Dr. Péter Németh

Dr. Péter Németh

The omnichannel phenomenon obviously has many advantages, but it must also be seen that companies must be prepared for it, they must be able to operate different systems and interfaces, and they must be able to manage them uniformly.

In the last decade, it can be clearly observed that more and more technological solutions have appeared in people’s environment, which tried to make their purchases easier. Parallel to this – or even as a precursor to this – it can be seen that consumers’ lives and pace of life have also changed, since we live in ever-accelerating everyday life, in which the role of our purchases has also changed. In this changing environment, not only the changes in technology and the customer environment have a strong impact, but it is also felt that companies on the supply side (manufacturers and retailers) are also trying to adapt. They mostly do this by developing new business models and operating based on them, or by trying out and introducing new things in the field of customer service. The topic of omnichannel is organically connected to these changes, as this represents something new in relation to customer service. The definition of omnichannel is not uniform, various actors (researchers, institutes, companies) have already tried to formulate its essence in many ways – this can be seen from the collection of the CoRe lab operating at the Faculty of Economics of the University of Pécs . Basically, three different approaches can be distinguished: – according to the first, omnichannel means that sales and communication between the company and the customer take place through a single unified channel, – the other interpretation takes the “scope” of omnichannel more narrowly than this, since it says that the company does not need to be everywhere, but that it must be there where the members of its target group are present and available – in the third interpretation, it means that the company can use several channels during sales to deliver its product or service to the consumer.

According to each point of view, the most important factor is that the customer experience is smooth, that is, that the purchase process itself provides an experience for the customer, preferably free of negative effects. It is also important to emphasize here that by the purchase process we mean not only the transaction itself, but also the information provided before the purchase, as well as the behavior after the purchase, for example, what does a satisfied or dissatisfied customer do – does he do anything at all apart from use after the decision. Based on these, and based on the definition of the joint Omnichannel Research Group of the Corvinus University of Budapest and the Faculty of Economics of the University of Pécs, omnichannel customer behavior can be interpreted as follows: more interaction opportunities (so-called touchpoints) are created between the company and the customer than before, which not only in the real world (offline) or in the virtual world (online), but also by using the two together, we as customers have the opportunity to go through the entire purchase process from the search for information to the behavior after the purchase. An example of this can be if you shop in a physical store and ask the salesperson something, but then check the prices, the content of the offer or even the offers of other stores online while still in the store. Showrooming and webrooming are two distinctive forms of omnichannel customer behavior, which must be interpreted depending on where and on what interface the information related to a specific purchase and the purchase itself takes place. Showrooming means when the customer gets information in the physical store and then buys the product online, since in this form he can actually look at it, even try it out, but taking advantage of the price advantage available online, in the end he prefers to buy it on the Internet. And webrooming means the reverse of this, that is, when you “look” on the Internet, you get information, and then you end up buying in a physical store. Based on the Omnichannel Research Group’s research, this latter form of behavior is the most typical in Hungary today.The omnichannel phenomenon obviously has many advantages, but it must also be seen that companies must be prepared for it, they must be able to operate different systems and interfaces, and they must be able to manage them uniformly.It is also important to know the (potential) customers, specifically what their needs are in relation to the way of shopping, but it is also important to know what communication channels – and tools – they typically use to get information.Hardware, software, tests, interesting and colorful news from the world of IT by clicking here!

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