Shopping2020: omnichannel organization

Retail and e-commerce companies in the Netherlands are threatening to miss the modern consumer. Therefore, they should embrace the principles of the omnichannel organization. However, many (online) retailers still have major steps to achieve. That is what Omnichannel Organization of Shopping2020, an expert group, is presenting today

Retail and e-commerce companies in the Netherlands are threatening to miss the modern consumer. Therefore, they should embrace the principles of the omnichannel organization. However, many (online) retailers still have major steps to achieve. That is what Omnichannel Organization of Shopping2020, an expert group, is presenting today.

The expert group Omnichannel Organization of Shopping2020, the research program initiated by sixteen branch organizations, conducted qualitative research into national and international best practices of (online) retail companies. The expert group concludes that successful (online) retailers embrace the principles of omnichannel organization, a strategy in which the company is organized around the customer. In the Netherlands, however, such an omnichannel organization does not currently exist.

In its report, the expert group names seven trends that will influence Dutch (online) retail companies up to 2020. In this way, consumer spending continues to grow, but traditional shopping and online shopping are increasingly interwoven. Cross-border e-commerce will also increase, particularly in Belgium and Germany. Other important developments are the greater diversity of technical possibilities for customer contacts - for example with portable devices such as Google Glass - and the better legal protection of the consumer.

In order to respond successfully to these trends, companies must, according to the expert group, focus on the customer extremely. Trading within the omni-channel organization is strongly driven by a common conviction that the interests of the customer and customer experience are the most important, says the group. So not only in marketing and customer service, but also in IT and the operation.

According to the expert group, the success of the omnichannel organization arises further from the frequent experimentation with new concepts. In the culture of the organization, 'failure' is an accepted fact. 'This is not so much about the failure of an employee, rather the falsification of hypotheses. The demonstration that assumptions do not survive is also a successful experiment. ' Organizations that have the experiment as part of the business strategy should also focus on quick execution. "The success of the omni-channel company is in doing, rather than talking."