What is Omnichannel Marketing?


Omnichannel marketing refers to the marketing approach, where all the channels are integrated to support each other rather than being in silos. These channels work together to create a seamless experience for the customers. Omnichannel is popular these days due to technology advancement such as CRM systems, data analytics, and marketing management tools, among others.

Since the online channel has come to the mix, some have questioned the costs incurred by brick and mortar locations. However, in recent years e-commerce giants like Amazon have started investing in physical stores, an exciting study of the Omnichannel approach. We have seen many examples of an omnichannel approach without paying much attention to it-

  1. While a customer shopped online on Target, they can pick up their order in the store or check online about the availability of an item in their nearest store.
  2. While shopping in a strip mall, a customer receives a message from their credit card issuer about an offer (with the card) on a particular brand. The brand is in the same location, a great example of geo-tagging.

Characteristics of Omnichannel Marketing:

1. Customer-centric

While multichannel marketing wants customer engagement through as many channels as possible omnichannel strives for customer engagement as one whole process across all channels. This provides a seamless experience to the customer and wows them, helping a brand build a better relationship with them.

2. Consistent

Omnichannel marketing primarily focuses on the customer’s experience, which allows them to perform consistently across all the channels. Great care should be taken to ensure that customer experiences at a channel are the same as the other channel. Imagine the disappointment of a person who goes to pick up their stuff at a store after receiving a message that their order is ready, finding that the order isn’t at the customer pick-up center.

 3. Seamless

Omnichannel should simplify the process by using data to derive insights on how to remove effort. This should be a lean, seamless process to avoid wasting time, money, and effort from both the company and the customers.

Some brick and mortar companies are late adopters to the approach. Still, they have better luck with the omnichannel strategy than competing with giants like Amazon without a plan and getting burnt in the process.

For beloved brands like Macy’s, Sears, or JCPenney, it is imperative to aggressively apply omnichannel marketing while integrating internet, email, social media marketing efforts, and their brick and mortar store. They already have brand equity, but the time is to evolve and rise to the occasion. With a seamless user experience with omnichannel, brands will also experience customer loyalty and an increase in revenue.

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