How to roll out omni-channel

Today we’re going to explore how taking an omnichannel approach delivers added value to shopping marketing.

Omnichannel marketing is a strategic approach to targeting, influencing and persuading the shopper, at both the “point of purchase” and “point of sale”, to buy a category or brands​.

Omnichannel marketing extends and integrates the shopper marketing task to include the whole shopper journey from inspiration to the transaction. Its purpose is to increase conversion at the point of sale by making the shopping experience as enjoyable and straightforward as possible.

Today’s shopper has unprecedented access to goods and services. Many influencers make it more complicated and expensive to reach shoppers/consumers and influence shopper missions. This makes converting those shopper missions into transactions at the Point of Sale that favour your category and brands​ equally complicated and expensive.

There is an evident need for shopper marketing to support and integrate consumer and customer marketing for several reasons:

  • Customers you rely on are losing share to their competitors​
  • Shoppers are moving away from where your brands are available​
  • Customers are expanding into new formats (e.g. Digital, Self Serve) that you are not familiar with​
  • Your business does the same shopper activity in all store formats, including online.​
  • Your shopper activities are not as successful as they used to be​
  • The growth of “Online” shopping is reducing your market share​
  • Your performance across your customer’s store formats vary significantly​
  • Your brand’s weighted distribution is declining​
  • Shoppers are getting mixed messages about your brand.

Responding to these challenges play a crucial role in supporting your category, and brand growth agenda​ and omnichannel marketing have a role to play here.

First of all, let’s understand the difference between multichannel and omnichannel marketing. Omnichannel and multichannel marketing are two very distinct and separate marketing strategies, even though both focus on using multiple channels to reach consumers/shoppers and potential consumers/shoppers.

The lines are blurred here and the debate frequent, that we want to help distinguish between the two.

There does not appear to be much difference at their core; both involve multiple channels, but there are significant differences. Omnichannel marketing focuses on delivering a consistent, personalised experience for shoppers across all channels and devices. In contrast, multichannel marketing spans several different channels, like social, mobile, direct mail, and a physical location, not necessarily consistently.

The simple rule of thumb is that a multichannel approach merely aims to get the word out via the maximum possible number of channels. In contrast, the omnichannel strategy connects every medium, to engage with consumers/shoppers to ensure they have an excellent overall experience with the brand throughout each purchase/point of sale.

There needs to be a consistency in the engagement at all points of purchase. This will lead to an optimisation of the return on investment and the impact at the point of sale.

In developing a successful omnichannel marketing strategy, it’s essential to think about the consumer first, identify and know your customers, know the channels available and use the ‘right’ ones (not every channel), segment your shoppers/consumer, create a personalised ‘message’ and track your success with the suitable metrics.

If omnichannel marketing is an area you would like to explore more, get in touch. We would love to help