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Omni-Channel a Boon for JC Penney

By Michelle Amodio
TMCnet Contributor

We’re all pretty familiar with the customer experience and everything related to customer relationship management. Now we’re seeing a new wave in customer service in what’s known as the “omni-channel” experience, which basically means businesses are using technology to better obtain data and help customers in need. Department store retailer JC Penney is looking to the omni-channel experience to improve business.

Omni-channel is not the latest buzzword, it is a serious business-focused solution that will deliver bottom line benefits. It’s all about the various channels customers use to communicate working in tandem to offer seamless experiences to customers no matter how or where they are shopping.

This new approach to customer service is a financial boon to brands and retailers that do it right. In fact, omni-channel shoppers spent 71 percent more than their single-channel counterparts, according to holiday 2012 survey results.

JC Penney could use a dose of the good stuff that comes with this practice, as its share price fell 9 percent following a loss during its fourth quarter.

“We are focused on accelerating our omni-channel success in delivering a seamless customer experience across all touch points, whether she is shopping via mobile, tablet, or in-store. This means having consistent style and value message while at the same time strategically using certain promotional events, such as our Sunday night flash sale to drive traffic exclusively to jcp.com,” said JC Penney CEO Mike Ullman on the company’s earnings call.

An omnichannel strategy can arm store associates with tools that increase access to information and promote efficiency. Consumers who shop across channels are actually spending more with their favorite retailers.