Question

The ultimate retail strategy is to offer consumers multiple brand–based "touchpoints" that leverage the strengths of each channel. Using a scenario of various touchpoints, describe what might happen after a company with an omni-channel strategy has sparked a customer’s interest using mobile advertising. The scenario should end with a customer service rep in a call center.

Answer 1

Here, to explain this, a company with a truly integrated or omni channel strategy might spark a customer's interest using mobile advertising or direct mail catalogs. The customer then visits a brick and mortar store to examine the product firsthand and speak to a salesperson.

In-store purchases might be made using one of the mobile payment methods discussed later in this chapter. If the store does not have the particular size or color of the product desired, the customer might order it by accessing the store's e-commerce site with his or her smartphone by scanning a QR code placed strategically on an in-store display.

The product would then be delivered through the mail. Product returns could be handled through the mail or returned to the store, depending on what is most convenient for the customer. Customer service reps in a call center would have a record of the customer's purchase regardless of which channel the transaction had been completed through.