Why is everyone talking about omnichannel if no one is doing it?

Santi, the fishmonger in my neighborhood is multichannel but does not scale. Practically the whole of the Spanish Commerce could scale but it is far from being multichannel.
Santi lives in my neighborhood, so meeting him in the street is a reminder - retargeting - of his store, Santi also notifies us by WhatsApp when he receives semi-preserved cod, as if this were not enough Santi knows that if I ask for shrimp and clams I'm most likely buying for a paella so he recommends me a monkfish bone, some squid and also gives me some crabs.
Unlike the 99% of eCommerce, Santi knows that it is me he meets in the street, he knows that it is me who reads on WhatsApp: fresh cod has just arrived, and that it is also me who buys him fish to make paella on Saturdays. Santi looks at the person and not the medium, Santi adds up the information about me but Santi does not scale because neither his head nor his time are infinite.
Let's think now of Santi as if it were a database such as the database related to the web of an eCommerce; but there is also his wife Luisa, which would be another database such as the one that has the customer relationship manager - CRM -; there is also his partner with whom he shares premises, which is none other than Juan Carlos el Frutero, this would be for the purposes of eCommerce another database such as the eCommerce resource manager - ERP -. They are three databases with three very different purposes, as could be an eCommerce engine, let's say Magento; a CRM, let's say Salesforce and an ERP, let's say SAP. But they three are integrated, and they also have integrated the online part, in this case WhatsApp and Facebook with the offline part, in this case, their stores, a fishmonger and a greengrocer who share premises.
The medium and large eCommerces usually have integrated the web engine with the ERP to know the product stock and not sell something they do not have, but very few have integrated their CRM with the two previous ones; in my opinion this is due to the Office effect that Microsoft invented, that is, they have sold us super-complete solutions of which we only need a 5% of its functionality, but there is another 5% of functionality that we need but they do not bring us and also are designed to live alone without talking to anyone.
The eCommerce can scale and record much more information about me than Santi because my cell phone tells him where I am, what screen resolution it has or what pages I browse and have browsed before; yes, when I open the computer browser that same store no longer knows who I am, ... let alone when I go to that same physical store because in that case I start again from scratch but I like to be called by my name and know that I usually buy fresh cod on weekdays and make paella on Sundays.
Today we have cookies to record what a visitor to our website does, if he identifies himself we can also assign him the browsing and purchase history, if he identifies himself on his cell phone we can merge his two histories and so on. On the offline side we have beacons, GPS or network geopositioning and NFC or RFID so that a mobile application can tell us where he is. We also have loyalty cards that inform us of purchases.
Although technology is ready to identify, record activity and act combining online and offline, nobody does it because the systems are not integrated, online and offline analytics do not come together, third-party cookies only serve today to chase us all over the Internet with the same ad that we are tired of seeing. We are far from an omnichannel where the sales clerk knows that last week we saw the cicadas on the web and that we usually buy them when they are cheap. We must first take a lot of data from many sites, we must first create many business rules, but above all we must first integrate many different systems.
The integration of systems has to start from our web analytics, we are used to some metrics that are not those that Santi uses in his fishmonger, for example he knows how many of the people he has warned about the cod by WhatsApp end up buying, but if you ask an eCommerce director what is his conversion according to traffic source it is not likely that he does not know it but that he has not configured it in Google Analytics. The most common eCommerce platform among the Top 100 largest eCommerces is the custom development with a 40% of market share, we may think that this is because these people have plenty of money for innovation, but really what they do know is that it is the logic of our business who has to design the logic of our IT and not the other way around as it happens today.
I published this article in the magazine of paper of the Digital Economy Forum


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