The internet browsing experience has become so slick that we often miss the little details. That’s the magic of omnichannel experiences. But what exactly is omnichannel marketing? Let’s find out.
Omnichannel Marketing Definition
Omnichannel marketing is the practice of using different online and offline marketing channels in a coordinated manner to provide a consistent and seamless shopping experience. Online channels include websites, email, social media, and apps. Offline channels include brick-and-mortar retail stores, in-person events, and call-centers.
Benefits of Omnichannel Marketing
Omnichannel marketing assures that no matter which way your customer accesses the information that they will receive your marketing message. Some of the key benefits include:
Improved customer loyalty
Most customers buy products from the names they have tried and trusted. Because omnichannel marketing gives constant experience to different channels and provides an individual experience for each customer, this can boost the overall shopping experience of the customer. As a result, there will be an increase in loyal and new customers.
Higher brand recall
The efforts of omnichannel marketing are focused on giving consistent experience across all platforms. Therefore, your customers can perceive your products or services in the same way in all devices or channels. This consistent experience can improve your reputation and generate higher brand recall. If you have a good brand recall, there is an increased chance your target market will make a purchase.
Not only does omnichannel marketing give you more loyal customers and improve your brand recall, but it also makes it more likely for customers to buy again. You can keep your customers and have new customers through word-of-mouth advertising or individualizing your content. When you have more customers, you have more business and greater revenue.
How to Build an Omnichannel Marketing Strategy
Omnichannel Marketing gives your customers multiple ways to access your brand. Since the channels have been increasing, the ways customers can make a purchase has become more complex. Here are some of the steps you can follow so that you can make your omnichannel marketing effective to all your customers at various touchpoints:
Understand your customers
To understand your customers, you should start by looking at the interactions they have made. Study the customer data and do an analysis of their buying styles and purchase patterns. If you don’t have enough data on your customers, make it a priority to invest in the tools that make it easier for you to collect, analyze, and record this information. When you know your customers, it is easier to develop the customers’ personas, determine the target market, and develop an ideal marketing strategy.
Use the right martech
Once you know your customers better you can decide on the methods and tools you will utilize so that you can interact with them. Picking out the tools that are suitable for your technology can be a bit complex. Nevertheless, you can find the method that best suits your marketing needs.
Segment your audience
Based on the data you gathered about your target audience, it is crucial that you segment this information. Identify what you should focus on to achieve your business goals. You can segment the information from the identified persons, purchases, and subscriptions among many others.
Personalize across channels
Personalization gives customers the feeling that they are special and appreciated. You can successfully deliver personalized content if you have the appropriate data, methods, and tools. As a result, you can make the shopping experience better, increase revenue, improve customer loyalty, and maintain consistency in all platforms.
Track your success
When you have the appropriate tools, you can track your metrics accurately. You can get the right data and identify the correct actions to improve your omnichannel marketing. Gathering the correct metrics will provide you reports on the aspects you do well on and you need to work more on your omnichannel strategies. Then, you can improve your ROI by making the necessary changes to these strategies.
Omnichannel Marketing Examples
While numerous companies successfully incorporate an omnichannel marketing strategy, some are wildly successful. These omnichannel marketing examples include:
Netflix is one of the best omnichannel strategies out there. No matter where you access your Netflix account from, your preferences and changes are immediately active. Your favorite shows and movies are available to you from everywhere you can open their app. Netflix’s seamless experience allows the customer to never have to worry whether their changes are in place or not.
REI offers a seamless experience from website to phone app to walking into the store. Any product that a customer is looking for can be accessed. Some customers prefer to do all of their business online. Others will look a product up online and order it for pick up at their local store. Still, others will look for where the product is in stock so that they can go see it in person before making their purchase.
Starbucks coffee is well-known for the coffee served at their brick-and-mortar structures. Their app provides information on every product. They have their Starbucks rewards program offering coupons and discounts and location finders. The app allows a customer to place their order and pay for it before arriving at their preferred location. Customers who are registered in the reward program can also easily track their progress. Once they reach their preferred location, services such as free wifi makes the experience even more attractive.
Sephora make-up has used omnichannel marketing to give its customers the perfect shopping experience. Their customers can go online and choose their products and purchase them there. However, they can also look and see where the products are in-stock at their local brick-and-mortar store.
They have numerous interactive aspects on their app to help the customer make decisions no matter where they are. They can easily access them from either inside or outside the store.
The Walgreens reward system has grown from the simple card that you swiped for discounts. It now gives back through reward points. No matter wherever you might access their site, you can find your ideal location. You can look up products and get information about them. You can check on their in-stock status from home before going to the store. You can order your pharmacy refills. This ease of use can be a real time-saver to the busy consumer making their app even more popular.
Frequently Asked Questions (FAQs)
Below are the answers to some of the most frequently asked questions about omnichannel marketing.
Omnichannel is focused on providing a consistent and unbroken customer experience across different marketing channels whether in-store, website, email, phone app, etc.
Multichannel is focused on providing a customer experience that spans multiple channels. However, each channel operates separately from the others. The experience is not as seamless as omnichannel.
2. Why is omnichannel marketing important?
Omnichannel marketing is important because it provides a seamless shopping experience across channels, which in turn can result in increased sales and higher revenues.
3. What is a multichannel marketing strategy?
A multichannel marketing strategy uses offline as well as online marketing channels such as brick-and-mortar stores, websites, mobile, catalogs, or social media to market a product or a service. This allows customers to communicate with brands on different marketing channels.
4. What is omnichannel selling?
Omnichannel selling is a selling approach that uses multiple offline and online marketing channels to engage customers and provide a consistent and unbroken experience across all these channels.
5. What defines a good omnichannel experience for customers?
A good omnichannel experience is when the customer can engage with a brand across multiple channels and experience consistency across all those channels. It is when a customer can easily browse your website, app, catalog, or physical store and experience consistency in all those touchpoints.
6. What is the most important aspect of omnichannel marketing?
Consistency is the most important aspect of omnichannel marketing. All omnichannel marketing strategies share one thing in common: a consistent and seamless experience across all channels.
Omnichannel is no more an afterthought, it is a must-have. But achieving success with omnichannel marketing is not easy. You must have a strategy in place, and work your way through every channel to offer a consistent and coordinated customer experience. Start with understanding your customers and make sure all your channels are synchronized and deliver the same message. The ultimate goal is to give the customer a seamless experience, which not only results in a purchase but also ensures repeat customers to deliver long term value.