Boost Your Business with Omni channel Marketing

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Your customers may not know the meaning of “Omni channel”, but they will notice if the purchasing experience is jarring across different channels or if your products are not available where they are searching for them. They now expect ultra-personalized experiences, consistent cross-channel presence of the brand, and the ability to buy when and where they wish. Creating an Omni channel strategy keeping your customers in mind will give a seamless, customizable experience, leading to customer delight.

It is vital to present a compelling offer to customers wherever they are, especially in the face of COVID-19, which spurred more online buying than ever before.

Marketing and advertising will be a key component of any Omni channel strategy or multi-channel plan, but there’s much more to it than that, particularly if you’re planning to expand.

Let’s start with the advantages of Omni channel, then go particular about all of the components of your plan.

What Is the Purpose of an Omni channel Strategy?

After many brick and mortar stores were forced to shutter or operate at reduced capacity as a result of COVID-19, merchants were compelled to make hasty decisions about how to fulfil the demands of their consumers. Stores that did not already have digital channels were at a considerable disadvantage.

To add to the disruption, customers who were stranded at home sought new channels of both shopping and leisure — and some took advantage of the chance to be more experimental. According to a McKinsey study, 75 percent of US customers explored a new purchasing behaviour as a result of COVID-19 repercussions.

Be present where your customers are.

COVID-19 has misdirected and fragmented consumer spending. Customer journeys used to be mostly linear, but now there are many alternative approaches for individuals to discover companies and goods. Merchants must meet clients where they are to gain the desired visibility.

Making the purchasing experience more comfortable for customers is a key result of delivering the correct message to the right people at the right time. If they’re looking on Instagram, it could be easier for them to finish the full purchase process without leaving the app. If they are used to purchasing in-person at traditional brick-and-mortar businesses, they may prefer buy-online, pick-up in-store (BOPIS), or curb side pickup.

Take Data-driven Business Decisions

Because of the abrupt and significant changes in customer behaviour, some retailers may need to reconsider their sales and marketing channel mix, as well as their product offers, to optimize for the “new normal.”

Adopting a comprehensive Omni channel approach — with a fully integrated tech stack — allows you to consolidate data from all relevant sources to help you determine the best methods to balance inventory and give the service and support consumers expect, regardless of where they purchase.

Create a Purchasing Journey That Serves the Customer Lifecycle

In the same way that the customer journey is no longer linear, it must also be (ideally) infinite. An effective Omni channel strategy will benefit both present and future consumers. With customer acquisition costs (CAC) continue to climb, it will be critical to examine the customer’s whole lifecycle to keep them and increase their lifetime value (LTV).

Subscriptions are an excellent retention tactic. Keeping customers in mind and providing a smooth ordering experience gives the type of convenience that today’s consumers seek.

The Four Pillars of Omni channel Commerce

Marketing and advertising, sales channels, operations, and fulfilment are the four pillars of a successful Omni channel strategy. To give the finest omni channel customer experience possible, all of these services must work in proper sync. 

  1. Sales Channels

Consumers are exploring, researching, and purchasing things in more ways and locations than ever before, including online stores, marketplaces such as Amazon, and other social platforms. Social commerce options have grown significantly in the last year or two, thanks to increased investment from Facebook, Instagram, TikTok, and others.

However, marketplaces are still expanding, with large firms such as Walmart making a more determined effort to compete with Amazon. In these quickly changing times, you must maintain a careful watch on trends and performance to ensure that your strategy remains the best approach to go ahead.

Is your target audience a frequent Amazon shopper? Are they buying from Walmart’s marketplace? What about social media platforms? Examine your demographic and the makeup of your target audience to determine which sales channels will give you the highest chance of being noticed by your target market.

  • Marketing and Advertising

Even if you have the best products, you still need to use marketing and promotion to get the word out. Marketing channels are rapidly developing just like Sales Channels.

Large marketplaces are increasingly offering advertisements through their platforms, and social media is serving both as a showroom and a storefront. Thus, surfacing the correct message at the correct time and place will have a significant influence on your bottom line, especially if you give a consistent brand experience wherever you go.

  • Operations

Consider your back-office operations: purchase and inventory management, product information, logistics, etc… From an operational point of view, the connection is the secret to success in your back-office, but the tools you use will be more dependent on your industry.

Omni channel inventory management is one of the major challenges in an effective omni channel approach. It is difficult to have a consolidated picture of all sales, stock, and customers, yet this centralized insight is required to ensure that you never skip a beat between multiple sales platforms.

Examine your technology stack to discover where you might be capable of connecting a solution that allows you to perform more in one location. The less data you have to aggregate manually, the better. To decrease the potential of error, look for solutions that may help you keep a track of everything all at once.

  • Shipping and Fulfilment.

The more sales channels you have, the more complicated fulfilling orders become – and if you have many warehouses throughout the country, it becomes even more difficult.

Many merchants found that using specialized shipping software makes it easier to satisfy client expectations. Negotiated pricing, insight into the delivery status, and reporting may be found — or a 3PL (third-party logistics) business, which encompasses procedures such as inventory management, warehousing, and fulfilment.

Wrapping Up

With client expectations greater than ever, establishing a comprehensive Omni channel strategy can assist you in providing the convenience they desire, when they desire, and when they desire it. When people consistently and compellingly encounter your brand across channels, you are more likely to stay mindful and get more touchpoints.

Furthermore, the more interaction you have with your consumers, the better it is for your data. With time, you’ll have a better understanding of where your consumers are, where, when, and how they connect.

However, while much is being said about Omni channel sales and marketing, don’t overlook the other two important pillars: operations and shipping/fulfilment. With a four-pillar strategy, your company can run on all engines by advertising, marketing, and trying to sell where your customers are, handling inventory, orders, and customer service from various channels without missing a beat, and getting their products to their doorsteps — all while keeping customers happy along with making customer experience management easy for you.

About the author

Surjo Das

Surjo Das is a Digital Media Publisher and freelance copywriter. He has been working in the publishing industry for over 5 years now, holding various positions at different publishing houses Worldwide. His work experience includes managing marketing campaigns, content development, and website maintenance for various industries including healthcare, IT, finance, and education. He also offers to ghostwrite services to help aspiring authors get their books published while maintaining creative control over the project.

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By Surjo Das

Surjo Das

Surjo Das is a Digital Media Publisher and freelance copywriter. He has been working in the publishing industry for over 5 years now, holding various positions at different publishing houses Worldwide. His work experience includes managing marketing campaigns, content development, and website maintenance for various industries including healthcare, IT, finance, and education. He also offers to ghostwrite services to help aspiring authors get their books published while maintaining creative control over the project.

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