No longer is an “Amazon-like” user experience exclusive to tech behemoths. Their omni-presence means Omni-channel marketing is expected and indeed demanded from customers, as users want to be able to switch seamlessly between channels and touchpoints. They want to move from app to online chat and across to email, without the need to re-input or repeat themselves. If they reach a dead-end then the competition is only a click away.
If you aren’t at least planning for this then you are losing ground, rapidly. In sectors like retail, 74% of retailers have either started on their Omni-channel strategy or have already implemented it, whilst 40% of customers say that they won’t do business with companies if they can’t use their preferred channels.
Sharing data across platforms and channels builds a deeper knowledge of a customer’s needs. This results in laser-focused personalisation, delivering content, pricing and offers that compliment the customer’s journey. Having a complete picture of what they have viewed or consumed, means customers can be encouraged and nurtured along the buying journey with confidence.
Organisations can benefit hugely from adopting an Omni-channel approach, whilst executing it brings about significant customer delight.
Reduce marketing spend – remember the old adage from the days of Mad Men, “I know that half my marketing budget doesn’t work, I just don’t know which half”! Well, adopting Omni-channel principles significantly reduces the risk of wasted spend, as what is spent is targeted at the right consumers in the right way. And when it's not wasted it makes it more powerful, which makes for tighter controls on spend.
Stronger brand recognition – because the customer’s experience is seamless, the visuals, the message and the collateral are unified, creating a beautifully consistent delivery. This accentuates share of voice in overcrowded spaces - the foundation to building strong brand recognition.
Improves campaign results – campaigns become watertight, messaging is nailed on and results significantly improve. Integrated data means customers are fed content most suited to their need state. They are enticed through the buying funnel with timely and relevant messaging, rather than shoe-horned through with disjointed and unwanted pushes: all resulting in more effective campaigns.
Increase sales – ultimately this is what everyone wants right? (of course they need to be profitable sales, but cost-cutting can only help so much, so increasing the top-line is essential). An HBR study, found that customers spend 10% more when shopping online than single-channel customers.
Improve lifetime customer value – an Omni-channel marketing strategy puts the customer first, right at the heart of its marketing activity. It makes the customer feel valued and listened to, placing them firmly in the driving seat. And who doesn’t want to stay with someone who does that!
To discuss how Omni-channel marketing could help benefit your business, please get in touch, we’d love to have a chat with you!