What's an action Omnichannel customers take when deciding to make a purchase?
Omnichannel customers make purchases in silos, either online and in-person
Omnichannel customers interact with a product or service at the store versus digitally
Omnichannel customers make purchases in-store only and account for disproportionately more sales
Omnichannel customers interact with a product or service digitally multiple times before purchasing
Explanation
Analysis of Correct Answer(s)
The correct answer accurately describes a key behavior of omnichannel customers. The omnichannel journey is defined by a seamless and integrated experience across multiple online and offline channels. Customers often begin their purchasing process with digital research. They might discover a product on social media, read reviews on a blog, compare prices on a website, and check inventory via a mobile app before ever visiting a physical store. These multiple digital touchpoints are fundamental to their decision-making process, even when the final purchase is made offline. This behavior is often referred to as "research online, purchase offline" (ROPO).
Analysis of Incorrect Options
- "Omnichannel customers make purchases in-store only...": This is incorrect. This describes a single-channel customer. Omnichannel customers engage with a brand across various channels, not just one.
- "Omnichannel customers interact...at the store versus digitally": The term "versus" implies competition between channels. The core of omnichannel is the synergy and seamless integration of channels, not conflict.
- "Omnichannel customers make purchases in silos...": This describes a multi-channel strategy, where channels exist but are not integrated. An omnichannel approach breaks down these silos to create one unified customer experience, allowing for fluid movement between online and in-person interactions.