- What Is Omnichannel Marketing?
- What Is Multichannel?
- Omnichannel Marketing Examples
- Why Should You Implement Omnichannel Marketing Strategy In Your Ecommerce?
- How to Implement Omnichannel Marketing in an Online Store?
- Omnichannel Marketing Startegy in an Online Store - The Takeaway
What is Omnichannel Marketing?Omnichannel marketing is a strategy that involves the integration of all sales channels. This is done to help the company interact with its audience. What does it mean? Potential customers get a similar experience with your brand regardless of whether they interact with it through a website, an app, or whether they visit a brick-and-mortar store. This strategy isn’t solely about online channels. You may have noticed that many online stores encourage customers to buy a product online and pick it up in a local store. This is an element of omnichannel marketing. This strategy has been used for years. On the one hand, customers can conveniently search for products online, and on the other hand, once they find the right item, they collect it in the store without paying for shipping or waiting for delivery.
What Is Multichannel?Have you ever heard about multichannel? This is pretty much the opposite of omnichannel because in this case, customers can reach your offer through several channels, but these channels aren’t consistent with each other. This means that customers receive different messages. In multichannel, it’s important to identify different groups of recipients and send appropriate messages to them, depending on the channel.
- Example of multichannel marketing - Let’s imagine that you run an online and brick-and-mortar store. Potential customers see that buying online gives them a 10% discount. However, they prefer to get the product in a brick-and-mortar store, so they visit it, but it turns out that the discount is active only online.
- Example of omnichannel marketing - Let's assume that customers click on your ad on social media. They visit your website and order a product. At the same time, they decide to pick it up from a local store. Before ordering the product they call the hotline to make sure that it's actually possible to buy and collect the product conveniently.
Omnichannel Marketing ExamplesSuch strategies are used by companies from all over the world, including both tycoons and smaller brands. See how omnichannel marketing can benefit both customers and companies that have decided to invest in similar activities.
DisneyThis brand doesn’t have to be introduced, and it’s a great example of multichannel marketing. In this company, multichannel service is mastered in every aspect. When entering an attractive, well-designed website, users have their first positive experience with the brand. On the page, they can book a trip and then use the My Disney Experience tool, which allows them to make a comprehensive plan of the trip. While at the Disney theme park, users can use the app to locate attractions and check the wait time. At the same time, people can benefit from the Magic Band tool that allows them to store photos with Disney characters, and order food. The company creates a multichannel experience and provides customers with multiple features and tools. [caption id="attachment_55635" align="aligncenter" width="1291"] Source: https://disneyparks.disney.go.com/[/caption]
StarbucksOne thing that is particularly noteworthy about this brand is its app. You get a free card that you can use whenever you want to make purchases. You can check its balance and recharge it not only through the app, but also via the website, or in a local store. All the data is updated in real-time. If you're standing in line for a coffee and you notice that you don't have enough money to pay for the product, you can top up the account, and you'll be able to use the card after a moment. [caption id="attachment_55637" align="aligncenter" width="1288"] Source: https://www.starbucks.com/[/caption]
Why Should You Implement an Omnichannel Marketing Strategy in Your Ecommerce?Omnichannel marketing strategy is the future of ecommerce. By combining various sales channels, you can achieve better results, and reach different customers. First of all, such a strategy positively influences the relationship with customers. This is one of the factors that affect the number of returning customers. Keeping your message consistent across all channels builds brand credibility. If a customer comes across your product on social media, clicks on an ad, and sees a different price on the page, they probably won't choose your offer. The biggest benefits of omnichannel marketing include:
- Increased sales - this is possible for many reasons. For example, a customer orders a product online and decides to pick it up at a local store. Then, while there, they encounter another attractive product and buy it.
- Boosting the effectiveness of marketing activities - if a customer encounters an ad displayed on social media, billboards, or emails, there is a greater chance that the message will catch their eye.
- Improving credibility - this can be achieved by various activities. Keeping the message consistent is one of them. Allowing customers to get in touch with the store in a number of ways is another one. Buyers should be able to contact you not only by phone, but also via a chat, or a contact form. They should also be able to visit your brick-and-mortar store and ask questions there.
- Greater brand reach - making your company visible across various channels will help you reach a larger audience and make your brand even more known and recognizable.
- Meeting the expectations of customers - customers have higher and higher expectations. The fact that they can buy a product online and pick it up in a local store allows them to solve numerous problems, such as the need to quickly replace damaged equipment they need.