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Understanding Omni Channel Marketing & its importance in Retail

Updated: Oct 22


As technology evolves, so do company practices and marketing strategies. Consider how rapidly the internet has changed the way businesses market their products and services. It wasn't long ago that a firm could only reach out to consumers by snail mail, phone, or in person. Every day, as a client, you engage with brands. It is sometimes maintained through face-to-face contacts; more commonly, it is maintained digitally using email, social media, and corporate websites.

So, how can a marketer maintain consistency in design, strategy, and customer experience? The solution is omnichannel marketing. Here, we discuss and understand what is Omnichannel marketing and its importance in retail.

Defining omnichannel marketing

When you have a positive customer experience while buying or interacting with a business, it is likely that they have executed an omnichannel strategy. The concept of omnichannel is the use of all of your channels to provide a unified experience for your consumers. This covers both conventional and digital channels, as well as point-of-sale, in-store, and online interactions.

Omnichannel marketing delivers a unified message that adapts to your client's behaviour as they progress through your sales funnel, resulting in the ultimate tailored customer experience. Omnichannel marketing is a strategy that offers customers a totally smooth and integrated purchasing experience from the first to the final touchpoint.

That is, each channel contributes to the creation of a cohesive message, voice, and brand for your organisation. Today's customer is multichannel. When dealing with an e-commerce company, they switch across channels, and marketers are just now beginning to adapt to this behaviour.

How does Omnichannel marketing differ from multichannel marketing?

As opposed to multichannel marketing, Omnichannel marketing maintains the message relevant by having each channel update as the customer interacts with your business. Multichannel marketing spreads static information over several channels, but those channels do not update and customise to meet our customers’ requirements. The primary distinction between multichannel and omnichannel marketing is that multichannel prioritises the brand and conveys the same message to customers across all channels.

This distinguishes multichannel marketing from omnichannel marketing. The consumer is at the heart of the omnichannel marketing approach. The message in an omnichannel marketing plan varies and adapts based on how the customer interacts with other channels. SMS marketing should be a component of an omnichannel communication strategy. This implies that when your client progresses through their customer journey, your channels will automatically update so that the following one provides a relevant message.

Importance of omnichannel marketing in the retail industry

Every retailer is expected to have an online web store in the “Internet of Things” era. However, according to a recent Harvard Business Review survey of 46,000 shoppers, only 7% exclusively shopped online, Only 20% of customers went to the store while 73% travelled across numerous channels. Selling items across different channels do not result in an omnichannel experience. It might be difficult to determine whether or not your company is really multichannel.

Retailers who can monitor their clients across several channels may provide a more customised experience to their customers. The omnichannel strategy enables organisations to get insights into how to produce content and offers that will inspire their consumers to spend more – not only online, but also in physical locations. Your consumers anticipate a customised experience across all channels and touchpoints. Today's consumers expect not just high-quality items, but they also want them promptly and with as much information as possible.

They want to be able to go to your website and simply search for items, compare prices, and get personal recommendations. Personalized content manages to pique the interest of customers in the midst of an information overload. While all other information is thrown at them and ignored, customised content speaks directly to them.

Creating an omnichannel strategy

It takes a lot of time, effort, and resources to transition from a single-channel approach, such as web-only or store-only, to a multichannel or even omnichannel experience. Here are five high-level stages to launching an effective multichannel channel strategy for your brand:

  • Learn about your customer: Make no assumptions. Instead, investigate the interests, habits, and requirements of your target audience. Pose questions, get input from customers and make use of social media and social listening technologies.

  • Choose the appropriate channels: Discover where your consumers are and what they're up to.

  • Choose a clear goal for each channel: One channel is mostly for conversation, while the other is primarily for news updates and so on.

  • This is the difficult part, and it only works if you do it properly (omnichannel only). You'll need the right technology to track your client across all touchpoints, from reading reviews on your website to seeing social advertisements, window browsing at an online marketplace, and eventually purchasing at your physical store.

  • Maintain your channels: Now is not the time to sit back and relax; instead, keep testing and developing your plan. To effectively serve your consumers, thoroughly document these touchpoints. In this manner, you'll have a devoted consumer who will return for more.


It is challenging to keep up with the ever-changing world of trade. Today, an increasing number of businesses are investigating the advantages of omnichannel marketing. It takes a significant amount of time and works to go from single-channel or multichannel to omnichannel commerce. But it will all be worth it in the end.

You will be able to provide your consumers with a level of service that will set you apart from your competitors if you are ubiquitous on the channels that your customers are most comfortable with and align your whole brand behind establishing an omnichannel experience.

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