Why Omni-channel marketing is the new buzz-word
Shopping experiences today are moving from brick and mortar formats to online browsing.
An experience that once began and ended in a store is now a journey across many channels—online, mobile, in-store and over the phone.
Synergising all these experiences into one seamless, consistent customer engagement and buying experience is the OMNI CHANNEL.
What’s an Omni-channel?
How does an omni-channel marketing differ from a multi-channel marketing?
Multi-channel marketing allows a brand to interact with potential customers on various platforms. A channel, for instance, might be a print ad, a retail location, a website, a promotional event, packaging, or word-of-mouth.
Omni-channel marketing enables consumers to bridge the gap between the online world, and the offline world. It integrates the shopping experience so that the potential customer gets the same feel and interaction across channels. Providing flexible fulfillment options, whether it’s in-store pick-up, cash-and-carry or ship to a destination are some Omni-channel marketing examples.
5 points to drive Omni-channel marketing
- Be present where your audience is. Provide value to your presence
Be present in whichever channel your customer is. The more you are visible, the more chances of you been seen. Sales is not the only end objective. It is essential to calculate how much value and engagement you can get from communicating with your audience.
- Live chat integration
To make online as personalised as physical retail stores, an interactive live chat platform allows customers to directly engage with you. This is a great way to understand customer behaviour, address customer pain points and drive sales.
- Integrate social media with in-store experience
In-store experiences can be enhanced with social media screens or walls that relay live feeds. Displays that allow customers to obtain real-time product reviews from social media platforms on the products they intend to buy can go a long way in building trust and credibility.
- Enhance the online buying experience
Think from your customer’s point of view. Any site that offers a great user experience is a success. Things like previous positive reviews, one-click check-outs, free shipping and easy returns all contribute to the customer experience.
- Build your presence – both online and offline
Your customers research you online and may buy offline, thus you must utilize both platforms to build brand value and sales. Online and offline marketing should go hand in hand, each driving traffic to the other. Additionally, they should work to engage consumers seamlessly between the internet and the offline store.