The Omnichannel Marketing is a strategy used by companies to interact with their customers, with the aim of creating an engaging and satisfying user experience. This includes both physical (shops) and digital (e-commerce) channels.
An omnichannel strategy aims to provide consumers with the ability to find and purchase products online, in-store, or a combination of the two, such as the 'buy online and collect in-store' option.
This is a fast-growing strategy used by companies in many sectors, from healthcare, to retail, from finance to the technology sector.
Thanks to online channels, modern consumers have more choice than ever, the omnichannel marketingin fact, it allows them to interact with companies directly and personally. It all leads to better user experience and satisfied users are, consequently, more likely to buy.
What is omnichannel marketing?
The omnichannel marketing is the perfect integration between branding, messaging and direct contact (online or offline) with customers. In other words, it's a marketing strategy that puts the consumer experience at the center. The latter can interact with the commercial activity through many channels: directly in the store, on social networks, through customer service, etc.
An omnichannel approach to marketing must ensure that the user experience is positive in all the channels mentioned above. To do this, a company must foresee some fundamental elements:
- a coherent and easily identifiable identity;
- personalized messaging, according to specific interests;
- Content aware of past interactions and the buyer's current situation.
A company with an easily recognizable brand will have a better chance of being remembered by potential customers. A personalized user experience based on their interests and purchase history makes consumers more likely to engage with brand content.
In short, the user who interacts with a brand reacts positively when the brand recognizes it, through all possible communication channels.
Omnichannel or Multichannel Marketing?
The omnichannel marketing can be confused with the multichannel marketing, a strategy that, in addition to the name, shares several similarities with the former. Both are in fact based on the idea of engaging consumers across multiple platforms, but they have some fundamental differences. Let's see them.
The multichannel marketing focuses more on a specific channel and how to make the transaction successful. To get in touch with the company, the user can choose one of the available channels, which however are not in communication with each other.
The omnichannel marketingon the contrary, he focuses his attention on the interaction of the different channels, aware of the fact that a potential customer path can involve different platforms, before the latter is convinced to make a purchase. The goal of this strategy is therefore to improve the experience of consumers moving from one channel to another.
But why more and more companies rely on a strategy of omnichannel marketing? What are the benefits? Modern consumers are bombarded with messages from many brands on a daily basis. This has made them more selective in choosing which brands to interact with. In this sense, creating omnichannel user engagement is useful for distinguishing your business from others, with a series of advantages:
- a better user experience: as already mentioned, a happy consumer is more likely to buy;
- a well-defined identity: creating an integrated strategy on different platforms helps to cement the brand identity in the imaginary of users, who will have more ease in recognizing the brand;
- increase in conversions: following the user through navigation in different platforms, providing him with a personalized experience increases his loyalty towards the brand. Brand loyalty increases the possibility that the user purchases from the site again;
- better knowledge of customers: By keeping track of user behavior on various channels, a company is able to better understand their habits and tastes and to adapt to customer needs (note that the rules for processing have recently changed of the personal data of users who visit a website. Read here).
As the omnichannel marketing gains popularity, new trends emerge that can help companies improve the user experience and maximize:
- physical store / e-commerce integration: many users, accustomed to large companies, expect to be able to buy online and collect the goods in the store. Implementing this possibility is a must, to stay abreast;
- the focus is on the brand, not on the channel: it is necessary to ensure continuity in the information present on the various channels. This is because the user must perceive the different platforms as extensions of the same brand;
- Different platforms: Many users start shopping online from one platform and then complete the purchase on another (for example, looking for products from mobile phones and buying them from computers). Being able to keep track of these interactions is useful for optimizing the company's efforts and resources;
- More Channels = Better Customers: Customers who switch between channels usually turn out to be the best customers. In fact, they spend 3 to 4 times more than other users;
- Digitizing the physical store: introducing digital technologies also in physical stores is a good strategy to attract and retain customers (for more information, refer to the next chapter).
Cash register in the EazyPos cloud
There checkout in the EazyPos cloud is a cash register that allows you to digitize and simplify the management of commercial activities. It allows you to:
- manage the cash desk through devices such as smartphones, tablets, etc;
- check orders (in the case of a restaurant);
- control sales;
- keep orders under control;
- organize marketing campaigns aimed at customer loyalty;
- integrate the physical store and e-commerce.
Find out more about the topic in this NexUp article.
A strategy of omnichannel marketing allows companies to meet their consumers, with the right message at the right time. Across the omnichannel marketing It is possible to offer a cohesive experience that tracks past customer experiences. This facilitates brand awareness in the consumer's mind, leads to greater engagement, greater retention and increased sales.
For an approach to the world of omnichannel marketing aware and professional, contact a group of experts in the sector, always updated on the latest news and technologies. Contact Digife and ask for more information, we will be happy to help you.