Imagine having a concise brand that reaches out to your customers no matter where they are and encourages them to learn more about you or to make a purchase. Imagine having the ability to reach out online and through a storefront, the ability to get customers interested in your brand, and the ability to encourage repeat purchases. Omni-Channel retailing enables all of this and can help your brand grow.
What is Omni-Channel?
Omni-channel means using multiple channels to reach out to potential customers and to encourage repeated purchases. It’s an integrated approach to marketing that reaches everywhere to interact with customers. Branding must be consistent across all channels to present a unified approach and to allow the business to be everywhere their customers might be.
Omni-channel retailing combines social media, e-commerce, storefronts, and anything else the customers might expect to see your business in. It allows you to inspire customers to reach out to you, to purchase products no matter where they are or what they’re doing and enables brand recognition by keeping the branding the same everywhere customers might see you.
Example of an Omni-Channel Approach
Omni-channel retailing is not something that’s done all at once. Instead, it’s done in stages to reach out to the customer consistently and get more interaction with the company. An example of how this might work includes the following steps:
- The customer makes a purchase online through a major reseller like Amazon. They receive their product with a letter thanking them for their purchase and encouraging them to visit the company’s website.
- The customer visits the company’s website where they’re able to see all of the products sold by the company, sign up for the company loyalty program for special savings, and be connected to the company’s social media websites.
- The customer adds the company on social media, receiving special discounts and an invitation to check out direct to store shipping. This makes it easier for them to try out the store shipping on the company’s website.
- The customer purchases a product and has it shipped to the store, where they’ll pick it up. While there, they receive a coupon for a future purchase and have the chance to see more products in person.
- The customer uses the coupon and receives a follow-up email. This encourages them to shop online, visit the store in person, or to check out a special event.
The process continues, with the customer receiving more information about the company, more reasons to connect with the company and to continue to purchase products from the company. They’re receiving information both in person and online across multiple channels, boosting brand recognition and supporting loyalty.
How Can This be Used in an Online Strategy?
Using omni-channel retailing enables you to reach out to customers online and in person. Though your storefront will be a part of your marketing strategy, a lot of the work will be done online. You’ll need to make sure your branding is consistent throughout all channels. You’ll also want to make sure all channels are connected as well so it’s easier for your customers to move between them and find all of the information they’re looking for.
To work properly, there should be the potential to purchase products through multiple channels, not just connect with your company. For instance, they might be able to purchase your products in your store, on Amazon, and via your website. They may be able to have products shipped to their home or schedule a time to pick up the product in your store if that’s more convenient for them. Connecting everything to encourage them to be loyal to your brand is what makes omni-channel retailing so successful.
Potential Drawbacks
Omni-channel retailing does need to be done carefully to work well. If the branding isn’t consistent, it could be confusing for potential customers and could make brand awareness more difficult. Additionally, if customers have trouble getting from one channel to another or aren’t contacted with more information about how to connect with the company, it could discourage them from future purchases. Consistency is the key with omni-channel retailing and helps ensure it works properly to promote your brand.
Brand recognition and encouraging loyalty are crucial today. Omni-channel retailing is the chance to connect all channels your company uses, online and offline, to promote your brand, bring in new customers, and encourage customers to continue shopping with your company for what they need. Learn more about this type of marketing today to find out if it’s the best option for your company.
