Omnichannel marketing: the new customer journey that's revolutionising the power of your campaigns!
Faced with constantly changing consumer behaviour, companies are having to adapt their strategies on an ongoing basis. Customers are more demanding than ever, and their expectations have evolved towards a more digitalised and personalised type of marketing.
This is where the omniconsumer comes in: they use either successively or simultaneously the different channels created by a brand in their customer journey (application, website, e-mail, physical point of sale, social networks, SMS, etc.).
In this way, omnichannel marketing delivers a unique customer experience by creating a genuine synergy between the brand's different points of contact . It's an approach based on constant exchange and availability, wherever and whenever it's needed, which makes a major contribution to customer satisfaction.
Let's take a closer look at this new digital strategy, a real driver of performance and loyalty for businesses.
What is omnichannel marketing?
Omnichannel marketing: definition
Omnichannel marketing refers to the use of all the channels available to a company, whether digital or traditional, to transmit a fluid message and offer a harmonised, consistent experience to its customers. These channels include :
- online channels (websites, e-mail, social networks, etc.),
- offline channels (physical shops, billboards, magazines, etc.),
- and all connected devices (workstations, mobile phones, computers, tablets).
Indeed, if we look at the etymology of the term 'omnichannel', the word 'omni' comes from the Latin meaning 'everything'. When we add the word "channel" to "omni", we end up with the word "omnichannel". It therefore refers to the use of all available channels, with the aim of offering users a single, seamless customer experience.
👉 To create a seamless and harmonious channel system, it's best to combine marketing, sales, content, products and customer support in one place.
How it differs from multi-channel and cross-channel marketing
Since the development of the Internet in the 2000s, the channels and points of contact between companies and their customers have been transformed. To reach their customers, brands have resorted to several approaches:
Multi-channel
Multi-channel is a strategy that aims to diversify distribution and communication channels in order to reach as many customers as possible. These channels can be online or offline. So far, you may say, you can't really see the difference with omnichannel.
The difference between the two approaches lies in the way the various channels available to the company operate. In the case of multi-channel marketing, the channels operate independently of each other.
Cross-channel
Cross-channel marketing is a marketing strategy that allows a company's various distribution channels (physical shop, website, catalogue, etc.) to work together and complement each other. This allows consumers to move easily from one channel to another during their customer journey.
The difference between this approach and omnichannel is subtle. Omnichannel marketing is arguably the " Holy Grail of digital marketing" and represents the improved method of the previous two strategies. It focuses on the overall customer experience through the complementarity of digital and point-of-sale channels.
Why use an omnichannel strategy?
There are many advantages and challenges to using an omnichannel strategy, and they have become even more apparent during this particular health period, which has seen a considerable increase in the use of online channels.
Companies have understood that omnichannel marketing is now essential for 4 very specific reasons:
The unavoidable cohabitation of digital and physical channels
Having a physical store and a website and/or e-commerce site is a real boon for retailers. Consumers are increasingly keen to test products in shop before buying them online. This is what we call phygital.
💡 According to the study carried out by Médiamétrie and Fevad on the contribution of e-commerce to physical shops in 2020:
- 46.4% of online shoppers emphasise in particular the possibility of visiting a shop to see a product before making an online purchase;
- 48.4% prefer to finalise a purchase in shop after preparing it online;
- 43.2% say that the proximity of a physical shop would encourage them to order more from the store's website.
Companies have clearly understood that phygital is a real performance driver and a real motivator for consumers. Online purchases are considerably boosted by sales outlets, and vice versa. However, we need to think about harmonising them so that they complement each other.
When looking for products on the internet, consumers want the support that is only available in shops. They appreciate the personalisation and advice on offer.
Personalisation is also possible on the internet with tools like Bloomreach that improve the relevance of search results for internet users. Thanks to AI, the tool refines your merchandising and offers intelligent, personalisedproduct recommendations based on consumers' desires!
Improved sales across all channels
By following an omnichannel strategy, you can guarantee improved sales across all your channels. There are many techniques you can use to maximise your sales, including :
- Click and Collect : Customers pay for their purchases on your e-commerce site and collect them in shop. This allows your customers to move from one channel to another while following their purchase path without interruption.
- Cross-selling and up-selling: These techniques will enable you to generate additional sales in shop, but also online, thanks to predictive marketing and its algorithms, which suggest products to your customers that correspond to their needs.
More effective management of your business
An omnichannel strategy considerably optimises your overall management, since all the channels are complementary and connected. However, the multiplication of contact points results in a very large flow of information, forcing companies to manage their data effectively.
👉 This data needs to be easily accessible, so that it can be processed efficiently and thus guarantee an optimal customer experience and customer journey.
But don't panic! There are several types of software to help you build your omnichannel buying paths, such as ERP or even DAM (Digital Asset Management).
💡 That's exactly the approach taken by Wedia. A powerful DAM, this software lets you efficiently manage a large volume of digital assets (photos, videos, 3D, etc.). It helps you create dynamic, eye-catching marketing visuals, then distribute and localise them, with the aim of offering customers a consistent, personalised, omnichannel digital experience. Bonus: thanks to a scoring system, you can measure the impact of your content on each channel!
As for your data, solutions such as Twilio Segment help you to unify it. This Customer Data Platform (CDP) collects information from your visitors and customers, giving you all the resources you need to optimise your omnichannel buying paths. It's easy to offer them a customised experience!
Greater flexibility and practicality in your customer management
An optimal omnichannel strategy must be able to offer consumers "contactless" delivery. The current health situation has prompted customers to opt for delivery in order to limit the number of journeys they have to make.
The fact that all your channels are connected gives you an overview of your stocks and availability, whether in-store or online. This means you can offer your customers different types of delivery to better meet their needs:
- home delivery
- relay point delivery,
- in-store collection.
👉 Guaranteeing your customers optimum, adaptable delivery is a major part of giving them a memorable customer and user experience!
2 emblematic examples of omnichannel marketing
Starbucks
Starbucks has truly revolutionised the customer experience not only in the coffee market, but worldwide. The famous American brand has put in place an omnichannel strategy by providing its customers with several complementary channels:
- a website: which informs customers about the composition and production methods of the different beverages. It also allows them to locate cafés around the world and earn rewards through a points system.
- Mobile: the brand understands that consumers don't necessarily want to queue in the morning to get their favourite coffee. They have therefore set up a Click and Collect system that allows people to pay online and collect their drink from the nearest Starbucks.
- Physical sales outlets: Starbucks has turned its physical sales outlets into 'cocooning' areas where customers can feel right at home. Cosy sofas are placed everywhere, and the offer is ultra-personalised. The customer experience is truly memorable, and that's what makes the brand so successful.
Disney
As part of its omnichannel strategy, Disney offers its customers a simple and efficient booking process available on all connected devices (mobile, tablet, computer). But that's not all. The brand has set up a number of applications to optimise the customer experience:
- " My Disney Experience": helps you plan your entire trip by suggesting activities for each day you spend on site, according to your needs. The application gives you access to exclusive information such as restaurant bookings, attraction waiting times, etc.
- The "Magic Band" programme: once you have checked in to the hotel, this will act not only as a hotel room key but also as a real logbook. It contains a photo storage device, a food ordering tool, 24-hour customer service and FastPass integration.
Disney has therefore managed to use several communication and distribution channels to offer its customers a magical and unforgettable stay, where the slightest effort on the part of the customer is avoided through intelligent and intuitive applications.
4 tips for an optimal omnichannel strategy
1 - Understand your customers
To understand your customers, you need to know them. Knowing your customers is essential if you want to define the right strategy. For example, you can :
- conduct surveys
- satisfaction questionnaires
- installing a data analysis programme
- setting up social media monitoring software.
These tools will help you to identify sales and consumer trends, as well as the various complaints about a product or service.
2 - Use the right communication tools
The customer is king. They choose when and where they view the messages you send them. So you need to adapt your marketing actions and campaigns to the behaviour and buying habits you identified in the first stage.
This will enable you to determine the communication methods and tools you will use to attract each of your customers and encourage them to buy.
3 - Coordinate your messages across all channels
It's not enough to adapt your communication tools for just one channel. In an omnichannel marketing strategy, every channel counts and they all need to be consistent and harmonised. Your campaigns must therefore be uniform and have the same tone across all your channels.
4 - Focus on long-term relationships
An omnichannel strategy must have a long-term vision. The aim is to offer your customers a unique and memorable experience, so as to build lasting relationships with them and win their loyalty. For example, you can :
- set up a points-based loyalty scheme,
- offer a service or products that are as personalised as possible,
- be as close as possible to your customers (birthday gifts or messages, private sales, etc.).
Omnichannel marketing, a real performance driver
So you've got it right, omnichannel marketing is a real driver of performance and loyalty for businesses. It offers customers and prospects a single , consistent buying experience across all communication and distribution channels.
However, the approach remains relevant and useful only if you tailor all your marketing messages and campaigns to your customer base. It is also imperative that you convey the same message across all the channels available to you, so as not to confuse your customers and offer a consistent customer experience.
Article translated from French