Omnichannel marketing is the integration and collaboration of different channels used to interact with consumers, to create a consistent brand experience. This includes physical (such as stores) and digital channels (such as websites). The goal of an omnichannel marketing strategy is to create a convenient, seamless user experience for consumers that offers multiple opportunities for fulfillment. An omnichannel strategy can allow consumers to discover and buy online, in-store, or a combination thereof – such as "buy online and pick up store". Today, organizations across a variety of industries are leveraging omnichannel strategies, including healthcare, retail, finance, technology, and others.
 

 
 

Omnichannel means that all marketing channels work together in the same way, have the same impact on the customer, and help bring the customer to the purchase stage with equal efficiency.
Omnichannel marketing is the seamless integration of branding, messaging, and online and offline touchpoints as consumers move down the sales funnel, leading to a more impactful customer experience.
An omnichannel approach ensures the consumer has a positive, consistent experience across every channel by offering a few key elements:

 

Today, most brands would agree that an omnichannel approach can yield the best results. Although implementing an omnichannel approach is not simple, it offers many benefits when done properly. Today's consumers have become accustomed to being bombarded with messages from different brands, and as a result, they have become increasingly selective about which brands they want to engage with. Creating omnichannel customer engagement can act as a brand differentiator, leading to the following benefits:
 

Because omnichannel focuses on the personalized experience across devices rather than channels, the customer experience is better. By focusing on the customer rather than the platform, companies can achieve more sales and better retention rates.
 

Creating a seamless strategy across all channels means creating an easily recognizable brand image and tone. Organizations should base this image on the needs and values of the core audience. By focusing on the overall experience and working within your brand guidelines to target each channel, you'll have a more comprehensive brand strategy that will translate into increased loyalty and more targeted messaging.
 

Customers are encouraged to interact with a brand through a variety of channels and touchpoints when it adopts an omnichannel strategy. These increased, diverse engagements at each stage of the buyer's journey can help increase revenue, as research shows that customers who engage across multiple touchpoints are 30 percent more valuable. This more targeted messaging also creates loyalty, making it more likely that the customer will purchase from your brand again. Despite being a small part of your consumer base, repeat customers contribute an average of 40 percent to revenue.

 

 

When creating an omnichannel strategy, take a look at these brands that have done so successfully:

Starbucks can prioritize customer convenience by better integrating mobile and in-store experiences through its mobile rewards app. Users can reload their card from their phone or desktop computer. When using the app to pay, they are rewarded with points that can be applied towards a free coffee. They can also order ahead of time and avoid the morning line.

Walgreens has created a custom mobile app that makes it easy for customers to refill prescriptions, which they can pick up at the store. Their app also shows a specific list of stores making it easier for traveling customers to decide which place they should visit.

Timberland is combining online convenience with a personalized customer experience through the deployment of Near Field Communication (NFC) technology. Timberland created touchwalls in their stores, providing more information about their shoes. Customers can then add these to their online shopping list or purchase in-store. Additionally, Timberland uses a product recommendation engine to provide access to lesser-known products based on user preferences.
 

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Omni which means all or each. In contrast, multi in multichannel means many. Although omnichannel suggests covering more channels, this is not necessarily true. Furthermore, the difference between omnichannel and multichannel goes beyond numbers.

While many channels are used by all omnichannel models, not all multichannel experiences are omnichannel by definition. A business that employs a multichannel approach makes use of various channels for customer communication and sales.  However, there is no coordination between these channels, each channel works independently of the other. As a result, customers don't have a seamless experience when engaging with brands before, during, or after their purchase.

The omnichannel model is also based on using multiple methods to sell products and connect with customers, such as physical stores, websites, and mobile apps. It allows customers to communicate with the brand through multiple channels and touchpoints such as phone, email, webchat, SMS, and social media. But unlike multichannel, omnichannel allows these channels to coordinate with each other and share data, enabling brands and customers to do business with each other in a seamless, seamless manner. Furthermore, such coordination ensures a consistent experience for customers, regardless of which channel they prefer and how they want to interact with the brand.

For example, if a customer who initiated a conversation with a company on Webchat submits information such as an account number and then decides to end the chat and call customer service instead, their information will be passed to an agent. Can be transferred. A company with strictly multichannel capabilities can accommodate the customer on both channels, but because there is no integration or data sharing between the back-end systems, the customer must re-enter their information using an automated system, such as Interactive Voice Response (IVR), or relay it to a live agent. So, while customers can switch between channels, the switching itself becomes cumbersome, affecting their overall experience with the brand.

An omnichannel marketing strategy allows teams to meet their consumers with the right message at the right time. Through omnichannel marketing, organizations can deliver a unified customer experience that acknowledges previous touchpoints throughout the customer journey. This not only boosts brand awareness in the consumer's mind, but also improves engagement, increases ROI and sales, and increases customer retention and loyalty.