Everyone knows technology is the most jargon-intensive industry going, so it should be no surprise that we’ve hit the magic number of 3,000 acronyms. And just as we think there’s nowhere else to go, along comes yet another piece of jargon: The OmniChannel
Yes, it’s been around for a few years, but right now it seems to be coming into its own. Just in case you don’t already know, according to Google it means:
Omnichannel (also spelled omni-channel) is a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.
Of course B2C businesses want to create a “seamless” shopping experience for their customers. Seams are bad. They create a discomfort, a disconnect. It’s an opportunity for the customer to say “No. I’ve changed my mind”.
But how does this translate to B2B? Surely our customers aren’t so upset by seams. They are doing a job, and many of them are professional buyers.
We propose that the benefit of the OmniChannel for B2B is not just in supporting our own buyers, it is also about creating OmniChannels for our customers’ customers. Helping our B2B customers to service their own B2C clients, from white-labelling, manufacturer-to-home and even retail packaging.
Such seamless versatility is designed to improve the customer experience and increase sales from manufacturer, through retail, into end user. And most importantly, it means we have created yet another opportunity for an acronym – the Multi-Layered-OmniChannel becomes the MLOC. Acronym number 3001. And you got it here first.