We live in a world where consumers are increasingly connected and demanding, so companies must constantly evolve to meet their expectations and remain competitive. The digital age has transformed buying behaviour, offering customers a multitude of channels through which to interact with brands. That’s why a traditional approach is no longer enough: to succeed, it’s essential to adopt an omnichannel strategy. But what is omnichannel, what are its benefits and how do you go about implementing it? We explain everything you need to know!
Defining an omnichannel strategy
An omnichannel strategy means that a company offers its customers a seamless and consistent experience across multiple channels, both online and offline. These channels can include physical shops, websites, social networks, mobile applications and call centres. A well-designed omnichannel strategy gives businesses a competitive advantage, as it allows customers to shop where and when they want, at their convenience.
Unlike a multi-channel strategy, the omnichannel approach aims to create a coherent and consistent consumer experience, putting the customer at the centre of attention.
The aim of omnichannel communication is not just to maximise the company’s reach and visibility across as many touchpoints as possible, but to integrate all these touchpoints into a harmonious whole, offering the consumer a pleasant, fluid and frictionless experience.
This approach is based on information gathered from consumers or prospects about their habits, preferences, progress through the buying process, etc.
What does an omnichannel communications strategy look like?
This omnichannel strategy is based on information gathered from consumers or prospects about their habits, preferences, progress in the purchasing process, etc. This information is then used to offer the consumer a personalised experience and relevant messages, whatever channel they use. This information is then used to offer the consumer a personalised experience and relevant messages, regardless of the channel used.
The main characteristics of an omnichannel strategy include :
- Channel integration: all communication and sales channels are connected and share information. For example, a customer can start an interaction on a mobile application, continue it on a website and finish it in-store, without any break in the experience.
- Consistency of the customer experience: regardless of the channel used by the customer, the experience must be uniform. Information on products, promotions, services (etc.) must be the same across all channels.
- Personalisation: using customer data to offer a personalised experience. Customer preferences and behaviours are tracked and used to tailor communications and offers.
- Fluidity and flexibility: customers can move seamlessly from one channel to another. For example, they can buy a product online and return it in shop, or check the availability of a product in shop from their mobile application.
- Data centralisation: customer information and sales data are centralised and accessible in real time, providing an overview of the business and facilitating decision-making.
- Optimisation of internal processes: coordination of internal operations to support channel integration and ensure efficiency and responsiveness.
The benefits of an omnichannel strategy for businesses
Responding to new consumer demands
Consumers’ habits and priorities have changed, as have their buying habits. They have more options, more power and have become more demanding. Today, they no longer go straight to the point of sale to make a purchase, but carry out in-depth research and compare the different alternatives before making a decision!
A study (1) has shown that 73% of buying journeys are now omnichannel, but also that 33% of consumers may break off their relationship with a brand because of a bad experience. Lack of personalisation is often perceived as a bad experience in the vast majority of cases.
Developing a competitive edge
By establishing a consistent presence across multiple channels, you not only gain greater visibility with your customers, but you can also showcase your offerings on platforms where your competitors may not have a presence.
For example, if the majority of your competitors focus on promoting their products or services via online advertising, you can develop a blog with informative content. This will enable you to be visible earlier in the buying process. Although this won’t immediately convert visitors into customers, you’ll be more likely to convert them later, because you’ll have earned their trust with your content.
Another benefit of an omnichannel strategy is the consolidation of your brand image. With a unified message and powerful storytelling, you can strengthen your branding and stand out from your competitors, even in highly competitive markets where it’s often difficult to differentiate on product alone.
Boost your company’s performance
One of the most interesting advantages of the omnichannel strategy is its direct and substantial impact on the company’s key performance indicators (KPIs). Companies that succeed in this strategy see a systematic improvement in their visibility, their conversion rate and even their retention rate.
A consistent, seamless experience across multiple touchpoints increases consumer familiarity with the company and maximises the chances of conversion. For your existing customers, meeting their expectations in a relevant way increases their satisfaction, which in turn fosters their loyalty and improves their customer lifetime value.
It’s a well-known fact that it costs less to retain an existing customer than to acquire a new one! This brings us to our next point: the omnichannel approach not only helps to improve your positive KPIs, it also helps to reduce your marketing costs.
This is possible thanks to the intelligent use of your consumers’ data to target them more effectively, thereby increasing click-through rates and reducing costs per click (CPC) on online advertising platforms.
Mitigating market risks
One of the key factors in the survival and success of businesses is their ability to adapt to the various risks that arise. Companies that fail to protect themselves and adapt to threats will disappear.
Other major risks include over-reliance on a specific online platform. It is not enough to be present on Facebook, LinkedIn or Instagram. These platforms are controlled by algorithms which, although highly intelligent, can overnight reduce your reach or, worse still, suspend your account.
The solution? Diversify your online presence as much as possible to reduce these risks through an omnichannel strategy. For companies without an online presence, this means thinking about their digital transformation. But it’s a project that’s worthwhile in the long term!
6 steps to an omnichannel marketing strategy
1. Understanding your customers
To get to know your customers better, you can collect data on them through :
- online surveys ;
- data analysis programmes
- social network monitoring software.
These tools will enable you to identify your customers’ buying habits, discover your company’s strengths and areas for improvement. All this will help you determine how to attract and retain your customers over the long term!
2. Rethink the way your teams work
In many companies (particularly larger ones), teams tend to work in isolated silos. The problem is that this configuration is not compatible with an omnichannel approach. The key to a successful omnichannel strategy is to put the customer at the centre of all processes.
This means that all your teams need to work closely together, exchanging information and insights to deliver the best possible customer experience – before, during and after the purchase.
3. Identify the right communication channels
In an omnichannel strategy, it’s crucial to choose the right communication channels for your business and your customers. You need to be present wherever your customers are looking for you! Thanks to the first step, you already have a better understanding of your customers’ behaviour and can identify the most effective communication channels for interacting with them.
Do they prefer to shop on their mobile or on their computer? Are they present and active on TikTok, Instagram and/or Facebook? By selecting the channels where your customers are most active, you can optimise your budget by avoiding less relevant platforms.
4. Standardize your message
Make sure you adopt a clear and consistent message across all your communication platforms. In fact, to build a strong brand image, it’s essential to unify all your messages across all the channels and media you use.
For example, your Instagram page and your physical shop should share the same colours, the same expressions, the same tone, etc. Each channel follows on from the others, so your branding is consistent and strong.
5. Collecting and analysing data
Omnichannel marketing cannot succeed without an in-depth understanding of the customer, his buying behaviour and his preferences. It is therefore essential to put in place systems that enable relevant information to be collected across all channels (Google Analytics, Facebook Pixel, etc.).
We recommend that you start by drawing up a branding plan. This will enable you to determine precisely what needs to be measured and how. Another valuable source of data is feedback from your customers. Pay attention to what they say, what they like and don’t like, and use this information to improve their experience.
6. Building customer loyalty
The main objective of an omnichannel strategy should be to build customer loyalty. After all, your main aim is to build long-term relationships between you and your customers. To do this, you can put in place various initiatives, such as a VIP programme that rewards loyal customers who have made a certain number of purchases could be effective.
Think about targeting your customers with personalised content, such as segmented newsletters offering products tailored to their consumption habits. Use and exploit all the data collected in the first stage to derive maximum benefit! Each customer or prospect is at a different stage in your sales tunnel, so don’t hesitate to produce content for each of them: the one who hasn’t bought yet, the one who is hesitating, the one who is already a customer and whose commitment you want to increase, etc.
Sources : (1) https://hbr.org/2017/01/a-study-of-46000-shoppers-shows-that-omnichannel-retailing-works
