Omnichannel Strategy and Everything You Need to Know

Nov 19, 2021
Omnichannel Strategy

Where would we be without omnichannel? Ok, that’s a rhetorical question. Omnichannel is the source that helps organizations deliver a unified customer experience, and deliver the right message at the right time.

What is Omnichannel Strategy?

An omnichannel strategy is an approach to sales and marketing that businesses and companies implement in order to provide a customer-centric and fully-integrated experience to their customers.

Consumers tend to shop across multiple channels and multiple devices. The trends accelerated even after the pandemic. Nowadays, businesses have the responsibility to provide consumers with all the possible channels and options that will fulfill the needs of any individual.

Since consumers jump from channel to channel, businesses need to ensure that they can seamlessly navigate through the channels in real-time.

Let’s have a look at a few omnichannel strategy advantages that companies can have:

Better Retention & Turnover Increase

In the modern digital age, customers can choose many different options for their shopping needs. Whatever the means are, the priority goes to the convenience of the customer. So, businesses and companies use tools and tweaks to ensure that every customer has what they need, but enterprises can also get the most out of the experience and save time. That’s where cross-channel marketing comes in, which ensures the improvement of customer retention rates. Omnichannel customers are more valuable as they are the potential demographic that becomes loyal customers of the company.

Customer Satisfaction

An omnichannel strategy helps businesses provide their customers with a personalized and individual approach, whether existing or potential. It is responsible for the customer’s positive and consistent experience.

Here are a few statistics to consider:

  1. Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel drive.
  2. Companies with omnichannel customer engagement strategies retain on average 89% of their customers? When you compare that to a 33% customer retention rate for companies with weak omnichannel strategies, then you get your answer.
  3. Omnichannel campaigns that involved SMS at some point in the process were 47.7% more likely to end in conversion.
  4. Purchase frequency is 250% higher on omnichannel vs. single-channel, and the average order value is 13% more per order on omnichannel vs. single channel.
  5. Customer retention rates are 90% higher for omnichannel vs. single channel.
  6. 90% of customers expect consistent interactions across channels.
  7. Consumers peruse up to 10 sources of information before making a decision.
  8. 42% of in-store shoppers search for information online at the same time as browsing in-store

Recommendations and References

Potential customers tend to trust more through word-of-mouth, so the more existing customers brag about the customized and personalized approach received, the more inclined new ones will be to try out your business.

Customer Data

It’s crucial to analyze the database and segment it to provide the best experience to your customers. You can further monitor the collected data across all the customers’ channels and determine what issues they face, prefer, and works. Segmentation will help you create the right content for the right target group. If your message is irrelevant to the customer or on the wrong channel, you just might lose engagement.

Offline and Online Channels

As mentioned, consumers tend to go from channel to channel, so businesses need to interconnect any channels available and ensure consistency. Keep in mind that the ultimate goal is not the sale but rather the happy experience of the customer journey. Customers can add items to the cart via their desktops, for instance, then check out the cart via the mobile app the next day or simply order it via a message on Facebook or Instagram.

What is an Omnichannel Marketing Strategy?

Omnichannel marketing strategy integrates channels for consumers in the sales funnel that enables the customers to have a more impactful and better experience. Businesses acquire various channels to interact with consumers. The consumer, in turn, gets the opportunity to engage with brands on their terms and via their preferred channels.

What is an Omnichannel Approach?

It’s the approach that provides a seamless customer experience through multiple channels. But, most importantly, it provides a brand experience and not a sales touch. That is why companies pay great attention to personalization and segmentation to determine the right strategies for the consumer journey.

The omnichannel approach integrates multiple channels and has different touchpoints for consumers. It’s the same example as adding an item to your shopping cart via mobile and then completing the following steps on your desktop.

So, businesses and brands need to have tools to support the customers’ needs and requirements. Here are a few tips to optimize your business with:

Retarget Consumers

Monitor and analyze the data at hand to understand customer behavior. If you think it takes a lot of time and you need time to manage the business, you are correct.

However, many automation tools in place will do the work for you and even send onboarding invites or purchase order “Thank you”s on your behalf so that you can focus on analyzing. As you do so, you will be able to determine all the nooks and crannies of your strategy and rearrange it and retarget customers with more personalized and individualized manners.

Automation

Here, we have tip #2, the one that will do the work for you while you focus your efforts and resources on the issues at hand. It helps you:

  • Identify the channels that customers most frequently use
  • Choose the right tools for your needs
  • Provide an open-door policy for your customers
  • Segment targeted audience
  • Target customers at the scheduled time
  • Plan ahead for each step
  • Personalize communication
  • Strengthen customer engagement
  • Send out welcome emails
  • Send out push notifications
  • Target different channels
  • Reduce time and effort

Level up the Tech

You can integrate your systems and software on the backend and manage your channels through one POS as it will also help with inventory, track customers and even suggest relevant products to customers.

Content

The right content will get you anywhere. Create topics and messages that are personalized, engaging and show how valuable the customers are for the brands and what needs you can fulfill for each one individually.

The omnichannel business model may seem difficult to comprehend or implement at first. Still, it’s a proven approach that helps businesses of any size and industry to provide a better experience to customers, increase their conversion rates, and strengthen the loyalty of customers.

Top 7 Omnichannel Marketing Strategy Examples

There are many omnichannel marketing strategy examples, believe it or not, since companies worldwide incorporate this approach and reap the benefits. Let’s take a look at a few of them:

Amazon

This colossal company may just be the most vivid example of an omnichannel approach. The custom channels that Amazon offers its customer are:

  • Mobile app
  • Alexa devices
  • Smartwatches
  • In-store

Starbucks

The Starbucks mobile rewards app is an immense source for the brand that integrated the mobile experience with the time management experience. Can you imagine how many people would want to pre-order a cup of coffee on their way to or from work and not have to wait in line for the exhausting queues all the time? Mobile payment makes up over 30% of their transactions. That’s what the omnichannel marketing approach does for brands; if used correctly, it gives a better customer experience and helps brands boost their revenues. And, that’s a win-win situation.

Timberland

While NFC tech is usually for video games for paying for additional features, the Timberland brand has incorporated it with an exciting approach to boost the online experience with physical. The brand created Touchwall through NFC placed in the stores that give consumers extra information about the item they want. Using the Touchwall, the customers can add the selected items to their online shopping list (while in the physical store) to shop for it later or purchase them in-store.

Walgreens

The second-largest pharmacy store in the US created its custom mobile app that serves customers to refill their prescriptions faster and easier. In addition, the app has a separate inventory section that saves the trip and time of the customer, showing the needed available item and the location from where you can make the purchase.

Disney

I remember the first time I set foot at Disney. It was a magical place, indeed.

The way Disney uses an omnichannel marketing strategy is also something of the sort. Because come on, it’s Disney!

But let’s go over it nonetheless. So Disney uses beacon tech to provide purchasing and navigational support. The digital component allows the visitors to plan their park activities, manage hotels and dinner reservations, plan the whole trip from the website or mobile or go back and forth.

The beacon tech that visitors get upon destination connects to the Magic Band that tracks every move. The data later gives the company valuable information.

Apple

Apple uses omnichannel to create a seamless experience for the customers. The users can purchase in-stores and via contactless deliveries. The company is currently in the process of developing a streamlined payment process to track transactions and in-store payments. The customers will benefit from:

  • Easily complete a purchase
  • Receive notifications on product updates
  • Receive personalized loyalty programs

Also, Apple activates real-time customer data that offers a personalized music recommendation to the users. The data collected is used to track user behavior. In addition, Apple recently acquired Shazam so that we can stay tuned for new user-friendly experiences. This means that users can integrate playlists across devices. The data of the latter is analyzed and processed in order to deliver a better music experience. The strategy helps Apple to recommend music that will better suit the preference of the users.

LiveOnNY

The nonprofit LiveOnNY is one of the most outstanding omnichannel marketing examples. The company created a campaign through an omnichannel approach and spread awareness through their website and social media to raise awareness for organ donation, and encourage contribution at the same time.

The campaign used the approach and spread awareness through their website and social media and raised awareness for organ donation, and encouraged contributions. While the website would share information to give experience and awareness about organ donation, the user-generated memes via social media would encourage visitors to make contributions.

As you can see, omnichannel strategy examples are many. You don’t need to be a high-profile multi-billion-dollar eCommerce giant like Amazon to reap the benefits of this approach.

Omnichannel Marketing Case Studies from Big Brands

The omnichannel marketing case study shows whether the approach that brands and businesses implement has a positive impact or not. It’s essential to consider that not every tool and technique will work right for your brand or from the first implementation, so collect the data, monitor and analyze to determine the paths.

Remember, the omnichannel strategy is about the target audience.

Brands that succeed with the omnichannel business model apply data sciences and optimization strategies to further polish the model in place. The result compiles a fully-integrated customer-centric experience that customers will want to come back for more and more.

Let’s have a look at a few omnichannel marketing case studies from big brands:

Meals on Wheels

The organization supports more than 5000 community-based programs in the USA and dedicates efforts to solving senior isolation and hunger issues. What the company did was further segment their target for potential donors with regions separately. As a result, they collected $230,000 in new donations, brought in 382 new donors, and increased their omnichannel brand impressions six times. Let’s see how.

The company monitored and analyzed the donor behavior and identified the most responsive groups. They set the campaign around the holidays that brought in a more interested audience. Let’s the sectors that the company targeted audiences with:

  • Sent over 75,000 personalized emails that featured infographics and personalized CTA. It was a personalized tear-off coupon for donors that could send in with their gifts.
  • Used social media and online ads to target additional audiences and deliver the message for the cause and benefits of the campaign.

These channels together generated over 467,542 additional marketing impressions for the campaign and resulted in a 600% increase in brand exposure. Over 43% of the campaign were new donors.

Ikea

Ikea uses omnichannel marketing to connect the brands and agencies with their app. It’s an engaging eCommerce mobile platform infused with VR tech, so users can visualize the product right from their homes.

There’s just one word for this - Genius!

Nike

Ahh, Nike, the love of my life since I first stepped on a tennis court when I was 7.

Nike is Nike, but let’s have a look at how they used the omnichannel strategy. The brand connected the app to their store technology, giving loyalty rewards through the NikePlus member platform. The customers, in turn, get:

  • Automatic updates
  • Nearest store locations
  • Opportunity to unlock specific experiences
  • Scan barcodes in-store, order a particular item with a specific size, and deliver it and have it delivered to the fitting room.

How to Create an Omnichannel Strategy?

So, how can you create an omnichannel strategy? You can go at it step by step.

The definitions, examples, and tips above will give insights into creating your custom strategy. All you need to do is personalize it to your business goals and integrate it.

All you need to do now is go over the checklist below and make sure to determine each of them. Let’s look at the steps one by one:

Customer

Know your customers! What does it mean?

  • Understand their wants and needs
  • Determine their goals and how they intersect with your brand.

Customer-Behavior

Focus on customer behavior! What does it mean?

  • Analyze and understand how each customer behaves across all channels.
  • Create a buyer persona
  • Personalize your messages.

Tools of the Trade

  • Analyze step #1 to understand your customers’ needs.
  • Determine what technology you need and what features to add.
  • Select the tools right for you:
  1. Google Analytics
  2. Google Webmaster
  3. Youtube Analytics
  4. Facebook Audience Insights
  5. Similar Web
  6. Google Trends
  7. Social Rank
  8. Goal Funnel
  9. AnyRoad
  10. User Voice
  11. GetFeedBack
  12. Leadsie

Data Input

Make adjustments and tweaks to your strategy based on the findings.

Segmentation

Segment the target audience based on:

  • Gender
  • Age
  • Ethnicity
  • Geolocation
  • Behaviors

Target them separately. As per the example of Meals on WheelsCategorize and break down the target audience based on segmentation depending on gender, age, ethnicity, geolocation, and target separately. Remember the example with Meals on Wheels.

Content

It’s of utmost importance to send the right messages to the right audience. You can go at it step by step with the points below:

#1. Create content that will delight your audience and deliver value.

Be flexible and deliver specific messages on each page.

#2. You can reuse the same content and characterize differently each aspect. That depends on what sections you need to use and based on the targeted channels you can add tweaks to make fully new content.

#3. Define the priorities and the message you want to deliver via the content. If you can your message to be more flexible you can write more granular type content.

Mobile-Friendly

2021 isn’t over yet, but the customer purchase via smartphones has already reached 62%. So, regardless of what industry you operate in, you need to pay a great deal of attention to provide a seamless mobile experience. So, make sure

  • Mobile pages respond on devices since Google has started to index mobile sites separately from the desktop.
  • Mobile site design is in alignment with the desktop design. You need to match the style for whatever device you are using.
  • To optimize all buttons
  • To include a Click-To-Call setup so there is no issue with copying and pasting a phone number.

Automation tools

These tools will make your job easier and save a lot of time for you to focus on monitoring and analyzing customer data.

  1. Customer.io
  2. Extole
  3. Hubspot
  4. Marketo
  5. Bronto
  6. Autosend
  7. Blueshift
  8. Autopilot
  9. Iterable
  10. Outbound

Online and Offline Channels

Customers love to go from device to device, so businesses should integrate both channels seamlessly to ensure the consistency of customers.

You can promote one channel with the other. For instance Nike created NikeiD the online software available in stores that enables customers to create a personalized sneaker that you can later order for delivery, or pick it up in-store yourself.

Wifi in Store

84% of consumers access the internet from their phones while in stores. They review the online information about the item while in the store. So you can offer free wifi for the visitors.

In Conclusion

The takeaway for omnichannel strategy is this: it’s not about you, it’s about the customer: put the needs of your customers first, and your requirements will be fulfilled when theirs does: the end!

To learn more about omnichannel marketing, follow the link: https://dexatel.com/blog/omnichannel-marketing/

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