Omnichannel – is a multichannel approach to sales that seeks to provide customers with a seamless shopping experience, whether they're shopping online from a desktop or mobile device, by telephone, or in a brick-and-mortar store.
Omnichannel marketing is a customer-centric practice of integrating multiple online and offline channels, platforms, and devices into one system to make the customer journey seamless and consistently positive. Nowadays with the boost of e-commerce and a growing number of platforms, the Omnichannel strategy will help your business to establish strong, long-lasting relations with your customers and outsell your competitors.
Omnichannel vs. Multichannel
Multichannel makes businesses available to customers on various separate channels. However, the content and engagements are often siloed since this approach is mostly focused on the channels and operations themselves rather than the customer experience. Multichannel starts with the company and moves outwards to channels.
Omnichannel also makes business accessible across online and offline channels but makes a step further to ensure that the content and engagement are interconnected across devices and platforms. Omnichannel starts with the customer and interacts between channels for a seamless experience.
How to create an Omnichannel?
When companies use a single-channel strategy, they tend to focus their business on a single means of reaching their customers. With omnichannel strategy, on the other hand, they interact with a specific target audience using direct marketing channels.
Higher engagement: In 2020, Omnichannel campaigns earned an 18,96% engagement rate. Those using single-channel campaigns saw a 5.4% engagement rate.
Higher order rate: In 2021, omnichannel campaigns earned a 494% higher order rate than those depending on just one channel (0.83% versus 0.14%).
Higher spend rate: Customers engaging with omnichannel campaigns spent, on average, 13% more than those engaging with single-channel campaigns.
Higher customer loyalty: Marketers using omnichannel campaigns experienced a 90% higher retention rate than those using single-channel campaigns.
How to create an Omnichannel?
Plan the experience of the customer – understand their channels, behaviour across all channels, and create a detailed plan on how you want the experience to flow across all the touchpoints.
Use data as a base while strategizing – with the help of CRM data, social listening data, and customers’ online search behaviour, you will know how your customer behaves and can accordingly create a solution to address their challenges. You can even reduce churn by using the data in the right way.
Segment the users and personalize the journey – once you analyze the data, you can easily segment users into different categories based on common behaviour patterns. This will help you to create personalized journeys for each type of customer.
Get the context right – the most crucial part of an omnichannel marketing strategy is the context. Sending the wrong message to the wrong audience at the wrong time will dissuade your users from engaging with you. Ensure that the context of your message is relevant to the user and send it to the user at the time they are most active, and on the channel, they engage with the most.
Select the right marketing automation tools – use the right marketing tools to implement your strategy right from the time of conceptualization to implementation. Do a thorough analysis before selecting the right one.
Make your organization customer-centric – this is an important step. Because unless your employees are not trained to offer a consistent experience to the customers, no amount of strategy or marketing tool will help.