And how it affects brick & mortar retailers
Omni-Channel Marketing Definition – To connect your advertising and marketing campaigns across channels as to provide a consistent branding message and seamless buying process for the consumer. Also known as, multi-channel marketing.
During the tech boom, the ways consumers could find a store to shop increased exponentially. Many retail stores scrambled to create a presence on these different channels, often hiring outside sources to design a website or manage social media while another company handled the in-store and shopper marketing.
The reason omni-channel marketing is a popular buzzword in the marketing community is because consumers’ expectations are ahead of marketers’ execution. Consumers want to move back and forth from being in your store to visiting your website on any of their different devices. And when they do, they expect a consistent experience.
A chart from Telco 2.0 Research, illustrates the frequency of multi-device as an early step in paths to purchase:
Leading national retailers have found ways to connect their branding and marketing across devices and channels. But then why is omni-channel still such a popular topic of opportunity?
- Technology is always improving, so omni-channel marketing efforts should too.
- As we mentioned in last week’s article, In-store marketing efforts may be lacking in ensuring a cohesive experience. Many retailers struggle to connect the in-store and online experiences as part of their omni-channel marketing efforts. Attention should be given to this opportunity because in-store is the channel that brings in the majority of sales.
How to Connect In-Store with Digital
Strive to take the best qualities of your Ecommerce experience, and replicate it in brick and mortar stores. Think about how you might have similar “menu options” in store as you have online. So, the same consumer promotions you have in-store should be replicated online. Extend this to suggestive selling and logical add-on items to create bundles in-store. Use merchandising to replicate a “May we also suggest” online shopping conveniences. Also, ensure your in-store environment is easy to navigate like your website is.
Finally, deliver excellent customer service in-store. Ensure that your in-store service experience delivers on the promise you make to consumers online. Replicate the convenience, ease of shopping, service, branding and promotional messages through both channels and you’ve taken a major step toward a true omni-channel experience.
Conversely, not connecting digital channels with the in-store environment can cost you business. Today’s demanding consumers are savvy enough to tell the difference between your brand’s online message and the in-store experience.
How WMG can help
We are in-store marketing specialists that get retail. That means we understand how important it is to deliver an omni-channel experience, in store. We partner with you to create in-store marketing elements that are consistent with your online branding and are grounded in research to ensure effectiveness. We know a good omni-channel marketing program can help make your store easier to shop, just like a good web re-design can for Ecommerce. With over 40 years in the industry, we are confident we can raise your bottom line and increase the average ring size for your stores.
About the Author
Justin Lincoln – Digital Marketing Manager
Justin translates organizational objectives and business needs into marketing campaigns, social media strategies, and communication plans. When he’s not gathering insights from piles of analytical data, Justin is training soldiers on SATCOM equipment or reviewing commercials on Twitter. Connect with him on Linkedin!