In contemporary management literature there is no clear and widely accepted definition for “strategy”. A commonly used definition from Chandler (1962) is: "Strategy is the determination of the basic long-term goals of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out these goals"
Source: Chandler, Alfred (A). Strategy and Structure: Chapters in the history of industrial enterprise
In order to have a successful omnichannel strategy it is important to have the key elements listed below:
It is important that every department in the company is informed about what an omnichannel is. Everyone from the executive level to the sales representatives and IT department should know the company’s target and responsibilities when it comes to omnichannel. Departments such as marketing and management are mainly responsible introducing and maintaining the omnichannel concept within the company.
2. Discover where your audience is
Secondly, it is important to know where your customers are. That way you can know which channels you should focus on. It is also important to know which devices your customers use, this way you know whether to focus on the mobile friendliness of your app or website.
3. Understand your customer
Tools such as online surveys, data analytics and social media software are used to acquire information on customers’ behaviors and preferences. They also provide more insight on identifying sales patterns, customer complaints and trends. Survey tools such as Google surveys or Survey Monkey is recommended. To be up to date on Social Media Hootsuite and Sprout Social are effective. To track your search engine performance, Google analytics and GetClicky are useful tools.