With the popularity of online shopping, it's critical for retail brands to have a strong online presence and make their products easily accessible. However, many consumers still prefer an in-store shopping experience. A dual approach capturing all retail channels allows brands to reach the widest possible audience of consumers.
For retail brands, the concept of omnichannel marketing represents a seamless and cohesive shopping experience that integrates all the channels through which a brand interacts with consumers. Retailers can break down the barriers between digital and physical, providing consumers with a consistent brand experience across all touchpoints. In an era when consumers expect nothing less than consistency, adopting an omnichannel approach is no longer a choice but a necessity.
Personalization: The Heart of Omnichannel Marketing
The heart of omnichannel marketing lies in personalization, enabling advertisers to serve tailored messaging and meeting consumers precisely where they are in their purchasing journey. By collecting insights from various channels, marketers can customize messages, recommendations and offers based on individual preferences and behaviors, driving stronger engagement and customer loyalty.
McKinsey reported 76 percent of consumers stated that personalized messaging significantly influenced their brand consideration, with 78 percent indicating that it increased their likelihood of repurchasing in the future. Algorithms and machine learning, employed to offer personalized product recommendations based on browsing and purchase history, are key to this approach. Advertisers can disseminate these recommendations through websites, digital advertising, emails, app notifications, in-store displays, etc. Brands can also create dynamic content catered to individuals, including customized messaging, geotargeting, unique promotions and displaying recently viewed products.
Expanding Reach and Engagement
Omnichannel advertising also broadens a brand's reach. While in-store shopping remains a significant portion of retail spending, e-commerce spending is on the rise. In the past, retailers often segmented their approaches to online and in-store shopping, causing message confusion and, ultimately, impacting sales. Today, consumers seamlessly switch between these methods based on convenience, product type, cost and urgency.
Brands that create a unified shopping experience, whether online, in-app or in-store, are more likely to maintain a loyal customer base and attract new shoppers. An omnichannel strategy accommodates diverse consumer preferences, reaching them through their preferred channels. Each channel presents a unique opportunity to showcase offerings, thus expanding a brand's overall reach and exposure.
Convenience and Trust
Convenience is a top factor influencing modern consumers’ decisions. How quickly can a consumer buy online and pick up in-store (BOPIS)? Or if they're in desperate need of a few groceries, can the items be delivered directly?
Omnichannel allows retailers to showcase all the different ways consumers can interact with a brand and make purchases. Whether it's online, in-store or advanced in-app shopping, an omnichannel approach meets consumers where they are in their purchase cycle, catering to their current needs.
This alignment with the consumer's needs and preferences builds trust in a brand. Customers are more likely to become repeat purchasers when they trust that a brand will consistently provide a holistic and efficient shopping experience. At a time when consumer behavior and preferences are continually evolving, an omnichannel strategy enables retail brands to adapt swiftly and effectively. Adaptability is vital during times of economic uncertainty, ensuring that brands remain relevant and accessible to consumers throughout the shopping process. As consumers continue to seek the best deals and prices for retail staples, an omnichannel approach helps a retail brand stand out above the rest.
Omnichannel marketing isn't just a buzzword — it's a strategy that meets consumers where they are and delivers personalized messages. Ultimately, this seamless experience enhances customer satisfaction and loyalty. Embracing omnichannel marketing isn't just a smart move; it's essential for the survival and success of retail brands in the digital age.
Marly Sohr is the lead of industry solutions, retail at VDX.tv, a global video advertising technology company.
As Lead of Industry Solutions – Retail, Marly works with VDX.tv’s Retail vertical team to develop strategic CTV and digital advertising solutions for retail brands.
Prior to joining VDX.tv (formerly Exponential), Marly worked as a Research Specialist at the University of Maryland, where she earned her Master’s degree in Public Health.