The Benefits of an Omnichannel Strategy for Your Brand and Customers
by Erin Zwirn | Last Updated: Oct 28, 2022
Marketers know that creating a digital marketing experience that connects to consumers is much an art as a science. Marketers must get creative, imaginative, and test different ways to engage and build brand loyalty. As digital marketers explore and invest in new strategies to drive the proper engagement for their customer base, the dilemma for many is whether they should consider an omnichannel strategy over a multichannel. The simple answer is yes. But it's often not an easy switch – with multichannel, there are so many various customer touchpoints that primarily operate in silos. Sometimes that yes is easier said than implemented. Marketers know what they are against; consumers want an “Amazon-like” experience when shopping and interacting with brands. They expect a seamless journey, around-the-clock customer service, and personalized communication with every interaction. Brands that fail to meet these expectations will most likely get left behind. Every good marketer knows another brand in the same category is next on the shelf, or a page click away for the customer. It’s essential for this, as the upcoming holiday season points to inflationary pressure that might impact consumers’ spending plans and, as a result, brand loyalty. In many ways, the economic climate will challenge marketers to take an always-on approach to omnichannel adoption. A recent Gartner Marketing Surveyfinds that almost one-third of consumers plan to spend less this holiday season. The top concern for consumers is inflation, pushing 48 percent to shop early and 16 percent to shop year-round. Seamless Omnichannel Approaches When jumpstarting an omnichannel strategy, it's essential to create one that differentiates from many competing brands. At the core of any omnichannel strategy, the focus is on interconnecting your brand’s consumer touchpoints, such as social, website, mobile, and even brick-and-mortar shops. It helps customers seamlessly switch between these channels, which frequently happens throughout the customer journey. Tips for Creating an Omnichannel Strategy
Increase Personalized Services: Customers expect businesses to understand their needs and priorities. Any good omnichannel strategy should start with personalizing the customer experience by leveraging data through CRM, in-store technology, and digital experiences.
Create Memorable In-store Experiences: The future of in-store shopping engagement is blending with digital elements. So, the in-store focus lies in offering the best in-person experiences that engage customers before purchase and after by combining a shopper campaign with a digital component.
Incorporate Interactive Moments: Brand managers and channel marketers must stand out in the aisle. It often takes many interactive experiences – from using gamification to earn points toward a future beauty purchase to an interactive quiz accessible by an in-aisle QR code or an NFC tag on a label that connects shoppers to an experience that highlights new recipes to pair with a wine brand.
Invest in Consumer Insights: Use data to fine-tune the omnichannel experience. Data is the lead actor in the new omnichannel strategy for your brand and is the fuel that drives personalization to build a successful strategy. Integrating and exposing valuable data puts retailers and their marketing partners in a competitive position to win.
Map the Entire Customer Journey: Put yourself in the customer’s shoes as they navigate the different touchpoints to ensure every channel is optimized to put the customer at the heart of the experience with interactions across digital and in-store to meet customers where they are. While silos of multichannel marketing activations might seem like a challenge to break, once it happens, the result is keeping the customer at the heart of the journey to create a holistic omnichannel experience for all touchpoints. It helps build an arsenal of data from omnichannel experiences to understand customer behavior better and drive future experience results.
Learn how Lumavate helps marketers solve their business challenges, including creating omnichannel experiences for every moment in your customer journey.