Did you know that 86% of buyers often switch between two channels? Yes, they don’t only go from one store to the next; they also shop across different channels. They may wind up making online purchases while waiting in line at a real store or using cellphones as shopping assistants in-store. As a result, 87 percent of retailers consider omnichannel marketing to be critical to their business. They understand that in order to be at the top of their game, they must give customers a consistent experience across several touchpoints. As a retailer, it’s time to recognize the benefits of omnichannel marketing in your business and use it to provide a unique experience for your consumers while increasing your ROI. Here is a guide to omnichannel marketing.
What Is Omnichannel Marketing and Why Is It Necessary?
Harvard Business Review, in collaboration with a large US retail corporation, performed 14-month research to better understand customer buying behavior. They polled 46,000 customers and discovered the following:
- Only 7% of customers shopped online exclusively.
- Only 20% of them shopped at a store.
- A staggering 73% of them used various channels during their shopping trip.
According to the survey, the more channels customers utilized, the more valuable they proved to be to businesses. For example, the survey discovered that customers who utilized four or more channels spent 9 percent more in the shop than those who only used one.
Understanding omnichannel marketing
Omnichannel marketing is the practice of establishing your brand’s presence across different online and offline channels while maintaining a favorable and seamless consumer experience throughout the customer journey. The words ‘positive’ and seamless are important to notice because 67 percent of consumers report poor customer service as a factor for turnover.
So, if you want to gain and keep consumers, you must take your omnichannel marketing strategy seriously and enhance it in order to provide a great experience to your customers throughout their journey. Being the company that provides the best digital marketing services takes you on top of the list of great digital marketing companies.
The benefits of omnichannel marketing
Omnichannel marketing is critical because it allows you to provide a great experience for your customers at every point of their lifecycle, minimize churn, and drive and enhance your brand’s reputation.
Let’s look at an example. Assume you’ve had a long day at work and want to get a quick cup of coffee before heading home. You’re aware that your favorite coffee shop will be packed in the evening, and you don’t have the stamina to stand in line. Wouldn’t it be great if the coffee shop offered the ability to pre-purchase coffee via an app, allowing you to visit the shop, receive your order, and leave? That is precisely what Starbucks did. It has simplified the ordering and payment processes for the client. Their mobile payment accounts for 29% of their total transactions. Through omnichannel technology, Starbucks was able to not only improve the customer experience but also increase revenue.
How can you build the ideal omnichannel experience?
Begin by thoroughly knowing your consumer in order to develop an ideal omnichannel experience. Starbucks, for example, recognized the customer’s pain issue, i.e., their inability to remain in line even if compelled to get a cup of coffee, and leveraged it to develop an effective omnichannel experience. This data will assist you in identifying the appropriate touch-points and focusing on strengthening and linking them to provide a smooth and tailored experience for your consumers. It will also help you discover common customer issues and offer a viable solution for them.
You can also make an omnichannel marketing framework to ensure that your brand is providing a unified and cohesive message to your audience, regardless of where and how they interact with the company.
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