Omnichannel marketing typically involves using a combination of digital and physical channels, such as websites, social media, email, SMS, mobile apps, in-store experiences, and customer service interactions. By leveraging data and technology, brands can track customer behavior across channels, and then use this information to create more personalized and relevant experiences. Omnichannel marketing can help brands build stronger holistic relationships with customers, increase customer loyalty, and drive revenue. As new innovations in technology develop and brands seek advanced methods to succeed against competitors, there are five key trends direct-to-consumer (DTC) brands need to consider in their omnichannel marketing strategy.
Trend No. 1: Personalization
Personalization involves tailoring marketing messages and experiences to individual customers and their brand experience. Brands can use data on customer preferences and behaviors to offer personalized product recommendations, location-based marketing, customized content, email campaigns, mobile app experiences, and customer service. For example, Casper uses personalization to offer customized product recommendations based on a customer's sleep preferences and needs. The brand also offers personalized sleep advice through its online chatbot, The Casper Insomniabot.
Trend No. 2: Social Commerce
Social commerce refers to using social media platforms to drive e-commerce sales. Brands can create shoppable posts, enable in-app purchases, utilize messenger chatbots, and encourage user-generated content (UGC) to showcase their products. Glossier has a highly engaged social media presence with over 2.8 million followers on Instagram. The brand regularly features UGC on its social media channels and uses Instagram Stories and shoppable posts to drive e-commerce sales.
Trend No. 3: Voice Commerce
Voice commerce involves using voice-enabled technology, such as smart speakers and virtual assistants, to make purchases. Brands can integrate voice technology into their overall marketing strategy by enabling smart speaker purchasing, virtual assistant purchasing, in-store voice technology, and voice search optimization. One brand leading the charge is Domino's Pizza, which has integrated voice commerce into its ordering process, allowing customers to order pizza through Google Home and Alexa. Customers can use natural language commands to place their orders, making the process more convenient and interpersonal.
Trend No. 4: Augmented Reality (AR)
AR enhances the real-world experience for customers by overlaying digital information onto the physical world. Brands can use AR through mobile apps, in-store displays, social media platforms, and e-commerce platforms to create interactive and immersive shopping experiences. An example of a brand that does this well is Ikea. The furniture retailer developed an AR app called "IKEA Place" that allows customers to visualize how furniture would look in their home before making a purchase.
Trend No. 5: Brick-and-Mortar Stores
Brick-and-mortar stores provide a physical touchpoint for customers and are essential in an omnichannel marketing strategy. Brands can integrate their physical stores with their online presence by offering services like click-and-collect, in-store pickup, and in-store returns. One brand that successfully went from DTC to brick-and-mortar is Warby Parker. The eyeglasses brand launched its first brick-and-mortar store in 2010, and has since expanded to over 100 stores across the U.S. and Canada. The stores serve as a place for customers to try on glasses, get fitted by opticians, and purchase products in person. Warby Parker also uses its stores as a place to host community events and showcase brand values.
In summary, these trends highlight the value of building a comprehensive omnichannel marketing strategy that leverages technology and user data. By adopting these strategies, brands can create a seamless, personalized and integrated customer experience, driving profitability and building stronger customer relationships.
Lanie Shalek, director of growth at JOBI, specializes in growth marketing, driving customer acquisition, retention, and long-term value.
Lanie Shalek, director of growth at JOBI, specializes in growth marketing, driving customer acquisition, retention, and long-term value. She formerly worked as Growth Marketing Manager at Function of Beauty and Media Planner at Horizon Media. Lanie has her BA from Northwestern University.