Updated: Oct 22
In the realm of retail, the phrase "omnichannel" has become a buzzword, with some experts advising consumers to avoid using it completely. Marketing teams are left wondering which channels are most suited for their unique needs as marketing continues to rely on digital media rather than conventional channels. Digital marketing, social media marketing, and email marketing are all terms that are tossed around a lot, leaving some marketers perplexed as to which channel is best for reaching their target audience and generating the highest return on investment. There is one such solution, i.e. omnichannel e-commerce solution. Being omnichannel means businesses must employ a variety of marketing channels to create a unified user experience. The goal is to bring all of your communication channels together to provide a consistent and engaging brand message. This omnichannel e-commerce solution combines several marketing channels to deliver a superior customer experience.
Why is an omnichannel e-commerce solution relevant in this digital era?
According to Aspect Software, businesses that use an omnichannel approach have a 91 per cent higher year-over-year client retention rate than those that don't. According to another research, companies with excellent omnichannel consumer interaction retain 89 per cent of their customers on average, compared to 33 per cent of companies with weak or no omnichannel customer engagement. Ninety per cent of customers switch between different deceives during the day when it comes to customer engagement. This implies that, while they may have discovered your brand's newest offer while checking their email at work on their PC, they may return to your online storefront on their smartphone later that afternoon on their train ride home. With increasing consumers using several devices, an omnichannel customer experience is projected to be in high demand by 2020, with near-perfect execution. Not only do brands with an omnichannel approach see higher levels of user engagement and retention, but they also see a rise in the frequency with which customers make purchases and the amount they spend.
Some examples of successful omnichannel retailers
These statistics are enough to convince that the future of e-commerce is indeed an omnichannel e-commerce solution. But if you are still not convinced, these brands are a perfect example of how omnichannel marketing is taking over.
Amazon- What started as an online-only business has swiftly evolved into one of the best multichannel examples in the industry. As a result, customers may view their profile information not just on the Amazon website but also on the following websites:
The app for mobile devices
Alexa enabled gadgets
Because of Amazon's seamless omnichannel approach, customers can carry their cards with them almost anywhere. They may now pick up items in-store, at various "lockers," or have them delivered to their doorstep, in addition to placing and tracking orders. Do you need to make a repeat purchase or add anything to your shopping list? Simple—either manually add it to your shopping list on your smartphone or ask your Alexa device to do it for you.
Disney is a brand that makes it simple for customers to engage with it because it is based on creativity and imagination. As a result, customers at the forefront of multichannel marketing. The devil is in the details when it comes to Disney. Every page on their website is mobile-responsive and device-optimized. After booking a Disney World resort visit, visitors may use the My Disney Experience application to organise every detail of their vacation. They may use the smartphone app in the park to find the attractions they marked in the experience tool and get predicted wait times for each one. In addition, Disney debuted its Magic Band initiative this year. It's a wonderfully crafted omnichannel weapon in Disney's armoury. Visitors to Disney World and Disney Land may use their Magic Band to access the parks, open their hotel rooms, check in for FastPass lanes, link to their Disney PhotoPass account, and charge all park purchases to their Magic Band. All of this is, of course, tied to the My Disney Experience account, which can be accessed via the smartphone app.
Sephora is just another brand whose omnichannel customer experience has been lauded time and time again. We've even praised Sephora's Beauty Insider Rewards programme as a way to strengthen consumer-brand connections. Sephora Beauty Insiders may access a boatload of data by tapping into the Beauty Bag on their phone or PC. Consumers may shop, view their favourites list, any previous purchases, how many rewards points they have, scan goods in-store to discover additional online possibilities, watch training videos, and find a store near them. This very successful omnichannel marketing strategy has cultivated 11 million members who spend 15 times more on Sephora.com than the typical user.
Starbucks is often regarded as an omnichannel mastermind. Nowadays, there appears to be a coffee shop on every corner. Why? Because they are doing so many things correctly. Starbucks does a fantastic job of offering a consistent user experience. Starbucks users get reward points every time they purchase with a Starbucks card, whether it's an actual card or a mobile app. The connected app also allows coffee drinkers to discover nearby locations, send presents, order beverages ahead of time for a faster experience, check new menu items, and, thanks to Spotify's recent connection, users can see what songs are playing in that specific store and add them to their playlists. “Omnichannel includes using data to identify where effort occurs in the consumer experience and how to reduce — rather than increase — effort,” according to the app's amazing effortlessness.
Walgreens’- Forbes just named Walgreens' mobile retail app one of the best in the United States. Its success can be ascribed to the pharmaceutical retail behemoth's omnichannel approach. Users may use the app to manage their pharmacy prescriptions, get quick refills, locate bargains on items in shops, and place orders for pick-up at a nearby location. While the app is geared toward improving a user's in-store experience, it is a mobile-focused purchasing experience. Walgreens' plan is brilliant in this regard.
Bank of America- Many people mistakenly assume that omnichannel marketing is just for retailers. This fact, however, is changing as omnichannel is becoming a way of life for customers (and will soon become one for marketers too). Customers want a smooth experience from fintech businesses, whether it's a real bank transaction, an online transaction, or an ATM withdrawal. For a long time, Bank of America (BOA) has offered its customers an omnichannel experience, allowing them to connect to free Wi-Fi and continue banking transactions while waiting in a branch to provide tablets while sitting in a kiosk with a bank manager. They went one step further and launched the ‘Robo-branch' concept, in which clients may voice their concerns with a machine rather than waiting for a teller to become available. The discussion, problem-solving, and overall experience are all the same.
If you aren't currently using omnichannel marketing, you will be soon, if only because your rivals are. However, as these successful businesses demonstrate, you have complete freedom to determine what will work best for your brand. If you're thinking about an omnichannel e-commerce solution for your business and aren't sure where to start, keep in mind that there isn't a one-size-fits-all solution. Different firms approach it differently depending on their sector, target audience, and aims. In addition, these omnichannel examples are not meant to be replicated in your company. However, you may use these examples as a reference to understand how other businesses have achieved omnichannel success.