Why omni-channel design is the key to customer loyalty
With 95% of customers flitting across at least three channels during a single interaction, and a staggering 62% switching devices midway, the mandate for consumer brands is clear.
Today, brands that adopt omni-channel design will foster loyalty, increase sales and create a consistently satisfying experience for their customers, no matter how they choose to engage.?
Dive in as we unfold the blueprint for designing a first-class omni-channel experience...
Designing cohesive customer experiences
The essence of omni-channel lies in the seamless integration of commerce platforms, ensuring that different channels not only coexist but also complement and enhance one another. Customers, whether they arrive via an app or walk into a store, should encounter a harmonious brand experience and a frictionless path to purchase.
Consider 耐克 , one of the world’s most recognisable brands and a trailblazer in omni-channel experiences. Centred around their Nike App, they have extended their presence into tangential markets, all connecting and leading to customer purchases.?
Beyond digital transactions, the app offers personalised content ranging from the latest sneaker drops to sustainability news and bespoke podcasts - all tailored to your interests and journey with Nike.?
Going further, their physical stores bring the digital experience to life with Nike + trial zones. Here, customers can try on footwear with the convenience of app-enabled stock searches and tailored in-store offers.
Finally, through their Run Club App, Nike allows customers to connect their latest running shoes to mobile devices. This connection unlocks personalised insights tailored to their unique habits and preferences, accessible across any device.
Championing individuality
It’s no secret that personalisation plays a critical role in crafting meaningful customer experiences. In fact, McKinsey research highlights that 72% of consumers expect businesses to recognise them as individuals and cater to their interests, emphasising the need to go beyond one-off transactions to build deeper customer connections.
Fortunately, the abundance of consumer data available to brands makes personalisation more achievable than ever.?
Tesla is a shining example. Over time, the company has built a cross-industry user experience with data-driven personalisation at its heart. Their approach extends through the entire customer journey, from vehicle design and driving experience to after-sales services like charging and insurance.?
By collecting data from driver interactions and their autonomous fleet, Tesla is able to refine both hardware and software to match diverse customer needs. Driver profiles go beyond seat position to cabin settings including temperature, lighting, dashboard display and driving style preferences like suspension and power delivery.?
Weaving brands into lifestyles
Omni-channel is not just multi-channel; it's about creating ecosystems that integrate into our customers’ daily lives.? By orchestrating networks, experiences, and events, brands can foster a community around their offerings. This not only positions them as market leaders but also opens doors to new sectors that might have been unrelated to their initial brand image.
Bringing together multiple platforms, Meta have begun to master an ecosystem that allows their users to switch seamlessly from social interactions to professional engagements, news consumption, and entertainment experiences. By uniting individual platforms, they have created an omni-channel experience that connects with its users throughout their lives.?
Perhaps accelerated by recent trends for home working, Meta are planting their flag into the workspace too, leveraging their communication and sharing pedigree with Meta’s VR world to create virtual workspaces that could offer a glimpse of the workplace of tomorrow. Tools like virtual meetups, 3D model sharing and virtual desktops are just the beginning.?
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5 Steps to master omni-channel design
Omni-channel is about being where your customer is. To remain competitive, brands must transform disjointed transactions into delightful interactions.?
Next Steps
As consumers, we crave seamless, consistent experiences that make our lives easier and more enjoyable. We gravitate towards the brands that truly get us—the ones that anticipate our needs and exceed our expectations at every touchpoint.
Omni-channel design isn't about 'being everywhere' - it's about creating personalised experiences that resonate on a deeper level. By creating a harmonious experience, you position your brand to deliver meaningful value, build lasting relationships and thrive in an ever-changing marketplace.
Talk to us today about designing cohesive customer experiences ??
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About Rodd
Rodd is a design and innovation agency dedicated to helping innovative brands do beautiful things.
We work within the inner circle of some of the world’s leading consumer brands and sustainable innovators.
For two decades, we have been at the forefront of brand innovation, helping our partners navigate strategic challenges and tell their story through beautifully executed design.
Together, we will help your brand decipher what’s right for your progress, for people and the planet.
Find out more on https://rodd.uk.com/ or drop us a line at [email protected]