Omnichannel Strategy

Omnichannel strategy is a form of sales in which a company uses more than one channel to sell
its products. The omnichannel strategy is carried out to increase product sales and also add new
customer cement. The omnichannel strategy can be applied in the form of web development,
applications or through campaigns on social media. The company tries to get closer to its
customers and opens new gaps for consumers in an effort to access products. With an
omnichannel strategy, companies can increase sales significantly. This happens because the
company's revenue stream comes from various directions.

Omnichannel Strategy At Steve Madden's Company

Steve Madden is a fashion company that sells shoes, clothes, and other design products. The
company sells products to retailers around the world. In terms of sales, Steve Madden sells his
products through social media and sales through the company's official website. To implement
its omnichannel strategy, the company launched Certona real time to provide an integrated
experience for consumers to browse, share and buy Steve Madden products. For consumers, the
use of Certona can provide a different shopping experience. Customers will get the best product
references according to the characteristics of these customers. For retailers, the presence of
Certona can assist retailers in identifying new customers and being able to target sales content
specifically and strategically. For consumers, they will receive product recommendations that
suit their individual tastes. Certona uses an algorithm that is able to read every desire from
consumers and determine the appropriate product reference. For retailers, they can use Certona
to align initiatives with customer preferences. With good capabilities, this platform is able to
provide visibility about specific campaigns, products and content that resonate with buyers.
Retailers can predict what customers want. In addition, they can monitor the development of
fashion in the community so that they are able to sell products that are in accordance with the
times. Every company's omnichannel strategy is different. This depends on the product segment
as well as the intended target consumer. In this regard, there are differences between companies
that use an omnichannel strategy and those that do not use the following:

Using omnichannel:

 Profit comes from various sources

  Easier to detect new market segments
 Higher customer loyalty
 Easier to reach by customers

Companies that don't use omnichannel:

 Income only comes from one channel

 New market segmentation analysis tends to be slow
 Lack of consumer loyalty
 Product purchases are only accessed through one channel