Omnichannel communication (or commerce) is a strategy where various channels are used to communicate with customers, allow them to purchase products, redeem promotions, or perform other actions in a unified way across touchpoints and devices. For what? To reach the customer by means of various, complementary messages and channels. It has been known for a long time that customers need a few, and sometimes a dozen or so contact points with a business to feel properly cared for.
What is the difference between omnichannel and multichannel marketing strategy?
Multichannel strategy is sales through many channels, such as ecommerce, brick-and-mortar stores, and social media, but in each of these spaces, communication with the customer is based on a different strategy. The primary issue with this approach is the different scope of customer service per channel, lack of consistency in communication, or even different prices for the same products. This, in turn, negatively impacts brand perception and customer experience.
Omnichannel strategy, like multichannel, means the availability and sale of products in every possible place, but they share one thing – a common strategy, communication, and the same customer experience. Behind the omnichannel approach lies a holistic approach to brand building, not just a strong sales focus. The omnichannel strategy, as opposed to a multichannel strategy where multiple channels are used, focuses on creating a seamless customer experience by providing the same information and possibilities to the customer in the same manner through all touchpoints, no matter where they interact with the brand.
This is especially important for the modern commerce landscape where customers tend to jump between devices and touchpoints within a single buying journey.
What are the benefits of omnichannel approach?
- Consistency – integrity is absolutely necessary. This involves building a system that ensures that no matter the channel, customers will receive the same offer and a seamless shopping experience.
- Loyalty – your messaging has to be relevant to the stage at which your client is at. First, you need to generate product demand. Then, facilitate the path to purchase so that it is as short as possible, transparent, and safe. After purchasing, be sure to follow up with after-sales communications to try to keep in touch with customers and become the customers’ first choice next time they need to buy something.
- More data – omnichannel marketing offers plenty of valuable insights into customer behavior and trends. With a centralized overview of ongoing campaigns, it’s much easier to predict trends and implement changes.
Omnichannel approach to promotions
The omnichannel approach in promotions means that promo campaigns work seamlessly across all customer touchpoints offered by a given brand. These may include ecommerce, POS, or mobile apps.
Omnichannel promotions offer the same benefits as omnichannel marketing in general – offer consistency, the same level of care on any device, and increased engagement as your brand voice remains the same everywhere.