Omni-Channeling is defined as a multi-channel sales approach that provides a customer a more integrated experience. It doesn’t matter if a customer is shopping in-store, online, or by phone, the experience is the same.
While omnichannel and multi-channel run very close together, they are different. With a multi-channel experience, a customer can access communication options that are not connected. But with an omnichannel experience, all the channels are connected and move seamlessly. So, all omnichannel experiences will be able to use multi-channels, but not the other way around.
Omni-channeling makes sure that your business is free to be both desktop and mobile-friendly without delay. Essentially, you want a one-stop-shop and go for your customer base.
Companies with strong omnichannel marketing strategies include:
- Virgin Atlantic
How You Can Build an Omni-Channel Experience
Since each company is unique then each company will have its omnichannel experience infrastructure.
Step #1 Develop a strong strategy
It’s important to look into certain tiers of the business in general such as:
Step #2 Understand your goals and objectives.
Start planning your transition to your new omnichannel model. Make sure you are building a strong, coherent plan.
Step #3 Ask the important questions.
Can users who are in-store scan a product through your app and buy it later when they are at home? Maybe they want a different size that the store didn’t have.
Can users browse your online store, explore outfits on Facebook, Instagram or Pinterest and then get an in-store coupon to use? Coupons and incentives are always a good idea.
Do you have a loyalty program that notifies customers when styles they like have been released? If they are not aware of what you have, how can they be interested in buying it?
Step #4 Know your audience.
Find out what sort of platforms, mediums, and devices your customers are using. You have a fan base and to keep it, you have to respond well to it. If your ads are targeting an older generation, but it’s the young generation who are buying your products, you are not going to do very well. Find you who your fan base is, where they like to shop, where they hang out, and what motivates them. It’s not stalking, it’s just business.
Why Should You Have an Omni-Channel Experience?
Recently, Harvard Business Review showed that out of 46,000 shoppers:
- 7 percent shopped online only
- 20 percent shopped in-store only
- 73 percent shopped through multiple channels
That last one is the most important one to note because it shows why having an omnichannel experience is important. Consumers like to have options. Having this experience can increase sales dramatically.
As technology continues to grow, so does the marketing world. In today’s fast-paced world, consumers like to have what they want, when they want it and they will pay top-dollar for convenience. If the process is too slow, most consumers will just find another place that meets their needs. Omni-channeling can help to keep customers coming back.
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