This is an observation that has already been established, from the middle of the year 2020, but let us repeat it: the Covid-19 pandemic has heavily affected the physical commerce sector for the benefit of e-commerce and retail players. mail-order selling. Many physical outlets are still closed at the time of reading this article, and the confinement and social distancing measures have caused a change in consumption habits, and an acceleration in purchasing behavior oriented towards the outlets. digital sales.
However, we should especially not make the mistake of burying traditional trade for good. One of the consequences of the health crisis is that it reminded us of the importance and necessity of human contact. Pushing a button to place an order is good, and very convenient, but it lacks the interaction and human warmth that are typical of physical outlets.
So a good way to combine the advantages of shopping in stores with the convenience of ordering online is to adopt an omnichannel strategy, to offer consumers the best of different distribution and sales channels. This strategy will take your business to the next level, and we’ll explain why inside this article.
What is omnichannel marketing and why do you need it?
The Harvard Business Review , in collaboration with several large retail companies, conducted a 14-month study in 2020 to understand the buying behavior of customers. They surveyed over 40,000 customers and found the following:
7% of customers were online shoppers only.
20% of them were physical store-only shoppers
The vast majority of them (73%) used several available channels, throughout their purchase journey
The study further found that the more channels customers used, the more beneficial it was to retailers. For example, the study showed that India Phone Number List customers who used more than 4 channels spent 9% more than those who used only one channel.
What does that mean ? That the omnichannel customer experience is clearly no longer optional. Retailers have had to rethink their customer journeys and find new ways to acquire, engage and retain customers through positive experiences across multiple touchpoints.
With the emergence of new marketing channels, it is time for retailers to move away from traditional marketing strategies and turn to omnichannel marketing strategies.
Omnichannel marketing is all about creating and establishing your brand’s presence across multiple channels online (website, app, social media, social media, email, SMS, WhatsApp, etc.) and offline (retail store, events, call center) while ensuring a positive and transparent experience throughout the customer journey, on all channels used.
Why is omnichannel marketing important?
Omnichannel marketing is essential because it helps you create a positive customer experience at every stage of their lifecycle, reduce the attrition rate, and develop and build a positive reputation for your brand or site. e-commerce. Let’s take an example. You want to grab a cup of coffee before you get home, but you’re tired after a long day at work, and you know your favorite cafe will be crowded at night. Wouldn’t it be a good idea if the cafe offered the ability to pre-order a mug through an app, so you could walk into the store, pick up your order, and leave? This is exactly what Starbucks did. The American company has made their ordering and payment system easier to make their customers’ lives easier. Mobile payments represent 29% of their transactions. Through its omnichannel strategy, Starbucks has not only improved the customer experience, but also increased its revenue.
Omnichannel vs multichannel and cross-channel marketing
Marketers often use terms like omnichannel, multichannel, and cross-channel interchangeably. After all, they seem to mean the same thing: using multiple channels to acquire, engage, and retain your customers. But these three terms actually reflect 3 different ways of working: in multichannel marketing, all communication channels work in isolation without any link between them, whereas in cross-channel marketing, there are privileged communication channels that are connected. Omnichannel marketing, on the other hand, is much more mature, as all channels work cohesively and in harmony with each other.