How to Use an Omnichannel Marketing Approach to Exceed Customers' Expectations

Digitalization has transformed the shopping experience. The consumer journey is now the equivalent of a “choose your adventure” in which shoppers can access many channels for navigating brand interactions.

While the new retail landscape has many opportunities for businesses looking to get their products and services in front of their target markets, it also has its fair share of challenges. Because just as there are more ways to reach consumers, there are also more ways to miss them. And then there are higher-than-ever consumer expectations thanks to a laser focus on rich experiences, quality over quantity, and value.

One strategy for maximizing your reach while delivering on all these lofty expectations? An omnichannel marketing approach. Here, we'll take a closer look at what omnichannel is, why it matters, and how businesses can leverage it to provide more satisfying experiences to consumers.

What is Omnichannel?

A holistic approach to customer engagement, the omnichannel marketing approach combines various sales and communication channels, including physical stores and retail displays, e-commerce websites, mobile apps, social media, email, and more.

What is the ultimate goal of the omnichannel marketing approach? To provide enhanced shopping experiences by allowing customers to interact with brands across multiple channels seamlessly.

To succeed in an omnichannel strategy, it's crucial to integrate channels. This includes the following:

• Cross-Channel Communication: Communication between channels ensures that customer interactions are consistent and relevant. For example, if a web customer abandons their online shopping cart, they’ll receive a reminder via email or text.
• Inventory Management: Inventory updates across all channels prevent stock-outs and overstock situations, which can taint the customer experience.
• Unified Branding: A cohesive brand identity and consistent messaging create a streamlined shopping experience.

Technology also plays a pivotal role in the omnichannel marketing approach. Responsive and optimized web design, mobile apps, chatbots and AI, data integration, and QR codes are a few innovations that can be used to maximize the potential of omnichannel marketing.

Elements of the Omnichannel Approach

Many different strategies can be used to support customer shopping across multiple channels, including the following:

In-Store POP Displays

Interactive in-store POP displays can include QR codes that allow shoppers to promote your online channels or access more product information, reviews, or exclusive online offers—all while reinforcing brand identity. POP displays and retail packaging can also act as a silent salesperson, influencing shopper behavior in parallel with additional marketing channels.

Cross-Channel Promotion

Use one channel to promote offers, events, or products on another. For example, website visitors may be encouraged to visit your physical store or to download your mobile app for exclusive discounts.

Unified Shopping Carts

Allow customers to add items to their cart on one channel and continue shopping or complete the purchase on another without losing their selections.

Seamless Account Management

Let customers create accounts aligned across all channels so they can easily access their order history, preferences, and loyalty rewards from any platform they choose.

Consistent Inventory

Maintain synchronized inventory across all channels to prevent frustrating scenarios where customers experience a gap between online and in-store item availability.

Branded E-Commerce Packaging

In addition to providing exciting unboxing experiences through aesthetics, strategically designed and executed e-commerce packaging can incorporate key elements and tools like personalization and QR codes, offering immediate access to everything from exclusive content to product tutorials.

Why Omnichannel Matters?

Now that we’ve covered omnichannel, let's explore why it’s so important. Customer expectations have evolved dramatically over the years. Consumers are no longer happy with disconnected, fragmented, and inefficient experiences. Instead, they expect businesses to meet them where (and when) they are.

In addition to the flexibility to shop via multiple channels, modern consumers expect the ability to switch between channels effortlessly. Furthermore, they prize personalized and relevant brand interactions that speak directly to their unique preferences and needs.

While this may seem like a tall order, a practical omnichannel approach will more than deliver on it in several ways, including:

• Enhancing responsiveness to customer feedback through feedback collection across channels (surveys, social media, direct interactions, etc.) and real-time support such as chat, email, and phone.
• Continuously evaluating customer feedback alongside changing market trends to be more agile and adaptive in making improvements and modifications to your omnichannel approach
• Facilitating sought-after personalization through cross-channel customer data utilization, segmentation, and personalized content, such as targeted email campaigns, product recommendations, and tailored landing pages.
• Supporting data-driven decision-making through analytics tools for customer behavior tracking and measuring the effectiveness of your campaigns, A/B testing, and predictive analytics.

Not convinced that omnichannel is the way to go? The numbers speak for themselves. According to Omnisend data, brands using three or more channels in their marketing campaigns see a staggering 494% higher order rates than brands using just one channel.

The Omnichannel Imperative

Given the vast potential of the omnichannel marketing approach, adopting it is a must for brands looking to gain an edge in the competitive marketplace. By making it easy for customers to shop across channels while also delivering the usefulness, convenience, personalization, and brand consistency they crave, businesses can exceed expectations, elevate the consumer experience, and drive growth.

Whether you’re looking for retail display ideas to enhance your omnichannel marketing strategy, or powerful packaging that will deliver unforgettable unboxing experiences, Bay Cities can help. Request a quote to get started today.