You Need an Omnichannel Customer Experience

You Need an Omnichannel Customer Experience

You Need an Omnichannel Customer Experience


I usually wouldn’t start a post with such a stark declaration, but this topic deserves it. Customers are demanding an integrated shopping experience from every vendor they touch. Whether they start interacting with your brand in print, in the store, on their phone, on their tablet or on their desktop, they want an experience that’s consistent, seamless and connected.


So, what does that experience look like? Let’s illustrate with something that happens thousands of times every day – the grocery store drop-in on the way home from work. Seems easy enough right? I leave the office, drive towards home, swing into the parking lot of my favorite store, park the car, grab three items I need for dinner, hit the express checkout lane and am back in my car in less than five minutes. What in the world could omnichannel do for this simple transaction? I’m going to toss out a half dozen ways omnichannel capabilities could change this exchange and result in a better customer experience and larger basket size. I’m not suggesting that all of them happen in one single visit, but I want you to see the power of an interconnected customer experience.


  • The customer orders the three items from his desktop computer before he leaves the office with the promise that they will be waiting at the pickup area when he arrives at the store, paid for and ready to go.
  • When the customer orders online, you give him the option of adding any or all of the items already on his electronic shipping list which you keep synced for him across the web and your mobile app. Those items will also be ready to go when he picks up the three dinner items.
  • When the customer begins the online order for three grocery items for dinner, your website suggests that he order tonight’s featured prepared item from the in-store deli. Your website knows he likes it because it checked his order history when he logged in and he’s ordered it 4 times in the last quarter. You have the order ready when he arrives – most likely a higher margin purchase than the groceries. You can offer the original grocery items also. They’ll be ready for the next night’s dinner.
  • When the customer arrives at the store, the geofence around your store sends a messagethrough your mobile app alerting him to a special dessert item available in the bakery.
  • When the customer arrives at the store, the geofence sends an alert for a couple of the staple items on his electronic shopping list – milk, bread, eggs.
  • When the customer checks out and scans his loyalty card, the POS system prints at the bottom of his receipt (or at the bottom of the receipt emailed to the address on file) a reminder that he has just earned additional cents off at the store’s gas station partner.

These ideas just scratch the surface of what can be done with a robust, integrated customer experience. The goal is to catalog the information that is meaningful to the customer and deliver it back to him or her at the times and in the places that make the shopping experience better and faster and create a more favorable value proposition.

To learn more about getting started or improving your customer’s omnichannel experience, download the FreshXperts New to Omnichannel PowerPoint deck.

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Mike Chirveno

Mike Chirveno

I have great admiration for people who risk their personal wealth to run a small business. I'm honored to be invited into each client organization and be a part of their success.