The omnichannel marketing aims to create a complete customer experience across all and commercial platforms of a company. For many experts, it is the best multichannel marketing because customers can make their purchasing decisions at any time. anytime and anywhere. The quality of the omnichannel strategy depends on the product offered and the client's profile. A complete analysis of the data is therefore necessary beforehand. Take the leap and optimize the performance of your marketing budget thanks to an omnichannel interaction with your customers.
- Omnichannel marketing: reach customers anytime, anywhere
- omnichannel marketing: good and bad examples
- Getting started: here's what you need to keep in mind with your omnichannel-strategy
Omnichannel marketing is a strategy that uses digital, analog and physical channels to interact with customers. Unlike multichannel marketing, the different areas overlap perfectly with each other. Customer data is available through all channels . The customer journey therefore takes place uniformly on all platforms and is adapted to the person in question.
Omnichannel Marketing: Reaching Customers Anytime, Anywhere
The market and customer requirements are constantly changing. Omnichannel marketing also has its predecessors. The marketing channel is a way to addressand reach the customer. Producers of a product are looking for the best distribution contacts who will act as intermediaries to organize sales to customers or distribution to other points of sale. The partners in this sales chain optimize production, sales and marketing.
The simple marketing channel is mainly found in the B2B sector . In the case of bread, for example, the chain goes from the harvest of the raw material (wheat, spelled, etc.) to its transformation into flour, then into bread, to delivery to wholesalers and finally to the stores that sell it to customers.
Precursors: cross-channel and multi-channel marketing
Multichannel marketing uses more than one channel to present the product to customers. Sales channels cango through catalogs, brochures, billboards, even a local store. In addition, multichannel marketing uses all the possibilities offered by digital to establish contact with customers. Catalogs, blogs and online applications are suitable for PCs, laptops, tablets and smartphones. Natural or paid SEO campaigns are also included. Thus, different channels represent different ways of contacting customers. In some cases, however, these channels compete rather than form a unit.
cross-channel marketing allows customers to use more than one channel when of the same transaction. The channels used must be coordinated for sales to work well. An example of this is the Click and Collect model, where customers order an item online and pick it up later in the store. >
Omnichannel marketing: optimized multichannel marketing
The omnichannel strategy incorporates all of the above concepts. It uses all the available channels and connects them. With the right application, customers have the opportunity to learn more about a product online and later find the nearest store where they can get personalized advice from employees and directly test the desired product. . Once in store, the app also delivers more detailed information or suggestions for similar products. Learn more about customer journey mapping to better anticipate your customers' journey and make it more intuitive.
The omnichannel approach works thanks to a base central data which collects as much current customer data as possible . The different channels are coordinated with each other and overlap during the sales process. Favorite products and search settings accompany customers from their home PC to the store or wherever they pick up their smartphone. Whether it is a price comparator or a spontaneous buyer, with the right strategy, you bring your customers where they feel most comfortable and ready to buy. In addition, you should offer an integrated service for returns and payments as well as technical assistance.
" Omni means all, each, whole. "Omnichannel means that all channels are used globally and nested.
Markomnichannel eting: good and bad examples
An omnichannel strategy requires a lot of advance planning, analysis and in-depth process restructuring. Some avoid costs and efforts because they believe that increasing customer profit through an omnichannel strategy does not meet their expectations. In a study by the Harvard Business Review , 73% of the 46,000 people surveyed said they used more than one shopping channel, but only spent 4% more in-store. which is not a very attractive figure. But the study also found that the more buyers spend, the more channels they use . In addition, customers are becoming more used to mobile shopping experiences and expect to be coached on all channels. Anyone who refuses or adapts omnichannel marketing pas to its target group will end up losing customers to the competition.
Thalia advances omnichannel marketing
Thalia, the German leader in retail book sales, is a great example of successful omnichannel marketing. Founded in Hamburg in 1919, the group now has more than 280 branches throughout the German-speaking region. Thanks to an early multi-channel concept, the company was already able to record strong growth. One of Thalia’s central priorities today is to improve its omnichannel marketing strategy. Cooperation between the various channels is expected to increase further in the future.
In the past, Thalia bought the domain buch.de , which now operates under the name of thalia.de, but de facto offers the same service. The Thalia app is availableesse for mobile users and offers a search function, a notepad, a store finder and an order function. This makes it easier for customers to order items from the nearest store or have them delivered to their home. Stores update their inventory directly so customers know if the product is available in store .
Thalia presents on this page all the channels available to customers for a successful interaction.
In addition, Thalia s' is associated with Tolino electronic reading lights and HotSpot from Telekom. Customers can discover the titles of e-books available online in the store and download them from the website to the personal cloud of the store-bought e-reader. In addition, the company directly addresses its customers via Facebook and Instagram . The online content is linked to the products that are currently available in stores. Readings and other events organized in stores complete the offline marketing campaign. Advertising is done on leaflets and online, on the subsidiaries' web pages as well as in the calendar of events integrated into the Thalia website.
Busy people opt for express delivery during the order on the company's website in order to have home delivery the same day. Less experienced customers will find branch phone numbers on the website and can communicate directly with qualified bookstores. They also accept orders.
Thalia combines its online offer with that of its fixed points of sale. Customers interact with the business through the website, social media, apps and the store. Specialized staff will advise you on online offers and options, including e-readers and their content, in person or by phone. Shopping is possible online, by mobile and in store.
Disney entertains you wherever you are
You can see how the media offers, vacation planningances, shopping, events and games are aesthetically combined with a global player like Disney . A quick look at the website reveals the powerful but clearly organized structure of the Disney world. Each tab on the home page leads fans to a purchase in just a few clicks. It is possible to buy tickets for blockbusters or to discover trailers and exclusive content like interviews or online games in augmented reality. Items are available in the online store and childhood icons are waiting in parks around the world.
Disney you helps plan your stay in the park. With the My Disney Experience tool, customers can link tickets for all of their fellow travelers to a single account. With it you can get a Fastpass to reduce waiting times, make rreservations in restaurants and create reminders. In the park, customers use the integrated application on their smartphones. The MagicBand is used at the Walt Disney World Resort. It opens doors, links images to the planning account and releases Fastpass options. It also functions as a credit card and links payments to your hotel room. The omnichannel strategy works: it's getting easier and easier to spend money at Disney.
Karstadt is looking pale
The department store Karstadt was founded in 1881 in Wismar . His concept has been very successful for decades and has been copied many times. But with the seemingly inexorable decline of department stores and the dramatic insolvency proceedings of 2009, the former splendor of the department store chainis deleted. But Karstadt and other houses are trying to modernize. They thus introduced omnichannel strategies such as Click and Collect . The Karstadt restaurant website also offers a link to a “Social Table, which summarizes the group's profiles of different social media . Karstadt also surprised everyone by buying the Hood.de online store in June 2017. Among other things, it allows it to catch up on its omnichannel distribution delay.
But the channels are not compatible in their entirety. It is unclear whether Hood.de is related to Karstadt. Karstadt loyalty cards can be requested online or in store, but the promised discount is only valid on the platform on which the card was issued. Physical stores and the website are not developing their brand image enough. One of the possible problems: Karstadtdoes not optimize for a specific customer profile. As a result, the target group appears to be extremely broad and undefined.
In addition, the supply chain is not uniform due to the many shop in shop solutions . If you are looking for goods online that are not managed by Karstadt, you should go to the websites of merchants who operate independently of the department store. At first glance, the store's integrated restaurant website also works differently from the Karstadt store. Customers lose their orientation on the website, as they do in the department store with a homogeneous design with its endless escalators and confusing sales spaces.
Getting started: this is what you need to keep in mind with your omnichannel strategy
Before creating your own omnichannel concept, analyze your customers carefully. To do this, you need as much data as possible about their buying behavior. The goal is to find out what what your customers want and how they can get there. You can use the AIDA model as a guide. Focus on the most important data that connects your product and your customers. customers and application cases for different scenarios and devices. Consider other channels that influence customer relationships: service, product team , sales, etc.
An application case includes the possible scenarios that occur when an actor (for examplea customer) follows a certain route (for example, using a coupon code) and pays in a system (such as your application).
A customer journey can start on several platforms and continue with multiple channels that can all interact together until purchase and potential customer loyalty. It is therefore important that internal and external testers check the different channels and their compatibility. These different channels can be affected:
- An order procedure
- Social media
- A newsletter
- Services (chat, phone, email)
- SEO and SEA
- Technical assistance
- The store information and advice
- Online and printed catalogs
- Applications and QR codes
- The warehouse and goods receipt
You will get initial interest and later customer loyalty if you produce concrete content that is aimed directly at customers and which takes their behavior into account. Newsletter, blog content or personalized push messages are possible. You can learn more about conversational marketing here and its benefits. By following the Listen and Respond principle, you can record search queries and paths traveled by your customers, store data centrally and respond to them through other channels as soon as your customers use them.
When you optimize a business (which operates both offline and online) according to an omnichannel strategy, don't forget about the goods that come and go. Synchronize stocks in store and in your warehouses. When customers can see online if the pthe desired product is in stock in the store, this increases the likelihood that they will pick it up personally or order it online by express. With cross-checking data, there is no need to have an additional warehouse for the online store, as the entire inventory can be accessed by customers via different channels .
"Brick and click (also called" Womble Store Method, "click and mortar or" WAMBAM) refers to companies that have both fixed stores and a web presence. This allows them to offer their clients personalized on-site advice and quick and convenient online services.
The Single Source of Stock (single source for all stocks) increases the efficiency of the sales chain if you configure your merchandise management system, your checkout systems and your ERP for this purpose. Depending on your range and variety of products, Smart Shelves may be part of your future. They allow you to enter data on the movement of products in your physical outlets. If customers often choose an item, but do not buy it, it becomes possible to draw conclusions: it may be necessary to improve the presentation or remove the product from the range. In addition, the smart shelf constantly saves inventory and sends messages to the system.
Omnichannel marketing, by definition, is the optimization of multichannel marketing. It goes even further by connecting all possible contact channels to customers so that they have a flawless shopping experience. If you follow the most important rules, you will be rewarded with the loyalty of your customers.