Omnichannel marketing
Sravan Kumar
Customer Success | Helping customers to achieve their QA goals in 1/3rd of the time |
Omnichannel refers to the multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store, and the experience will be seamless.
Remember that. You can have amazing mobile marketing, engaging social media campaigns, and a well-designed website. But if they don't work together, it's not omni-channel.
The multi channel experience is what most businesses invest in today. They have a website, blog, Facebook, and Twitter. They use each of these platforms to engage and connect with customers. However, in most cases, the customer still lacks a seamless experience and consistent messaging across each of these channels.
Every company must develop its own unique omni-channel experience infrastructure, and you'll need to work closely with several departments in your company to develop this strong strategy. While building your own program, look to the following stakeholders.
- Product
- Marketing
- Sales
- Customer Support
- Customer Success
Once everyone understands the goals and objectives of your omni-channel initiative, you can start planning your transition to this model. Including these departments early on will make it easier as you try to shift into an omni-channel way of doing things - it's less of a headache down the road when you get people excited in the beginning.
Ultimately, your strategy should consist of a strategic plan to build a coherent, aligned experience across multiple platforms, which may include any or all of the channels featured in the above graphic.
There are few companies had played well in omni channel marketing. They are-
- Disney
- Virgin Atlantic
- Bank of America
- Oasis
- REI
- Starbucks
- Chipotle
- Timberland
- Orvis
- VIP.com
- Sephora
- Walgreens
Certainly, omni-channel user experiences still have a long way to go, and the scale of some of the integrations described above may make the entire endeavor feel out of reach for smaller companies.
But personally, I don't think we're that far away from a world where omni-channel is accessible to brands of all sizes. Technology has come a long way over the past decade, and there's no doubt in my mind that future changes will make it possible for even the smallest of companies to engage directly with customers — no matter where they are, what they're doing, or what device they're using