A Complete Guide to Omnichannel Marketing

by | Nov 15, 2016 | Customer Engagement, Omni-Channel

Definition of Omnichannel

The origin of Omni is in the word “omnis,” which can mean “all.” or “universal.” or “something which is all capacious.” And channel, as we know, is a medium through which one can interact. Thus, in the context of online business, we can say that the definition of omnichannel is a multichannel sales approach that provides the customer with an integrated shopping experience. Regardless of whether a customer is using a desktop, mobile, or laptop for shopping, the shopping experience remains seamless.

But, though it uses multiple channels, it is important to note here that there is a difference between the definition of omnichannel and multichannel. The major differentiating factor between them is the extent of integration. All omnichannel experiences will use multiple channels, but not all multi-channel experiences are omnichannel. You may be using mobile, social media, and an interactive website. But if they are not in sync with each other, it’s not an omnichannel experience.

A Complete Guide to Omnichannel Marketing 

Did you know that 86% of shoppers channel-hop when they look for a particular item? Not only do they hop from shop to shop, but they also visit multiple channels when shopping. Or they might use their smartphone as a shopping assistant at the store. Given these details, 87%of retailers have realized that omnichannel marketing is an important strategy for their business. 

Offering a consistent experience to customers across different touchpoints is important for business owners. This is where omnichannel marketing can create a unique experience for customers. According to Omnisend’s Omnichannel Marketing Automation Statistics Report, omnichannel marketing goes a long way in maintaining customer relations. 

Why do you need omnichannel marketing?

Harvard Business Review carried out a 14-month study to gain insight into the shopping behavior of consumers. They interviewed around 46,000 buyers and discovered the following:

  • 7%of those interviewed preferred to shop online
  • 20% preferred to buy only from brick-and-mortar stores
  • 73% used multiple channels to shop

The study also found that the more channels the buyers used, the more valuable they proved for the retailers. For instance, the study found that buyers who used more than four channels were likely to spend 9% more than buyers who used a single channel.

An omnichannel customer experience is no longer an option among retailers, it has become essential. And with the new marketing channels surfacing, it’s an ideal time to shift from traditional marketing to omnichannel marketing.

What is omnichannel marketing?

Omnichannel marketing is making your brand available via multiple online and offline channels and ensuring a seamless experience throughout the customer journey. It is the integration of different channels to engage with customers anywhere, anytime, and on any device. And omnichannel marketing has become an essential tool, which contributes to the growth of brands while ensuring the loyalty of current clients. 

Boost the Reach of Your Marketing Efforts

The definition of omnichannel isn’t just restricted to buying activities. It also allows your customers to interact with your marketing efforts, say referral programs or loyalty programs. They can participate in your loyalty or engagement program according to their preferences, whether they want to check into a physical store to earn points, snap a photo and share it on Instagram for rewards, use a receipt code to refer a friend, or share purchase through SMS. You can use social media, emails, and mobile messages to make your program more visible. The experience and communication will remain the same across all the channels. In fact, that’s why omnichannel is such a huge hit. Obviously, as it is encompassing all the touchpoints, the participation of the customers will be high as opposed to the single-channel approach.

Why do you need to Engage with your Customers Anytime, Anywhere, and on any device?

Omnichannel marketing has become an effective strategy if you want to adapt to your customers and retain them. It has become an essential tool, which majorly contributes to the growth of brands and ensures the loyalty of clients. 

Making customer journey pleasant is important because 67 percent of the customers ditch the brand because of a bad experience. The integrated shopping experience makes customers connect more with the brand. A customer, for example, walking on the street, crossing Mcdonald’s outlet, and just at that moment receive an email from Mcdonalds inviting to try its new chicken burger. No doubt, the customer will feel a special connection to the brand.

Note: Many retailers have realized the importance of having an omnichannel approach. They have implemented it and they have seen great success. Read here how omnichannel played a significant role in the success of Topshop. Go through this blog to know how omnichannel made a success story out of Home Depot.

If you’re curious about applying specific omnichannel marketing tactics for your own business, check out the following links…

 
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