Not too long ago, retail shopping at brick-and-mortar stores and online shopping offered different experiences. Shoppers would purchase products digitally using their computer, tablet, or phone, or from the retail outlet physically. There was no overlap between the two. However, things have finally started to change for the better.
Today, there is considerable overlap between online and retail shopping. Successful businesses understand the importance of omnichannel marketing to integrate physical and digital shopping. This guide explains the fundamentals of omnichannel marketing for 2021. So, what are you waiting for? Let’s dive in.
What Is An Omnichannel Strategy?
The digital marketing world is full of buzzwords, and the hottest one you need to know is omnichannel strategy. Although many people talk about the term, most of them do not understand what it means exactly. In the simplest of words, an omnichannel strategy focuses on providing an integrated customer experience where shoppers get to effortlessly move from a brick-and-mortar store to digital channels like a website or an app.
Why Is It Necessary To Have An Omnichannel Strategy?
According to a study conducted by the Harvard Business Review that examined the shopping behavior of more than 46,000 customers over 14 months, it was found that 73 percent of the respondents used multiple channels for shopping. This means that close to three-quarters of shoppers are omnichannel customers. Since the data is more than four years old, you must develop an omnichannel strategy. The fact is that the more channels the customers use, the more valuable they would be.
In addition to the above, omnichannel customers tend to spend 4 percent more on average when purchasing a product. Customers that use more channels tend to make more purchases frequently. This should be reason enough to target them with an omnichannel strategy.
Brands That Lead the Way
Some brands have mastered the art of omnichannel marketing. You can learn a thing or two from them to develop the perfect omnichannel marketing strategy. Create a fantastic customer experience by learning from the following brands.
1. Sephora
Sephora is easily the most popular beauty and cosmetics store. It has a substantial online and offline presence. The brand is simply the best in the industry. Moreover, it delivers an outstanding omnichannel experience. To begin with, Sephora has a terrific mobile app that customers can download for free. Customers can use it to find outlets, exclusive deals, keep up with the latest trends, and more.
2. Neiman Marcus
Another brand that is leading the way when it comes to omnichannel marketing is Neiman Marcus. The Dallas-based brand specializes in beauty products, designer clothing, handbags, and shoes. The brand has done a great job at integrating online and offline customer experience.
Conclusion
At this point, you might be wondering what all of that has to do with marketing. A lot! Today’s day and age, where the customer demands online and offline interaction from brands, they purchase products or services. Businesses must have a strategy that will work across every channel (landing pages, social media profiles, websites). This guide should give you an idea of what omnichannel marketing entails and some best practices for creating one. If you are ready to take your business up a notch, then click here now.
