When was the last time you visited a single website and immediately purchased an item for the first time? If you’re like most online shoppers, you probably check out an array of eCommerce stores, customer review sites, and social media before choosing the best product for your needs.
As an online retailer, you should know that providing a seamless shopping experience through numerous checkpoints is becoming an increasingly important feature for modern customers.
“Omnichannel marketing addresses the fact that the modern customer is no longer confined to a single channel or platform for interaction with a brand,” explains digital marketing expert Indrajeet Deshpande. Instead, brands can now deliver a unified approach to connect with each person throughout their shopping journey.
Components of an Omnichannel Marketing Strategy
First, it should be noted that multichannel marketing is not the same as omnichannel marketing. While both strategies rely on several different platforms and channels, multichannel strategies operate independently from each other, whereas an omnichannel strategy is meant to connect all the channels together to deliver a unified shopping experience. For instance, a shopper may visit a store’s website on their phone, switch to their laptop, and ultimately make a purchase in-store.
Developing an interconnected blend of marketing channels for your customers can sound like a complicated process, but you can get off to a great start by beginning with these three steps:
- Choose the right channels. Discover which marketing channels the majority of your customers spend the most time on and where they prefer to interact with their favorite retailers. Your marketing mix can include content ranging from email newsletters, blog posts, Facebook ads, text messages, mobile apps, and much more.
- Prioritize personalization. Customers today expect to receive personalized recommendations and unique shopping journeys that cater to their wants and needs. The goal of marketing personalization is to send the right message to the right consumer at the best possible time in order to maximize the chance of making a sale.
- Track key metrics. Once you’ve selected your mix of channels and platforms, you’ll want to pay attention to the performance of each one. Viewing metrics like clicks, shares, subscriptions, or other interactions with your customers will help you figure out which channels are the most effective.
When you begin optimizing your omnichannel strategy, you should be aware of some of the most common obstacles that may delay your success. These potential challenges include:
- Managing a budget. Cost is typically the most challenging factor of an omnichannel marketing campaign. Companies might require additional employees to manage various platforms and create content, or they might require more technological upgrades to meet customer demands.
- Tracking customer journeys. In multichannel marketing, you can track metrics for each channel individually. With omnichannel channels that connect and interact with each other, it can be trickier to track a customer’s journey from touchpoint to touchpoint.
- Developing a consistent voice. Creating numerous brand messages across multiple channels requires collaboration among every employee who manages a channel or makes content. If one channel is used far more often than another, then some customers may miss out on key messages.
Examples of Successful Omnichannel Marketing
- Starbucks. Starbucks has perfected their system of attracting customers to their loyalty program and encouraging them to continue purchasing their products. Users can easily use the free mobile app to find stores nearby, order coffee, see how many rewards points they’ve accumulated, and effortlessly add money to their account. Anyone can find information about the company by signing up for their email newsletter, visiting their website, or going to a store in-person.
- Nike. Nike predicts that their eCommerce sales will make up at least 30% of their overall sales by 2023, thanks to their highly personalized omnichannel approach. Customers can download the Nike+ app, sync their user data to their accounts, and get reliable athletic advice in-store and on Nike’s website.
- Ikea. Ikea’s mobile site includes a unique AR feature where users can see how different pieces of furniture would fit in their own home, or customers can use the Ikea Store app to add products to an organized shopping list. The app makes the in-store experience a breeze, as it shows the user exactly where to find each piece.
How to Get Started
Optimizing your omnichannel presence can be easier than you might think when you’re armed with the right tools and know-how. Check out Wagento’s quick omnichannel experience guide to implement the best practices for your unique business needs!