available at all times, and customer monitoring support must be enabled during the entire purchase process on all channels.

Abraxas Dialog provides those capabilities through its connectivity to a variety of IT solutions (ERP, CRM, banking systems, logistics, warehousing).