Many view omni-channel as an improved execution of cross-channel, a better explanation of omni-channel is that the mobile app experience must be uniform across platforms and devices. Omni is short for omniscient which means perceiving everything, combined with "channel" it means allowing users to own their data and enable them to use it for creating context for future experience.
Omni-channel for Consumers
Mobile is the channel of choice for customers for interacting with products and services. In order to generate leads, however, the marketer has to go beyond elegant design to create ergonomic navigation and easy access on the device of choice. The mobile app developer’s responsibility is to create applications that offer synchronized experience on the different mobile platforms — from Android, iOS to Windows Phone and from tablets and smartphones to wearable devices.
If the above takes care of the front-end needs, the backend is equally critical, as with more channels for accessing the brand, it becomes imperative to give a seamless service by managing data and traffic effectively. Timing is the key.
Developing an Omni-channel User Experience in Mobile Apps
From the above graph it is evident that the focus remains mobile and internet, these two forms the basis for omni-channel user experience. Disney is a prime example for a brand that has capitalized on the omni-channel, through their responsive website that works well on all devices and their mobile app allows users locate attractions they may want to visit and estimate the waiting time. Their Magic Band tool can be used as a hotel room key, photo storage device, and for ordering food.
Major IT companies are promoting app delinking so that customers can install apps and easily open different pages of the app from external sources. This helps mobile shoppers to easily access multiple pages of the m-commerce application they are browsing without any challenges of routing. The process is picking traction lately as more and more mobile app developers are gaining awareness.
Mobile application functionalities are being integrated by many retailers with their physical stores so that customers can make orders from their mobile device, check availability, buy, and even place orders that can be picked up later on the way from work to home. All of this expedites the shopping procedure for customers and also keeps them updated on product availability. Also, query inputs by customers prepare the retailers to render better customer experience through proper data interpretation.