RP2 – Multi Channel User Experience

by carmichaleain Art Direction: Advanced Web Design, Development Research Blog, Year 2on Posted on

What is a multi channel user experience?

A multi channel user experience is when companies use a variety of methods such as social media, email, the web, leaflets and other channels to engage customers (NGDATA, 2017). Customers often use a variety of different devices or no devices at all and companies must use a variety of methods to engage customers so they are able to get the most interaction. This can be difficult for companies to keep up with because technology grows so quickly and if they fail to keep up they are likely to lose consumers.

Examples of this:

ASDA:

Online:

This is the ASDA website:

Fig 1. Screenshot of ASDA’s website with a link for their rewards app circled (ASDA, 2022).

When you go to ASDA’s website, the first thing you are greeted with is an advertisement for their rewards app. They have used bright colours and ensured that the box encasing this is larger than the other adverts, all to grab the consumers attention.

Fig 2. What you see when you open the ASDA rewards app after logging in/ creating an account.

This app encourages customers to spend by giving them goals of buying certain products to receive rewards. The majority of these products are full price, high-end items that they may otherwise sell less of.

Fig 3. What the customer sees when they scroll down on the app.

When you scroll down, you then see links to George (ASDA’s clothing range) and for the pharmacy along with an offer to encourage customers to impulse buy.

Fig 4. What the customer sees when they continue scrolling on the ASDA rewards app.

When the customer continues scrolling they then see a link to apply for ASDA’s credit card, along with an offer of saving money when they spend it. By clicking this, the customer is then taken to another website to apply for the card. This screenshot also shows ASDA showing the customer the George clothing offer but in a different format and with different text.

Fig 5. ASDA’s scan and go app as seen by customers in the Google play store.

Customers also have the option of using ASDA’s scan and go app to make things quicker for them in store. They sign up using their mobile number and they can use a scanner in store or their mobile. They then scan their products as they shop for a faster checkout at the end.

In store:

The following images show ASDA using a multi channel experience in store to engage customers.

Fig 6. Scan & Go and ASDA rewards advertisements in store.
Fig 7. Leaflet for ASDA rewards.
Fig 8. Leaflet for fireworks they will be selling soon.
Fig 9. Scan & Go devices in store.
Fig 9. ASDA rewards leaflet.

All these different channels and services available with ASDA encourage customers to keep shopping with them through convenience (scan and shop) or rewards (ASDA rewards and credit card). They also use these different channels and services to widen the market and gain more customers.

References:

NGDATA (2017) What is omni channel customer experience? [Online] Available online: https://ngdata.com/what-is-multi-channel-customer-experience/#:~:text=Omni%2Dchannel%20customer%20experience%20involves,touchpoints%20to%20maximize%20customer%20experience.

ASDA (2022) ASDA [Online] Available online: https://www.asda.com/