As 2015 comes to a close, businesses across the globe are looking at what strategies will be driving the future of marketing in 2016 and beyond. At Mambo Media, we believe in a comprehensive approach to marketing which includes an integrated, omnichannel marketing strategy. Let’s explore why implementing an omnichannel experience should be part of your 2016 marketing plan.
What is omnichannel marketing?
Omnichannel marketing focuses on providing a seamless brand experience that is personalized for users regardless of how they interact with your brand. Whether a consumer is surfing your website, following your brand on social media, reading your emails or browsing in your retail location—an omnichannel experience ensures that every engagement with your brand is consistent across all marketing touchpoints.
In 2016, we will see more brands integrating in-store and online shopping as one seamless experience. For example, a customer who is shopping online during the holiday season may want to skip the shipping hassles and pick-up their purchase at a retail location. And using mobile payment products like Apple Pay, shoppers can quickly use their mobile phones to pay for their in-store purchases. Let’s look at a few more examples of how seamless, omnichannel interactions across physical and digital brand touchpoints can be achieved.
Best in class examples of omnichannel marketing
If you are looking for a tangible example of a company that “gets” omnichannel, Kohl’s is definitely a brand to watch. Kohl’s has recently announced five new omnichannel initiatives:
1. Store Mode for Kohl’s Mobile App. Kohl’s “store mode” allows users to personalize their mobile experience by providing information on inventory and in-store promotions for a specific Kohl’s store.
2. Enhanced Mobile Payment Options. In addition to rolling out Apple Pay this fall, Kohl’s is providing customers with the ability to complete their purchases using Visa Checkout at Kohls.com and through mobile devices. Additional enhancements have been made to Kohl’s mobile wallet allowing customers to scan and save gift cards and deliver promotional codes directly to their wallet.
3. Omnichannel Shopping Bag. When a user signs into their Kohl’s account they will have a single virtual shopping cart regardless of the device they are on.
4. Buy Online, Pick Up in Store Across All Channels. Customers can make purchases on a mobile device and select to pick up their merchandise at a Kohl’s store.
5. Redesigned Mobile Kohls.com Site and Tablet App. Kohl’s is improving the mobile checkout experience offering increased functionality and integration with their loyalty program. In addition, Kohl’s is revamping their product and collection pages to improve access to products as well as enabling customers to save on their purchase.
Kohl’s isn’t alone, recently Target announced plans to spend $1 billion on technology investments with the goal of creating a unified experience across their digital, mobile and in-store channels.
How can you achieve an omnichannel marketing status?
A recent Gartner survey indicates that by 2016 (that’s next year!), 89% of companies will be competing primarily on customer experience. Brands can no longer solely rely on their customers’ brand loyalty.
And, according to an Ernst & Young study, only 25% of American respondents said brand loyalty affected how they shopped. So customer experience has to be flawless at all touchpoints.
Yet, research from Retail Systems Research indicates that most online retailers have not implemented a personalized digital experience, and these brands are missing out on sales revenue from digital and mobile shoppers.
“Brands must think like their customers to create seamless, omni-channel experiences that keep customers engaged at all stages.”
Brian Solis
How do you stack up? Start by doing a little competitive analysis to get a sense of how seamless your competitors’ omnichannel experience is for customers.
• Take a look at their social channels
• Browse their website
• Sign up for their newsletter
• Go into their store
Do they provide a unified experience across all of their channels? Do they incorporate personalization in their messaging? Is their physical presence branded the same way as their digital presence?
If your organization isn’t thinking about your customers’ experience and ensuring that it is seamless across all channels, you may be sitting on the sidelines watching your customers flock to your competition.
Not sure where to begin? Contact Mambo Media to discuss how best to approach an omnichannel strategy for your business.
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