More Than You Thought: Omnichannel Marketing
What is Omnichannel Marketing?
We are living in a digital world. In such an age, we can’t exist with only a physical store or just a website. We need to provide our customers with an omnichannel experience, enabling them to reach us from anywhere. While providing this, we should make their work easier. That is where the Omnichannel Marketing strategy comes into play. So what is this Omnichannel Marketing?
Omnichannel Marketing is an approach that provides customers a good shopping experience by integrating all channels from start to finish. It is a comfortable and consistent shopping experience strategy via providing a holistic experience to customers with a physical store, website, mobile application, and social media accounts.
Although the Omnichannel looks the same as the Multichannel approach, the difference between them is more than you think. In this article, I will talk about Omnichannel’s difference from Multichannel and the advantages of Omnichannel.
What Are The Differences Between Omnichannel and Multichannel?
1) While the multichannel approach aims to enable customers to reach the brand separately with more than one channel, the Omnichannel strategy offers an integrated experience with all the channels.
Source: https://fitsmallbusiness.com/omnichannel-multichannel-retailing/
2) While the Multichannel approach only aims to inform the customer about the company, the Omnichannel strategy makes the customer the focal point and target to provide them with a personalized shopping experience.
3) Omnichannel tries to achieve consistency between all channels, but this is not essential in Multichannel. For example, when a customer starts shopping from their phone and continues on their computer, cross-channel consistency is significant at this point. If there is no consistency and the customer encounters a challenge on any channel, they will likely stop shopping.
4) Omnichannel aims to make the customer’s job easier. With the Multichannel strategy, this is not always possible. For example, if the customer places an online order from a company acting with the Multichannel approach, they must wait for the product to be shipped home. If the company uses the omnichannel strategy, they can order online or get another option, such as immediate pick-up from the store.
Benefits of Omnichannel
Brand Loyalty- Consistency and personalized customer experience, the most significant features of Omnichannel, make the customer feel special and increase loyalty.
Trust – Comfortable shopping experience and consistency in every channel increase the customer’s trust in the brand.
Brand Recall- The consistency you offer with Omnichannel creates a good shopping experience. That increases the likelihood of the customer remembering the brand. If brand awareness increase, it allows re-purchases.
Viral Ad– The customer whose credibility you have increased for the brand will recommend you to his surroundings. In other words, you can get a natural advertising opportunity with word of mouth marketing method.
Survey: According to research by Harvard Business Review, only 7% of the customers were online-only shoppers, and 20% were store-only shoppers. The remaining majority, or 73%, used multiple channels during their shopping journey. We call them omnichannel customers.
When we look at the statistics, we can see that the rate of Omnichannel customers is too high to ignore. If, as a company, you use channels correctly, behave consistently and provide the customer with a customized experience throughout the shopping process, it will inevitably increase your company’s success and revenue.
As Kartaca, we developed a product called Punic for companies to use omnichannel strategy correctly and lightly. Punic is a multichannel campaign engine designed to solve the needs of companies of all sizes. You can find details on our page.
Author: İpek Mangtay
Date Published: Jun 11, 2021
