The Significance of Omnichannel Marketing in Retail

In retail, omnichannel marketing enables brands or businesses to connect and engage with customers at various touchpoints of their shopping experience across all channels online and offline, i.e., in the stores, on social media, and the brand website, ensuring customers have a cohesive experience as they interact with the brand across all channels while optimizing each sales channel.

According to Dave Chaffey and Fiona Ellis-Chadwick’s book, Digital Marketing Strategy, Implementation, and Practice (7th ed., 2019), omnichannel marketing entail product distribution and customer communications sustained or supported by a mixture of traditional and digital channels at various touchpoints online and offline in the customer journey or buying process and customer lifecycle or customer experience and path to purchase. 

As the competitive landscape continues to develop and expand with technological advances and the introduction of new products or services and competitors into the markets, it is critical for businesses to develop omnichannel marketing strategies that increase conversions on any channel customers utilize to interact and engage with brands.  For instance, according to Google’s paid search data about specialty retailers and Big box spending in 2017, incremental store visits are driven 80% higher by omnichannel strategies. 

Furthermore, according to Emma Sopadjieva, Utpal M. Dholakia, Beth Benjamin’s Harvard Business Review article, omnichannel customers spent 4% more on average in the store and 10% more online than customers utilizing single-channels, and they spent more money in the store with every additional channel used.   

Omnichannel marketing strategies are effective when businesses or brands attract, connect, and engage with the right customers or target audience.  Organizations must utilize tools to identify and measure customer purchases online and offline across channels effectively to develop and provide the right or relevant content and consistent messaging for customers quickly.  Businesses can also identify and increase their customers with a high customer value and improve their bottom line.   

Success Feature: Topshop

Topshop, a British multinational fashion trendy retailer, launched digital billboards for its London Fashion Week marketing campaign in the United Kingdom.  The billboards were designed and synchronized with data obtained from Twitter to display the hashtag “#LFW” on the billboard along with a relevant Topshop item from its catalog when its followers utilized the hashtag. 

The billboards were placed strategically within minutes and walking distance from the Topshop’s stores and easily recognized and viewed by fashion week fans which enabled them to conveniently and quickly visit the store after seeing the billboard advertisement and be aware of where to go after discovering the latest trends online.  Topshop generated a 75% increase in sales for all items related to the London Fashion Week hashtag.

Key Takeaway:

Omnichannel marketing is a holistic approach to reach and communicate with customers across various channels.

Understanding customer behaviors will provide businesses or brands insight about customer motivations to shop in the stores or online that will help increase conversions and provide customers with products and services that satisfy their needs and wants. 

Businesses can enhance their customer relationships, make meaningful product or service recommendations based on their customers’ shopping or browsing history, create website content directed towards their targeted audience, and respond to abandoned shopping carts with follow-up emails with omnichannel marketing.

A customer-centric focus will enable businesses to create a smooth and seamless shopping experience that leads to increased sales, repeat purchases, and customer satisfaction. 

Omnichannel marketing strategies enable businesses or brands to identify and engage with their most valuable customers effectively.  It also allows organizations to optimize the customer journey and provide a seamless shopping experience across all touchpoints and channels to achieve optimal results.

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