customer-experience
Omnichannel Customer Experience: How Nayomi Improved CX Across Stores, Ecommerce, and WhatsApp
Growth doesn’t fall apart because more people buy.
It falls apart when your systems stop sharing the same story.
Nayomi’s Omnichannel Success Story
Picture this- It’s 11:52 PM. A customer sees the perfect piece on your website, adds it to the cart… then hesitates. So, they WhatsApp you: “Is this available in Medium? Can I pick it up tomorrow? ”Your team replies fast: “Yes, available. You can collect in-store. ”Next day, the customer walks into the store already ready to buy, shows the chat and hears: “Sorry, we don’t have it.” Or, “That’s online stock.” No one’s rude. The customer even smiles. But trust takes a quiet hit.
That’s how omnichannel fails: not loudly but through small contradictions. This is what Nayomi learnt early. Its success was based on an omnichannel model designed to feel seamless across stores and digital touchpoints
The decision that changed everything
Jamjoom Fashion (the Group behind Nayomi) didn’t treat stores, ecommerce, whatsapp, and loyalty as separate teams doing separate work. They treated it like one customer journey with multiple doors.
Same customer. Same brand. Same expectation.
Systems that are not connected turn every door into a different reality. So, they asked a smarter question: “How do we make the experience consistent no matter where the customer shows up?” That became their omnichannel strategy. They focused not on a channel plan but built a strong system plan.
What the customer sees vs. what the brand needs
Customers don’t care which team runs WhatsApp, whether inventory sits in Oracle or a spreadsheet, or if loyalty is “marketing-owned”. They only care about one thing: “Are you reliable?” So, Nayomi built this reliability in three layers.
Layer 1: Be where customers already talk
Their customers weren’t filling long support forms. They were messaging. So, Nayomi leaned into WhatsApp-first support through Zendesk not as an extra channel, but as the main conversation line. And it worked, bringing more than 50% of customer queries through WhatsApp. That’s how they didn’t focus on “more channels.” but on “using the right channel properly.”
Layer 2: Loyalty wasn’t a campaign. It was memory.
Most brands run loyalty like a seasonal push: points, offers, emails. But Nayomi treated loyalty like the brand’s memory by connecting loyalty systems, recognizing the customers and not just rewarding them. Recognizing customers across touchpoints led to personalization, consistent engagement and predictable repeat purchases
Layer 3: Inventory accuracy isn’t just operations. It’s trust.
Availability drives trust and conversion. Customer trust breaks when they see something online and are told it isn’t actually available. They don’t interpret that as an inventory issue. They interpret it as- “This brand doesn’t know what’s going on.” So, Nayomi built real-time inventory visibility using Oracle Retail and reported:
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99.99% online accuracy
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98.5% in-store accuracy
That meant customers could rely on what they saw. And when customers can rely on what they see, buying becomes frictionless. Nayomi avoided the usual omnichannel mess through these connected systems. It noticed early and built a system before the cracks became visible.
Conclusion
Nayomi didn’t win because they discovered some magical new channel. They won because someone took the ownership. In most brands, that ownership is fragmented. Marketing sees one dashboard. Store teams see another. Support teams are stuck in the middle trying to explain the gap with a smile.
That’s exactly when leaders start hearing things like: “We should add a new tool”, “We should integrate everything”, “We should rebuild the stack”. But the real need is simpler and more strategic- You need a clear map of what’s connected, what’s not, and what’s quietly breaking trust.
Zoftware helps brands do what Nayomi did step by step:
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Spot the trust leaks (where customers get mixed signals)
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Identify the few connections that matter most (so you don’t waste months “integrating everything”)
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Turn it into a clean execution plan (so teams stop arguing across tools and customers stop paying the price)
Because at scale, omnichannel isn’t a marketing project. It’s an operating model. And Zoftware can help you build that operating model quietly, clearly, without creating new chaos while fixing the old one. Map What’s Breaking in Your CX Stack. Book your Free CX Strategy Consulting Call today.