With the development of the new digital technologies and e-commerce industry, the distinction between physical and online shopping is disappearing fast, which gives way to a seamless “omnichannel” customer experience.
The new omnichannel consumer connects with brands through different channels such as websites, in-store, mobile apps and call centers, etc. They visit the physical shop, receive promotion coupons via e-mail marketing campaigns, search for information on Google, and actively interact with the brand’s social networks.
Many marketers have already reacted to the advent of the “omnichannel” approach through turning their multichannel strategies into omnichannel strategies by connecting all their touchpoints and ensuring a smooth transition between online and offline to deliver a truly unique experience across all touchpoints.
In the new paradigm shift, the customers want to reach your brand at any time they deem fit and at any place, which might include scrolling your Instagram while they are watching TV or your physical store or website using the method of payment that suits them better. Omnichannel marketing solutions helps companies to deliver this smooth experience to their customers.
Here are the 3 most important benefits of omnichannel marketing that you can exploit for your business growth:
The most important part of omnichannel marketing is consistency. If the information that you provide to your customers on your website is consistent with what’s on your Facebook business page and other channels as well as in-store, this will automatically make you seem more trustworthy. This reflects to the customers that they can trust you especially when you offer special deals or launch a new product, otherwise, you won’t seem professional and you won’t seem legitimate.
Neuroscience shows that human brain can process only one message at a time. While addressing to customers, omnichannel marketing helps you repeat your message over and over again to your targeted audience and makes your message streamlined and simplified. If your messages are incoherent and unconnected, your audience may just dismiss them. Moreover, they will be less likely to engage with your brand resulting in less loyalty and a decline in the purchase curve.
Research online, purchase offline behavior is increasingly prevalent among omnichannel customers. According to Google, 76% of people who search for something nearby on their smartphone visit a related business within a day, and 28% of those searches result in a purchase. Therefore, making your content more simplified and coherent across channels including in-store platforms facilitates the customer’s purchasing experience. When customers face an easy and fluent experience, they will react positively, and it will result in a high sales volume. Besides, a facilitated and a coherent experience across channels will provide a reason for customers to support your business as well as better insights for your business to understand and determine how to deal with customer’s behavior.