Omnicanality is the integration of all existing channels in the market. In this way, interrelated paths are generated so that a client, who initiated a communication through one channel of interaction, can continue it through another. Omnicanality could be summarized in the intention of unifying all the channels in which a company is present and that the client does not appreciate differences. At RFL we are specialists in applying tailor-made logistics solutions for any type of industry, and we are also aware of the importance of omnicanality in maintaining a lasting relationship with customers and improving their experience.

The implementation of an omnicanal strategy in logistics, not only helps to improve results and customer experience, but also allows the company to be more efficient and improve response times in all logistics processes. For example, a client, or a potential client, who establishes a communication in Social Networks can continue through an email and end it in an office visit. All the information in this relationship must be updated in order to provide a correct service, without duplicity or errors.

he challenges of omnicanality

The challenge, or the great difficulty, of applying omnicanality is that it is necessary to work to coordinate all parties involved, so that the unified response to the client is one, even though there are several areas of the company interacting behind it. Right now one of the most advanced sectors in the application and development of the omnicanal strategy is the retail sector, followed by logistics.

Advantages

Two of the main advantages of applying omnicanality are:

• Brand image. Customers appreciate the flexibility with which the company acts because it facilitates communication. In this way, loyalty can be built and market share can be gained.
• Productivity. Although the process of integrating an omnicanal strategy can be complex, once it is already integrated, it increases productivity. There will be total and absolute control of stock, as well as purchase processes and information management.

The omnicanal warehouse

The application of the omnicanal model implies a transformation of the logistics centres. Obviously, the space remains the same as it has the same areas (storage, order preparation, loading and unloading docks…) but the difference lies, of course, in the needs. It must manage the entry of orders online, physical stores and other channels at the same time with what the organization is key.