What Does It Take To Build Strong Omnichannel Brand Experiences?

Your favorite customers love hopping from one channel to another. Take this example – X enters a Ray ban store to buy a pair of sunglasses, but while in the queue for the payment, he finds a good deal on the same pair of glasses online, he adds the product to the cart, completes the payment and leaves the queue. This is called channel hopping.

In order to track the orders from various channels for a customer – marketers need to master omnichannel marketing. 87% of the marketers have recognized omnichannel marketing as crucial for their business. Let us walk through the details of this interesting marketing strategy.

Marketing Technology News: Bluewater Media Bolsters Digital Team with Hire of Executive Kristy Andreadakis

Omnichannel Marketing and Why do marketers need it?

According to a study conducted by Harvard Business Review, 73% of the 46,000 customers used multi-channels throughout their shopping journey. The study further revealed that more channels the customers used, the more they proved to be valuable for the retailers.

Omnichannel customer experience is no longer an option, it is the need of the hour. Marketers need to rethink and create customer journeys in such a way that customers would love to engage and interact with the brand. It is possible only by creating consistent messaging across multiple touchpoints.

Omnichannel marketing involves creating your brand’s presence across multiple online and offline platforms for a seamless experience throughout the customer journey. Omnichannel marketing is essential as it helps in creating a positive experience for the customer at every stage of their lifecycle.

A few brands who have mastered this art:

1. Singapore Airlines – a matchless omnichannel marketplace

Not only retailers, even aviation companies are creating matchless omnichannel brand experiences today. Singapore Airlines is setting a good example by offering a seamless experience to their customers. The airline partners with AOE integrated airports and also shopping malls by fusing offline and online experiences.

2. Sephora – Master of marketing

The makeup master have already mastered the art of omnichannel marketing. They have done it by blending the online and offline brand experiences. As the brand is consistent with beauty tips, free makeovers, informed salespeople in their physical store, the online customers can use their beauty bag accounts to track purchases, scan items and many more.

3. Bank of America – perfect omnichannel banking

Bank of America has made omnichannel marketing a concept in banking as well. Bank of America has been utilizing omnichannel experiences for a long time, right from allowing their customer to use Wi-Fi to using kiosks in a physical location with tablets.

4. Disney – Champion at Omnichannel

According to HubSpot – Disney is the best brand creating perfect omni-channel experiences, down to the smallest details. Experience of a customer starts from the website the My Disney Experience Tool helps the visitor plan every detail of their trip. At the park, the visitor can access maps at the app to figure out the rides and other attractions and even find out the wait time at popular rides.

Marketing Technology News: MarTech Interview with Gavin Laugenie, Global Head of Content at dotdigital

They also offer a magic wrist band that lets visitors unlock hotel room doors, get photos, enter the parks and so on.

As Omnichannel brand strategies play an essential role in boosting customer experiences, brands need to use ground-breaking tools and technologies to give shape to their omnichannel retail and e-commerce strategies.

  1. Internet of Things – The number of IoT devices are continuing to grow and these items have made it easy for businesses to adopt an omnichannel strategy. With the help of these devices, brands can present their customers with personalized marketing and product content with relevant notifications on relevant devices.
  2. VR and AR – Never think that Augmented and Virtual reality is a gimmick or a futuristic fantasy. With these technologies, brands can enhance customer experiences as they superimpose the elements into their visible physical surroundings.
  3. Marketing Automation – the better your marketing automation is, the more your e-commerce allows business to personalize the customer journey. Tools such as MailChimp can help you set your email notifications according to the behavior of the customers.

Introducing such an omnichannel retail experience puts the customers at the center of a business strategy offering them a frictionless shopping experience.