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What is Omnichannel marketing?

Just what is omnichannel marketing?

If we’re thinking investments, you want to keep it diverse and lessen the risk of losing it all, right?

The omnichannel approach is the marketing version of this. It’s a way of having your marketing efforts work together, using the different platforms in conjunction to minimise risk. Helping you find your customers at every corner.

Defined as a cross-channel marketing discipline, it ensures that your content is aligned across multiple channels and platforms. This gives the buyer a consistent content and brand experience, allowing you to seamlessly switch between channels whilst retaining customer engagement.

It is incredibly rare that you find a customer on a single platform, an issue that omnichannel marketing addresses. It ensures that the buyer’s journey is smooth, regardless of the channel or platform that they are using. You can meet your customers at different points in the journey, on different channels.

 

Think back, when was the last time you bought something online on your first visit to that channel? It’s likely your purchase journey looked something like this:

 

Phase 1 – An advert grabbed your attention whilst scrolling through Facebook or Instagram

Phase 2 – Once clicked on, this redirected you to their website landing page with the product details, reviews, and information

Phase 3 – You were interested in the product, and added it to your basket to buy, before being distracted by something else and not completing the purchase

Phase 4 – A few days later, an email pings through, reminding you that the product is still in your basket and asking if you’d like to complete the purchase. They also sent through a discount for first-time buyers!

Phase 5 – You bought the product, the interest combined with the reminder sold you.

Phase 6 – That same store then displays adverts on Google and Social media feeds, appearing over the next few weeks, advertising the rest of their product range, encouraging you to return to the site.

 

The above sequence is OmniChannel marketing in action. (Adapted from Toolbox Marketing)

It is a personalised experience, providing relevant content to the users and guiding them through their purchasing journey.

The keys to creating a great Omnichannel experience

Make It Personal

Reach out to customers with a customised message at the right moment

Be Consistent

Integral to a successful omnichannel approach, consistency includes not only the communications being sent out but also the visual imagery and user experience. A cohesive, consistent approach allows for a smoother process, and ultimately, more sales.

Choose the Right Channels

Know your audience. Research your audience. And then find out where to find them. On these channels, increase your presence – this is not limited to digital channels. It can be social channels, the retail experience, and other offline channels.

Optimise Your Strategy

It is an iterative process, simple steps that can be tweaked and adapted until they are optimised. Ensuring that metrics are being measured is key, and then working on the process and messaging to get results.

Orvis' Omnichannel Strategy

Take a look at Orvis for a great example of an omnichannel strategy. They are a high-end sporting goods retailer that have really drilled down and learned who their customer is.

 

With a customer base consisting of affluent consumers, generally aged 50 +, Orvis knew that this demographic was using digital technology, but had yet to fully adopt it, as some younger demographics have. With this in mind, Orvis provided their employees with tablets, containing CRM (Customer Relationship Management) and E-Commerce tools.

 

This meant that while in the brick and mortar retail space, staff could order out-of-stock products to the store, and consumers could buy products in-store, as well as ordering online through staff members, as well as providing staff with a full database of detailed product descriptions. This unified the customer experience, all stock records were cohesive, and the amalgamation of the in-store and digital experience meant that customers had a positive experience of the brand.

 

Not only did this approach increase in-store sales, but it also provided the marketing team with data. The CRM tools allow staff to identify loyal customers, understand their habits and purchase history, and allow them to create more targeted personalised offers.

 

Thinking about implementing your own strategy, or want to know what options you have? Chat to us.