Omnichannel marketing strategy has been embraced by top retail brands, but the small ones are no more lagging. With evident results, retailers have understood its significance and hence, find out the top strategies to expand their target customer reach and engagement.
Did you know shoppers hop from one online shopping channel to another; they shop across multiple shopping channels for a brand. Surveys show that about 86% of individuals use more than two channels regularly for shopping, whether brick-and-mortar shopping, application, or web shopping. This omnichannel strategy is known to 87% of retailers and is believed to be crucial for most businesses.
According to retailers, to stay at the top of their business games they need to provide steady experience to customers across multiple touchpoints. So, if you are a retail owner, then it is time you consider the significance of the omnichannel method of marketing on your business and accordingly, incorporate it to offer a unique experience to your customers.
But before that, let’s understand what omnichannel marketing is, in a detailed manner.
What is omnichannel marketing?
A study conducted by Harvard Business Review suggests that 73% of customers use multiple channels in their shopping journey. For example, the survey discovered that shoppers who utilized four or more channels spent 9% more in the shop than those who only used one.
The goal of omnichannel digital marketing is to provide a constant consumer experience across all touchpoints. These include both online and offline marketing channels. Digital channels include mobile advertising, e-commerce websites, and social media, and offline channels consist of emails, physical encounters, print advertisements, billboards, storefronts, and more.
To put more simply, omnichannel marketing refers to setting up your brand’s presence across multiple online and offline channels to ensure a positive and seamless customer journey.
The main purpose of implementing the omnichannel technique is to build better relationships among customers and provide them with top-class shopping satisfaction and experience. Hence, nowadays, retailers are extremely indulged in incorporating this strategy to achieve their goals of being their customer’s first preference.
Are multichannel and omnichannel methods of marketing the same?
No, they are two completely different concepts. Although, both marketing method involves establishing a foothold in more than one shopping channel. The key purpose of retailers using multichannel omnichannel marketing strategies is to expand their customer reach and experience.
Multichannel marketing is more business-oriented and the omnichannel approach is entirely customer-centric. Multichannel marketers use multiple channels to run campaigns for their retail businesses, whereas, omnichannel marketers use AI-led data to comprehend customer behaviour and which channels are mostly preferred by them.
What is omnichannel marketing automation and why it is important?
It is automation software that allows a business to maximize interaction across all of its channels while requiring minimal operational work.
Marketers may use omnichannel marketing automation software to construct plans ranging from simple first touchpoints, such as a welcome notice, to complicated multi-step programs. With an omnichannel platform, all actions are carried out in unison across all channels.
Top omnichannel marketing strategies employed by marketers
Presently, most of the retailers of big brands are considering implementing the omnichannel approach. Moreover, this method is also being employed by the top digital marketing agencies that deal with retail clients.
Hence, following these effective omnichannel strategies can help any digital marketing company or retail owner to enhance customer engagement, reach and loyalty.
1. Leave no stone unturned when it comes to customer experience
As a retail owner, you need to ensure that your customers get the best shopping experience. For that, your ad campaigns should solely emphasize customer needs and what is best for them. Information regarding any product or service should be easily accessible to them.
2. Make use of the AI-driven data
You should try to utilize the data that can be gathered from multiple platforms like user profiles, search behaviour, purchase pattern, demographics, etc. This is because it is important to understand your target consumers and their brand interaction. Try to interact with customers on all channels and if necessary, ask for customer feedback.
3. Message personalization and consumer categorization
Customization of messages is an integral part of omnichannel marketing strategy. Therefore, categorizing your subscribers can help you send personalized messages to a particular segment. This segmentation can be done by demographics, gender, location, age, engagement levels and shopping behaviour. Omnichannel marketing automation software can make your task easier.
4. Addressing customer issues
Many websites are configured in such a way that assistance chats look like a sales pitch, and sometimes, the pop-ups can be too annoying for the visitor. That is why you need to understand that automated systems should be helpful to customers and must be convenient to use when addressing an issue.
5. Effortless and less complex payment gateways
Help customers get a seamless payment experience. Otherwise, the too rigid and complex payment method can make customers hesitate to order next time from your platform. There should also be a time-lapse to complete the payment.
6. Customer journey tracking
This omnichannel digital marketing strategy is quite important. Because tracking via off-domain platforms with URL builders can help retailers understand customers’ every swipe and every click on an app. Similarly, email marketing software can track the delivery and receipt of emails. Pixels can be utilized for the same purpose. Domain side-tracking may be used to collect data such as IP addresses, which can then be used to create a user profile.
7. Make it mobile friendly
It is the without-mobile-you-can’t-live world we talking about. So, you understand that if anything is hard to use on smartphones, people will disregard it without hesitation. Most of the time, people make purchases through mobile phones. Therefore, it is always significant to keep your mobile consumer service updated and make your online platforms perfectly mobile-compatible.
8. Build trust with improvement
This omnichannel marketing strategy is imperative because, with the ever-changing world of digital marketing, it is important to keep your channels updated. Moreover, always focus on improving customer experience with consistent interaction and reading the customer responsiveness and behaviour pattern through analysis.
So, are you accustomed to any omnichannel digital marketing strategy? If not, and you want to try the omnichannel approach of marketing, take professional help. Any top digital marketing agency like Carney Technologies Services can help you gain your expected customer reach and engagement. Moreover, we specialize in all aspects of digital marketing which enables us to assist our clients in the best way possible. Want to go for omnichannel marketing? Reach us at +91 983 052 0826 or email us at info@carneytechnologies.com.
