October 1, 2021 
It seems like retail businesses are responsible for the hype created around omnichannel marketing and sales strategies. But it’s a fact that the Omnichannel approach is storming the manufacturing sector.
Almost all the B2B buyers are getting annoyed by the conventional B2B approach and have been craving an experience like B2C. What they expect as a B2C experience is a comprehensive and wholesome shopping experience across varied channels. But B2B customer journey is too professional and falls flat when an immersive customer experience is required.
Hence, to give your B2B customers the experience they yearn for, you must integrate differentiation in your e-commerce and ERP systems through omnichannel methods.
Many manufacturers are still not on board with the idea and potential of e-commerce, which is being naive. That’s even more strange as they are on board with ERP systems to streamline supply chain management.
Additionally, all manufacturers need to realize that an e-commerce platform makes them so much more visible online. E-commerce also makes it easy for clients to discover you, go for sales, find your catalog of products and return quickly to your brand.
Therefore, when ERP and E-Commerce platforms are used in a combined way for your business, it creates an omnichannel shopping experience for your manufacturing firm that helps you excel over your competitors.
Omnichannel or multichannel
Before you want to leverage your manufacturing firm with ERP and E-Commerce integration, you need first to understand the difference between a multichannel and omnichannel approach.
Usually, people use these same terms interchangeably and quite often in conversation. But you need to understand that there is a subtle difference between the two terms, and rather than the meaning, it creates a significant difference in your sales and marketing strategies.
A multichannel approach makes you manage each channel separately. It means that you need to have separate email campaigns with different goals and will be hard to integrate with the social media marketing strategy. The multichannel approach is based on an ongoing assumption that customers prefer to engage only through one channel, and which hypothesis has fallen flat on numerous occasions. Although some customers prefer a single medium, many customers go through different channels and have a consistent experience or interaction online.
This urge for constant interaction and consistent experience is why omnichannel strategy is the need of the hour. Omnichannel gives importance to each customer and tries to provide them with a cohesive experience through all available channels. By integrating all departments within the single flow of information, the clients get served throughout their sales or product journey.
Integrated channels need integrated software.
So, as we realize the potential for Omnichannel marketing, we also have to understand the role of data accessibility, data transparency, and data collaboration within an organization. This equation becomes tough to achieve for manufacturers who need to balance client expectations against profit margins. At the same time, a good integration of ERP and E-Commerce within an omnichannel creates a central deposit of data to facilitate the manufacturer’s branding and profits.
Keeping your customer information restricted to your e-commerce platform doesn’t help in integrating the experience. Integrating the e-commerce platform with the ERP platform assists in creating a wholesome customer experience through every channel. The best part of such a system is that your van creates a personalized experience for each customer through all media. Also, the integration of data helps to make the process lightning-fast and easy to implement.
An ERP and eCommerce integration also helps in coping with the varied challenges of sales and marketing. One of the most common problems online businesses face is providing the right products to the right customers. The omnichannel approach instantly sends the data from e-commerce to the ERP system to show the customers what they want.
The Crux
The primary purpose of omnichannel is not confined only to retail; instead, it aims to provide a comprehensive customer experience by integrating e-commerce with ERP. With “company name,” you can have a single solution for ERP and E-Commerce. We have combined ERP and Ecommerce for thousands of customers, and we will do it for you hassle-free. Our system and expertise will transform your business and help you realize the omnichannel potential in today’s market.
