What is Omnichannel Marketing?

What is Omnichannel Marketing?

No, we’re not talking multi-channel (meaning many) we’re talking omnichannel (meaning ALL).

 

Omnichannel refers to a sales approach that provides the customer with an integrated shopping experience. It’s about communicating with consumers across multiple channels and have a deep awareness of where they are in the customer lifecycle.

Do a count: How many apps do you have on your phone? How many social media accounts do you engage with? And as you read this, how many internet connected devices are in the room with you?

That’s omnichannel.

As technology develops, our lives are becoming more connected with the internet. As a result, consumers expect to be able to purchase what they want, when they want, how they want; instore, on a website, through an app, on social media – consumers now move seamlessly between multiple channels. And so businesses should too!

Let’s take a look at what an omnichannel customer experience might look like:

 

The Customer Relationship Begins

 Suzie visits a Facebook page where she finds and buys a size 10 dress.

Three days later her dress arrives in the mail, beautifully packaged, with a postcard promoting other clothing items she might be interested in, with a discount code. The postcard also includes information on the brand’s loyalty program, and how to join.

 

The Customer Relationship Deepens

Suzie visits the landing page for the discounted items, and this triggers the Facebook pixel to start running retargeting ads to her on Facebook and Instagram.

While there, Suzie adds a size 10 jacket to her cart, but she leaves before buying. Immediately, Suzie is sent an abandoned cart email featuring the jacket she didn’t buy, with a time-sensitive discount promotion.

Meanwhile, the Facebook and Instagram retargeting ads promote the jacket that Suzie added to her cart, as well as the other items of clothing that she looked at when she visited the online store.

Suzie clicks on one of the Facebook ads to return to her basket. She purchases the jacket and a swimsuit using the discount code.

When she receives her order confirmation email, it includes information about the brand’s refer-a-friend program.

 

Intensify Personalisation

At this point, the Facebook and Instagram retargeting ads stop showing jackets and swimsuits – items that Suzie has already bought. Instead, they now focus on related summer clothing and accessories, such as towels, hats, and thongs.

Next, Suzie receives an email letting her know about a pop-up store happening on the Sunshine Coast. She also receives details of the loyalty points she’s earned from her previous purchases, and how they can be applied as a discount at the pop-up store.

Suzie visits the pop-up store with a friend who purchases a pair of gloves while taking advantage of the refer a friend program – this earns them both a $15 voucher.

 

Customers become Advocates

Follow-up emails encourage Suzie to follow the brand on social media to earn additional loyalty points and to post photos of her purchases on Instagram using a branded hashtag.

Suzie posts photos of her new look online which the brand reposts on Instagram, strengthening her relationship with the brand.

When the brand reposts Suzie’s photos, they make the Instagram post shoppable to promote those particular products to their audience.

And so it continues…

 

This is just one example of how an omnichannel customer journey can integrate every aspect of your business, from marketing and sales to inventory management.

Done well, omnichannel retail should allow consumers to transition seamlessly across multiple channels, while being drawn deeper into the brand experience.

Leave a Reply