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Omnichannel Strategies Using a Headless Platform

23/11/2023
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eCommerce is evolving rapidly, and so are the strategies for interacting with customers.

Xavier Leoz, CIO of LogiCommerce, emphasized the importance of omnichannel strategies, especially using Headless platforms, during his presentation at LogiCommerce Connect.

Difference between Multichannel and Omnichannel

Multichannel: Refers to interacting with customers through multiple independent channels, with the primary goal of driving sales.

Omnichannel: Goes beyond, aiming to create a cohesive experience across different channels, allowing for information sharing between them, such as in mobile applications, kiosks, and physical stores.

Components of an Omnichannel Strategy

Headless eCommerce Platform: Acts as the centralized brain, managing business logic. The "headless" nature allows for smoother interaction compared to monolithic systems.

Various Points of Interaction: Include the web, kiosks, mobile applications, and physical points, all powered by the central platform.

Importance of ERP in Omnichannel

ERP (Enterprise Resource Planning): Plays a crucial role in storing and managing key information such as catalogs, prices, inventories, and customer data.

Logistics and Physical Points in Omnichannel

Diversity of Physical Points: Stores can be owned, franchised, or multi-brand, each with different roles and relationships with the central brand.

Flexible Logistics: Includes options such as home delivery, in-store pickup, and returns at physical points.

Operation of a Headless Platform

Centralization of Information and Processes: The platform centralizes processes and information, facilitating analysis and marketing strategies.

Interaction with CRM and Payment Systems: Customer Relationship Management (CRM) systems and payment gateways are integrated for efficient information and transaction management.

Specific Cases in Omnichannel

Kiosks and Physical Stores: Kiosks operate as an alternative point of sale, while physical stores can handle tasks such as order pickup and returns management.

Integration with Franchises: Systems can be established for franchises to actively participate in the omnichannel strategy, even in aspects such as payment processing.

Challenges and Considerations

Resistance in the Physical Environment: Sometimes, physical stores may see the online channel as competition, requiring strategies to effectively integrate all channels.

Flexibility and Personalization: The omnichannel strategy must be flexible enough to adapt to the different needs and configurations of each point of sale and channel.

Final Verdict

Implementing an effective omnichannel strategy using a Headless platform allows companies to offer a cohesive and efficient customer experience, simultaneously integrating different sales and communication channels.

This strategy not only enhances the customer experience but also optimizes internal operations, opening new opportunities for growth and innovation in the eCommerce world.

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