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In practically all eCommerce events, the trendy topic for some years has been omnichannel . It is almost like talking about the Holy Grail, a myth that is believed to be possible somewhere in the world but that has not been known in Mexico. Let's start from the fact that it is common for multichannel to be confused with omnichannel and the differences are abysmal. The first allows sales from different channels : physical stores, online store, mobile application , telephone, etc. However, none of these channels connect or interact with the customer in the same way . In reality, their systems are independent and disconnected from each other, making it very difficult to provide a comprehensive experience to customers. The second, omnichannel, through the integration of systems and approved sales conditions throughout the company , provides customers with the same experience at any point of contact to generate benefits and customer satisfaction that increase their loyalty and therefore both the LTV .
Ominicality, myth or reality? Devlyn, example of omnichannel in Mexico Despite the enormous challenge that this way of operating involves, Devlyn decided years ago to take on the task of being one of the first companies to carry it out and thanks to the interview that Andrew James Devlyn, Director of Innovation of the company, I share their experiences with you. Since 2013, the company took on the task of launching eCommerce to sell its offer of ophthalmic lenses and sunglasses . Since then, the story has continued with bigger challenges every day. At this stage they discovered that electronic commerce imminently changes theJob Function Email List company's back office processes, and that without them it is not possible to carry it out. was the year of the strategy for the transition to omnichannel . Devlyn did not skimp on resources, they acquired the Magento Digital Commerce Enterprise Edition, Magento Commerce Order Management and SugarCRM platforms that allow – as it should – to have unique IDs for each client nationwide; finally SAP. In 2016 they dedicated themselves to carrying out all the necessary implementations , in addition to opening a CEDIS, activating the CRM and updating version 2.0 of Magento. Too many changes in such a short time had consequences. July and August of that same year were the months of chaos , several clients were affected due to non-compliance with their sales promise and these in turn gave them an avalanche of complaints on social networks.
Mistakes became learning After the bitter pill came the benefits . Devlyn currently has 1,200 stores operating and a catalog of approximately 25,000 skus. On average each store has about 500 to 600 of these. To give the customer a broader offer, store employees can connect to a universal catalog where they show their customers the entire range of frames they have. If the selected frame is not in the store , it will be sent to your home or to the same store within a week in the case of prescription lenses and 3 days if they are sunglasses. Additionally, if the customer is not satisfied with their purchase, they can exchange them within a maximum of one month at no extra cost. The conditions described above and more are included in 10 different guarantees applicable in any type of Devlyn store (physical or online), thus integrating its operations, business system and offer at any point of contact of the brand. [Tweet “The Devlyn store was one of the pioneers in using the omnichannel channel in Mexico”] The online store, another facilitator for sellers According to what Andrew told us, the commercial conditions of the online store were designed to favor and not compete with physical stores , and with this ensure that the business was driven by the same employees.
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发表于 2023-11-29 15:30:49