We’re all aware of the shopper journey which has been impossible to predict. However lately, in eCommerce circles, we have been hearing the term omnichannel marketing thrown around all the time. While it seems there are varied portrayals and definitions per industry, you might be perhaps lost in jargon. 

If you’re constantly finding the correct meaning to this term or if you are thinking it’s just another buzzword that doesn’t certainly mean anything, then luckily, today I am here to explain what omnichannel marketing exactly is, and how it works for eCommerce.

What is omnichannel marketing?

Omnichannel marketing is a business strategy that aims to establish a seamless shopping experience at every touchpoint. The idea includes using all the channels to create one, unified ordeal for the customers.  The channel creates a seamless message that modifies to the shopper based on their behaviour through your exchanges, delivering the personalised customer experience.  

To be more precise, nowadays people can be shopping online through any device like- desktop or mobile, via phone, or in a brick-and-mortar, no matter what channel they use, the message of your brand should be relevant to that customer.  This b2b omnichannel marketing works together to create your shopping experience harmonious and smooth. The main objective is to make shopper experience as easy as possible, and compatible engagement no matter how, where, when they are interacting with you.

Some examples of clarifying how it actually works: 

  • A shopper being retargeted on social media like- Facebook, Instagram, Youtube for the deserted products in their cart.
  • A customer receiving SMS about promotion or sale while shopping in-store.
  • A customer receiving poking emails for the cart abandonment products. 

How it personalizes accordingly

  1. When a customer visits your band, no matter what medium they use, you are present.
  2. No matter what channel of interaction they use, your response to the customer is automated and updated. 
  3. You get a personalization regardless who the buyer is, or what way they use to visit, or where they are in their shopping journey. 

Omnichannel vs multichannel

Don’t get confused between omnichannel and multichannel marketing, even though both stress on the usage of multiple channels to reach customers and potential buyers, they are two different marketing techniques.  

Multichannel refers to the ability to stretch to numerous channels, like social media, mobile, mails, ads, website, promotional event, physical location or a word of mouth. However, the provided message isn’t necessarily going to be relevant or personalised for each individual consumer. The lack of integration and intention of the approach often creates confusion and impersonal experience that leads shoppers flustered. Whereas, omnichannel focuses on consistency, personalising the experience across all channels and devices. It is more shopper based than channel-based – it’s the main motive to provide easy experience to the customer.

Advantages of omnichannel marketing

  • Have seen a boost in turnover 

In a study, it has been found that omnichannel customers are 30% more valuable. Through b2b omnichannel marketing, the target audience learns more about the brand across both online and offline channels. 

  • Increase in client satisfaction

The omnichannel strategy doesn’t only benefit in one way rather, the customer checks and buys meanwhile also expects to be offered a good service through any of the channels they decide to reach. It has been observed 75% of customers like to purchase again from the same brand they have to deem to have good service.

  • Enhanced productivity

The strategy allows the store associates to arm themselves with a tool that broadens their permit to the information and promotes efficiency. This information helps in providing an incredible offence for modifying consumer data into loyalty-building service to enhance productivity and shopper retention.