Welcome to the dark side

The future is exciting if you are a consumer. In our personal lives technology has provided us with almost limitless possibilities to share our thoughts, seek out services, digest information and air our grievances. The winners in the corporate world are the ones who can mirror that experience – providing a consistently great user offering and experience, whatever the channel used. This is what the marketers have termed “omnichannel” and what many IT departments consider an integration and logistical nightmare. Nevertheless, omnichannel is the only option for many businesses looking to attract and retain customers in rapidly commoditising markets. So, no matter how a customer comes in contact with your business, whether it be through a bricks and mortar store on the high street or via a flashy new mobile app, they will experience your brand and offering in a consistent and hopefully delightful way.