Omnichannel Retail Marketing: Consumer Demands Then & Now

In 1995, the average consumer used two touchpoints to purchase an item.

What is that number? Six.

How can retailers keep up with today's consumer demands? Adopting an omnichannel retail strategy.

The long answer is much more entertaining. Keep reading. We must first look back at the past to understand the current state of retail. What was the strategy of big retailers? How do the pros keep up?

The Key Takeaways:

• 
  Omnichannel retail marketing doesn't mean being everywhere you want to be. It's more about being there your customers are
  
• 
  Customers are demanding the best of companies today. This customer-centric approach is essential to survival
  
• 
  Omnichannel approaches are more efficient, effective, and still profitable
  

What's the history of omnichannel retail advertising?

In recent years, the importance of the retail store has changed significantly. Despite all the advances in e-commerce and online shopping, as well as instant delivery and flexible store environments and flexible store environments, customers still visit retail stores to conduct research and wanderlust.

In the early 2000s, the dot-com bubble burst, launching us into an age of technological innovation and mere oblivion. Retailers tried to keep up with the pace. Companies capitalized on their strengths in order to keep up with the increasing competition from online sellers.

They made their physical spaces larger and taller.

What is single-channel retail?

Single channel retail refers to the use of a single channel to sell, market, and communicate with customers. There are two types of brick-and-mortar retail: online and offline.

These businesses are still available, even though Jeff Bezos isn't in the middle of the action. Some might even succeed!

They come with their own benefits and drawbacks, as does everything else. Let's take a look at them for a second.

Benefits

• Centralized information
• One warehouse
• Streamlined communication
• Lower overhead costs
• Predictable expenses
• Focus on strengths and sales growth to drive sales growth
• Maximize control over a saturated market

Single channel retailers profit from being the best at what their business does. If their company is able to stand out and keep their product's authority source, they might be able to coast for a while in a saturated market.

Each department or team may be able track sales data more easily, predict inventory levels, and maintain consistency in their marketing efforts by using one channel.

Reaching customers and keeping them happy is easy if they are all in the same place.

Wrong! They still have a lot of noise to consider and many realize it before it's too late.

Limitations

• Digital age is here NOW
• Shoppers have less flexibility and convenience
• Less consumer touch-points

Companies had to think about the ease of shopping for customers long before the internet boom. They had to be agile and use their strengths in order to keep up with their competition.

You had to be confident that customers would drive past you on their daily commutes if you owned a shop or chain. Even before the advent of distractions, people's lives were always busy. Relying on one touchpoint to reach consumers was bound for failure.

Others didn't make it, such as the beloved Toys R Us children's shop.

Toys R Us was an example of how many companies could not compete in the digital space and instead tried to maximize their physical presence. Digital marketing tools and landing page replaced the in-store sales representatives who were considered 'experts'.

Some were building websites, buying domains, and then crash-couching their way into the ecommerce world overnight. We all know this is not an easy task, even today.

These were single channel retailers in a multichannel environment.

Multichannel retailing is on the rise

Multichannel retailing means that you can use as many channels as you like and have them all managed separately.

Yikes. This will get really messy very quickly.

But I'm not trying to ruin anyone's day. This could be a good idea for you. It could be a great idea in theory.

Benefits

• Expanding their reach can help retailers sell more products.
• Stay on top of digital advances
• Each channel strategy should be managed separately

Do you want more money? Nice. You are adapting to the times. Keep up the excellent work. How can you manage the different channels' strategies? Don't panic.

I hope that you think the same way as I do. What does this mean for the customer?

If you are all over the place, it is foolish to believe that customers will believe what you have to offer.

Let's now discuss why this won't work.

Limitations

• A retail-centric mindset can lead to gaps in customer experience
• Lacks a strategy and message that is cross-channel
• There is a disconnect between brick-and mortar and e-commerce strategies
• Multi-warehouse management results in supply-demand gaps
• Data accuracy and consistency problems

You're only solving a fraction if you go into this strategy expecting to make a lot of money and solve your crisis of disconnect.

It shouts:

• "Look at my product!"

• "Give me all your money!"

• "We are sorry for any inconvenience/delay/misunderstanding."

Some critics claim that Omnichannel was not born of multichannel and is a distinct entity.

Multichannel retail is a concept middleman in the transition to the desired omnichannel experience we all should strive for.

What can we learn from the evolution in retail? We will show you why Omnichannel is the clear winner and why it isn't going anywhere.

Here to stay: Omnichannel retail marketing

Omnichannel refers to the use of multiple channels to sell, buy, deliver and market goods to customers. Omnichannel retailers use both offline and online spaces to satisfy their customers' demands and needs.

There are many similarities between multichannels and omnichannels, but omnichannel is a superior channel because of the increased integration between channels.

Customer-centricity is the key to an authentic omnichannel retail marketing strategy. Your customers must be able to experience the same brand experience at every touchpoint. Channels should be friends and not enemies.

This means seamless experiences for consumers and retailers when they use online and offline channels. For retailers, it means one platform that integrates digital and physical options.

Omnichannel AND omnipotent

There is no one right or wrong way to beat it in an Omnichannel game. That's what makes it so much fun! Explore your options.

Some may be more focused on ecommerce to sell their goods, while others may rely more on their brick-and mortar network.

While you might make most of your income online, you can still use a brick and mortar showroom to sell your products.

Peloton is a digital fitness platform that also produces stationary bikes and is a prime example of an omnichannel approach.

Peloton's consistent presence on Instagram, their cult-like following, or the physical showcase rooms they have set up in malls is proof of that. They are there to help their customers, and make it easy and accessible for them.

A brick-and-mortar or mall-based retailer can also use online and mobile channels to sell its goods.

Sephora, a beauty connoisseur that sells countless brands of makeup, hair and skincare online, is one company that excels at this task. They seamlessly combine the in-store and online experiences.

They have knowledgeable makeup artists and salespeople who are available to give advice, makeovers and suggest products. Need help from experts but can't make it to the store?

Customers can track their online purchases, view tutorials, scan items in-store, make a wishlist, and more with their Beauty Bag accounts.

Companies must be innovative and creative. Companies must think about customer experience in all they do.

The best omnichannel strategy

Omnichannel is here to stay. Your retail business is not connecting with customers through multiple channels or unifying customer interaction between offline and online.

Are you still not convinced? These stats will convince you.

• A 287% higher buy rate was achieved by marketers who used three or more channels in a campaign than those who only used one channel
• Retention rates for customers are 90% higher when they use omnichannels than single channels
• 71% of shoppers who use their smartphones to research in-store for shopping say it has become an integral part of their experience
• 90% of customers want consistent interactions across channels

Here are some things you can do to ensure you don't suffer from this opportunity cost and win at the omnichannel game.

Incorporate your approach

It's not about connecting with customers on a variety of media. Success in Omnichannel is about integrating strategies to create a cohesive whole.

The omnichannel strategy can be viewed as a single strategy that brings together all members of your team and ensures everyone is on the same page.

Only a concerted effort can ensure smooth transitions between channels and consistency between stock levels on- and off-line, as well as a seamless customer experience through the entire lifecycle. This is why you need to ensure that you have the resources and ability to deliver it.

Plan your journey

Maybe a friend refers a customer to your products. They may follow you on social media to stay up to date with new products and offers, and they might be pleasantly surprised to find an online sale for seasonal products.

They look through your online inventory and add items to their carts, but they don't make the purchase. They visit your store in passing, make the purchase, and then re-engage via your after-sales support emails.

This is how the consumer experience works in an omnichannel world. Each journey is unique.

Use feedback loops to reach customers and find out where they are at each stage of the process. This information can then be used to map and understand the journey. It is impossible to improve anything unless you know it. Make sure that knowledge and action are the primary components of your Omnichannel Strategy.

Exceed expectations

It is impossible to surprise your customers with omnichannel technology and reap the rewards. Customers have high expectations, and they are rightfully so.

While you cannot please every customer, you can make them happy. Today, 90% of consumers want an omnichannel experience. Consumers want to be able shop online and pick it up in stores, or to browse helpful articles to make sure they are making the right buying decision.

Before your customers get to you, they need you to be there. You must be friendly and helpful. You must answer their questions, compare product benefits and be honest about whether your products are better suited to their needs.

According to Oracle's 2021 retail consumer survey report, the top answer was not surprising when we asked about a bad shopping experience online or offline.

You must be open to sharing your knowledge if you want to stand out among the rest. This doesn't mean that you should be proud of your product, but rather how you can help customers meet their needs.

More to you

The omnichannel game is won by going the extra mile and providing a positive experience for every interaction. Keep your company at the forefront of the race, and look into every channel for possible solutions.

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