If you're ambitious in your marketing strategy, you've probably already heard of omnichannel, or you're planning on going omnichannel as well.
(Psst... If you're still a little fuzzy on the terms, you can check out what omnichannel is right here).
While the world is becoming increasingly digitalized, 2/3 of consumers still prefer the option to look at or buy products at a physical location. Overall, you shouldn't neglect any of the touchpoints that your visitors interact with.
They should all be connected to make sure each customer received the right communication at the right time and place.
But what are the most important benefits of an omnichannel approach?
And is there a simple way to test what barriers stand in the way of your brand?
Let's dive in! Starting with the benefits.
An omnichannel strategy focuses on the individual customer and their journey, not the individual channel. By mapping the customer’s typical buying journey, you can cater each channel to meet their needs – or you can nudge them towards another channel they might like. If you know that your loyal customers tend to click on products in e-mail send-outs, it’s no good to only reach out to them on your site
It’s impossible to create a seamless connection between your channels without a solid identity. Your customers should immediately be able to identify your brand, your tone-of-voice, and the unique experience you provide. An omnichannel approach prompts you to zoom in on this, and your brand will be stronger for it.
This is where the true magic happens. If you invest in the right tools, you can gain a full understanding of each customer’s movements in detail – from looking at a product page to swiping on an in-store tablet. It creates a full picture of your customer that makes it much easier to target them with the right messages.