24 Nov 2021

Focus on the customer: the Jumbo retail chain relies on omnichannel

Customer interview with Marco Knecht

The omnichannel concept always focuses on customers. They can find the information they are looking for at any point in the customer journey - via any channel, at any time, from any location. Our customer, the Swiss retail chain Jumbo, has also set itself the task of making customers' needs the focus of its sales strategy: "We want to offer customers what they need and not tell them what they have to buy," is the motto of Marco Knecht, Team Leader Digital Commerce Solutions at the Swiss retail chain Jumbo.

What is omnichannel?

Omnichannel retail (or omnichannel commerce) is a multichannel sales concept that focuses on a seamless customer experience, regardless of whether the customer is shopping online via a mobile device or laptop, or offline in a physical store. According to the Harvard Business Review, 73% of all customers use multiple channels during their customer journey. The Bloomreach State of Commerce Experience 2021 study shows that almost half (44%) of B2C shoppers and 58% of B2B shoppers say they always or often research a product online before going into a store. Even when they are in the store, they continue their research online at the same time. Only when the customer has gathered as much information as possible from a variety of sources to support the purchase decision will they decide to buy from a retailer. Omnichannel activities focus on the experience of the entire target group - not on the experiences of a single customer on the various channels.

Marco Knecht from Jumbo has also recognized the potential of this strategy: "The goal is, of course, that the customer can cover every need via every channel, regardless of how they come into contact with us. That's the omnichannel idea".

Find out how he developed the company from a product-centric to a customer-centric focus and what steps were necessary to achieve this in our joint interview with Janine Poser, Expert E-Commerce Consultant & Team Lead Sales Platform diva-e. And all sponsored by Spryker.