Mastering omnichannel CX: Lessons from Wyze and Olly Vitamins

Ever wondered how top brands navigate the complex world of omnichannel customer experience? In this eye-opening episode of the CX Mixer podcast, we dive deep into the strategies and challenges faced by two industry leaders: Logan Dunn from Wyze and Jennifer Peters from Olly Vitamins.

From managing retail partnerships to leveraging TikTok Shop, these experts share invaluable insights that will reshape how you think about customer experience across multiple channels. Let’s unpack the key takeaways that could transform your approach to omnichannel CX.

The omnichannel balancing act

Both Wyze and Olly Vitamins operate in a complex ecosystem of sales channels:

• Direct-to-consumer (D2C) websites
• Retail partnerships (Target, Walmart, Home Depot)
• Amazon
• TikTok Shop

This diversity creates unique challenges:

1. Warranty claims across channels

2. Inventory management

3. Consistent brand experience

4. Data integration

Logan highlights a key issue: “Warranty claims is a place where it breaks down because from the DTC side we have all the order history. It makes it really easy. But as soon as you start to get the whole like, ‘Oh yeah, we bought on Amazon or we bought in the Home Depot,’ you have to handle those a little bit differently.”

Jennifer echoes this sentiment, emphasizing the complexity of resolving issues when customers start with Amazon: “You’re already at a disadvantage by the time you come to us because you’ve already had that ‘I have to tell my story twice’ moment, which is the worst.”

Breaking down silos for a unified CX

The podcast reveals a crucial insight: success in omnichannel CX requires breaking down internal silos. Jennifer cautions against a common pitfall:

“One of the most dangerous things in omnichannel business is siloing of businesses and siloing of channels. And it is almost impossible to come back from it if you structure your team that way.”

Instead, both experts advocate for a unified approach where teams collaborate across channels. This mindset shift is essential for delivering a consistent brand experience, regardless of where customers choose to engage.

Leveraging data for personalized experiences

A key strategy both brands employ is using data to create tailored experiences across channels. Wyze utilizes Snowflake as their Customer Data Platform (CDP), allowing them to:

• Track customer interactions across channels
• Personalize marketing efforts
• Optimize inventory management

Logan explains: “We’ve created a customer journey map that includes most all of our customers and is the experience we ideally want. And it’s based on like, do you have a camera or not? Because that’s where we attach our subscription.”

Olly Vitamins takes a unique approach, using print marketing to bridge the gap between online and offline experiences. Jennifer shares: “We introduced this year a receipt scanner so that people that are in the store can also be in the loyalty program without having to be a D2C shopper.”

This innovative strategy allows Olly to:

• Reward in-store purchases
• Gather valuable first-party data
• Create a more unified brand experience

The TikTok Shop dilemma

One of the most intriguing discussions centers around TikTok Shop. While both brands have experimented with the platform, their experiences and outlooks differ:

Jennifer expresses skepticism: “I feel like it’s really incredibly difficult to control the customer experience of customers that you have that are coming to you into your brand through TikTok shop.”

Logan, on the other hand, sees potential despite the challenges: “I do believe that this is a shift that’s coming because we see it happening in other cultures and countries right now. But I completely agree with Jennifer on it’s a mess right now.”

Key takeaways on TikTok Shop:

• Potential for high sales volume, but at a cost
• Challenges in customer communication and data integration
• Uncertainty around the platform’s future in the US market

What we learned about omnichannel CX

This episode of CX Mixer offers a wealth of insights for brands navigating the complex world of omnichannel customer experience:

1. Break down internal silos to create a unified CX strategy

2. Leverage data to personalize experiences across channels

3. Be strategic about new platforms like TikTok Shop – weigh potential benefits against operational challenges

4. Innovate to bridge online and offline experiences (e.g., Olly’s receipt scanner for loyalty programs)

5. Prioritize clear communication and seamless experiences, especially when resolving issues across channels

The future of CX is undoubtedly omnichannel, but success requires a thoughtful, integrated approach. By learning from the experiences of Wyze and Olly Vitamins, you can start building a more cohesive and effective customer experience strategy for your brand.

Ready to dive deeper? Listen to the full episode on YouTube, Apple Podcasts, and Spotify for even more actionable insights and strategies to elevate your omnichannel CX game.