All about omnichannel

A single ecosystem

Digitalization has been a fundamental factor in the surge of the omnichannel, driven by the growth of e-commerce, increased use of smartphones, and evolving customer expectations.

Today, consumers demand a personalized experience at all touchpoints with the brand. This has led to companies adopting the omnichannel strategy to satisfy these new demands.

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What is omnichannel?

Omnichannel is a business strategy that seeks to seamlessly integrate and coordinate all available communication and sales channels to provide a consistent and personalized customer experience.

This means that customers can communicate with a company through multiple channels (physical stores, websites, social media, mobile apps, email, phone, etc.) and feel that they are interacting with a single brand, regardless of the medium they choose.

Difference between multichannel and omnichannel

Multichannel and omnichannel strategies, although they share the aim of reaching customers through various channels, differ fundamentally in their integration and coordination.

On the one hand, in the multichannel strategy, each platform operates more or less independently, and there isn't necessarily a smooth integration between them. They may work well separately, but the customer experience may be discontinuous and unsatisfactory if they switch from one channel to another.

On the other hand, in the omnichannel strategy, all platforms are interconnected. Customer information is shared and updated in real time across all touchpoints. This allows them to move seamlessly between channels and receive a personalized and consistent experience in each channel.

In summary, the multichannel strategy simply offers multiple platforms in a more independent manner. While omnichannel focuses on the integration and consistency of all these platforms to improve the customer experience.

Advantages of omnichannel

Benefits for companies

Improves customer experience: companies offer a consistent and seamless customer experience at all touchpoints. This increases customer satisfaction, loyalty, and retention.
Increases sales: by providing an integrated shopping experience, customers are more likely to complete their omnichannel purchases, which translates into an increase in sales and profitability.
Operational efficiency: synchronization of inventories, data, and management systems between channels optimizes operational efficiency and reduces costs.
Competitive advantage: following an omnichannel strategy can differentiate a company from its competitors and attract customers who seek a better shopping experience.

Benefits for customers

Uninterrupted shopping experience: customers can initiate a purchase in one channel and complete it in another without any friction, enjoying a seamless and consistent experience.
Greater convenience: the freedom to choose the channel that best meets the customer's needs at each moment, whether it be a physical store, a mobile app, or a website, improves their satisfaction.
Access to consistent information: information on products, prices, promotions, and services is available in a uniform manner across all channels, removing confusion and generating trust in customers.
Personalized and proactive support: with a complete view of the customer's history and preferences, companies can offer personalized and proactive support, anticipating their needs and offering faster and more effective solutions.

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How to implement an omnichannel strategy

1. Definition of objectives

What are you looking to achieve with omnichannel? Improve customer satisfaction, increase sales, or reduce costs? Having defined objectives will help guide the overall strategy and make good decisions at every stage of the process.

2. Customer understanding

It is essential to have a deep understanding of customers, their preferences, behaviors, and favorite interaction channels. This will allow you to create an omnichannel experience that responds to their needs and expectations.

3. Selection of channels

Choose the most relevant channels for the company and customers, considering their preference, relevance to the business, and ability to offer a seamless and personalized experience.

4. Integration of systems

Unify CRM, marketing, sales, and customer service systems so that data is available across all channels securely and in real time. This ensures a consistent experience and avoids friction in customer interaction.

5. Consistency in communication

Marketing communication, promotions, and customer service messages must be consistent across all channels.

6. Team training

Provide employees with the necessary training to use the different communication channels and offer high quality customer service in each of them.

7. Continuous measurement and analysis

Continuously monitor and analyze the results of the omnichannel strategy to make the necessary adjustments and optimize its effectiveness. In this way, you can identify areas for improvement and make data-driven decisions.

8. Flexibility and adaptability

The digital landscape is constantly changing, so the strategy must be flexible and adapt to new trends, technologies, and consumer behaviors.

Repsol and omnichannel

At Repsol, omnichannel isn't just a concept, but a palpable reality in each interaction with our customers. Since 2017, we have made digitalization a fundamental pillar of our strategy, involving the entire organization in a plan that encompasses more than 130 initiatives driven by a team of nearly 1,000 professionals. Among the key technologies that we adopt (Big Data, data-driven, Artificial Intelligence (AI), IoT, RPA, omnichannel, robotics, and blockchain), the omnichannel strategy stands out for its capacity to transform the customer experience and optimize our operations.

Our omnichannel strategy

The customer at the center: the starting point of our omnichannel strategy is the customer. We design our digital solutions taking into account their needs, expectations, and preferences, always seeking to offer them a smooth, personalized, and satisfactory experience.
Integration of channels: we have unified our systems and data so that customer information is available across all channels securely and in real time. This allows them to access their information, make purchases, manage their accounts, and receive support quickly and easily, no matter which channel they use.
Personalization: we use data and analysis to better understand our customers and their preferences. In this way, we can offer them personalized recommendations, relevant offers, and an experience adapted to their individual interests.
Omnichannel customer service: our customer service team is available across all channels, from telephone to chat and social media. Customers can choose the channel that best suits their needs and receive fast, responsive, and personalized attention.

Omnichannel examples in Repsol's strategy:

Waylet: our mobile app, which goes beyond payments, offers personalized discounts, exclusive promotions, and integrates the shopping experience both at service stations and at associated stores.
Repsol Vivit: it is the electricity and gas Customer Area, where you can manage your contracts, check your bills, control your consumption, or know the energy consumption of your appliances.
Repsol Guide: it offers relevant content on service stations, routes, points of interest, and much more, all digitally and accessible through multiple channels.