The term omnichannel is used in a number of different contexts to describe a strategy or software platform that prioritizes a seamless experience across many different endpoints.
Omnichannel strategy is used in a number of different fields (marketing, advertising, publishing, ecommerce, etc.). The main objective of an omnichannel strategy is to deliver a unified user experience across a range of channels or endpoints. These channels are usually different devices or types of application. Examples include:
Omnichannel marketing prioritizes consistency in messaging, design, user experience, etc., across many different channels in unison. This includes advertising channels, communications channels, different website versions, apps, etc. The ultimate objective is to offer users a consistent experience, no matter which channel they use to interact with your brand.
Consistency is especially important in the modern business landscape. This is because the average consumer switches between channels (mobile, PC, in-store, etc.) more than ever during the buying journey.
In comparison, multi-channel marketing promotes a defined strategy for a number of different channels. The difference is that they’re not aligned under one adaptive system or process. This often means that there are small inconsistencies or variations between channels. Under this multi-channel marketing model, each channel tends to work independently. This can lead to internal competition, as each channel works to get credit for as many completed sales as possible.
Omnichannel marketing brings a variety of benefits to customers. It ensures they enjoy a consistent experience, however they choose to interact with your business. This makes shopping easier, reduces unnecessary hassle, and ultimately improves the customer’s brand perception.
The benefits for businesses are just as far-reaching. A properly implemented omnichannel marketing strategy will improve all sorts of key customer metrics. This includes customer loyalty, brand recognition, and customer retention.
ClickZ reports that purchase frequency is 250% higher when using omnichannel marketing automation instead of single-channel marketing.
Finally, but just as importantly, omnichannel marketing gives much more valuable insights into customer behaviour and interactions. With multiple contact points and a centralized overview of ongoing campaigns, it’s much easier to interpret trends and implement changes.
In the context of promotions, an omnichannel approach allows businesses to set up promotional campaigns that work seamlessly across many different end points. This might include an online shop with desktop, mobile and app versions, as well as POS units in a number of different stores.
Being able to offer a seamless promotional experience has many of the same benefits as a seamless marketing experience. Customers know what to expect and how to interact with offers and deals no matter the shopping platform. For example, your loyalty program members can participate in your loyalty program regardless of the device they’re using because they know that the layout and features will always be the same.
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