Marketing is constantly evolving and rapidly undergoing a major evolution. We are moving from compelling, mass marketing fundamentals towards one-to-one communication and personalized marketing methods. The role of many different devices used by users and many different channels preferred for communication is great. The effectiveness of print media, television commercials, and even e-mail marketing has declined significantly in recent years. When it comes to omnichannel marketing, we are talking about a world where customers are one step ahead of marketers. Some companies are very successful in this regard. Let’s give a few examples of the best omnichannel experiences in marketing.
Not to mention the Starbucks rewards app, which many consider to be one of the most successful multi-channel experiences. When you make any purchase, you get a free reward card that you can use whenever you want. But unlike traditional customer loyalty programs, Starbucks allows you to check and reload this card via phone, website or app, or in-store. Any changes made to the card or your profile are updated in real-time across all channels. This way, when you are queuing to buy a coffee, if you realize that you do not have enough balance, you can instantly top up your card.
This one is one of the best omnichannel experiences one can think of. As one of the biggest brands in the world, Disney offers a wide variety of opportunities for interaction. We call Disney’s theme park experiences a unique and magical interaction level, especially when looking at multi-channel experiences. Disney Parks visitors can start their travel online. Or they can go mobile with travel planning features to purchase tickets, make hotel reservations, and then make travel arrangements. Once locked on their date, guests can use ‘My Disney Experience’ . This helps them plan their day in the parks, view schedules, and then make meal plans.
On arrival, guests wear digitally activated “Magic Band” bracelets for each direction they stay. Magic tapes function as hotel room keys and storage devices for in-park photography They also function as check-in devices for meal reservations, and FastPasses to skip the line on certain rides. All information stored in Magic Band can be managed through the mobile application or in various parts of the parks.
IKEA is a well-known example and of the finer Omnichannel Experiences. The IKEA Catalog app allows users to switch between two platforms. Then the users save their eye-catching items to a shopping list for online or in-store purchases. Customers can also order online for in-store pickup if they want to skip the showroom. It also provides unique digital feature services for home design and remodeling services. The app features AR to visualize how a particular item would look like in a room. Desktop users allow you to enter room sizes for the kitchen, bathroom, or office and design a completely renovated room with items from the full catalog.
Oasis is a UK-based fashion retailer that combines an e-commerce site, mobile app, and physical stores with a simple shopping experience. If you enter one of the Oasis stores, you can find sales representatives ready to provide you with accurate and up-to-date product information on the spot with their iPads. Simultaneously, these iPads act as cash registers that make it easier for sales representatives to bill you anywhere in the store. However, if it turns out that a product you like is out of stock, staff can instantly place an online order to have the item shipped directly to your home.
It is a project initiated by Sephora Kozmetik stores to provide convenience to their customers and convey the right messages. Within the project’s scope, visitors are offered a powerful and awe-inspiring shopping experience with more than 50 different sized professional screens used in stores. With the wall televisions used behind the cash registers, the messages to be given to the customers are transmitted very effectively. There are different sized vertical screens positioned on vanity corners. Digital broadcasting areas were created to attract customers’ attention to products. With the horizontal screens used inside the stores, the customers who visit the store are decorated with very vivid colors at every point they look; a shopping experience is presented in an impressive and pleasant environment.
At least 43% of customers use mobile phones while shopping in a physical store. This fact alone highlights the importance of omnichannel marketing. You need to make sure that each of your shopping channels instantly works with each other to provide something compelling. REI does this very well, with a large number of shopping touchpoints. With the company’s multi-channel initiative, you will find up-to-date and accurate product information every time. And this kind of internal communication makes customers happy and satisfied and keeps them visiting the store again and again.
How Is Omnichannel Successful?
Regularly review your customers’ experiences while researching, making connections, and purchasing your products. By ordering, interacting with all channels, creating a support case, etc., test this experience. If possible, these tests should be conducted both internally and externally.
Make sure that compatibility goes hand in hand with a sense of discovery and inspiration, using customer data to inform that content is appropriate. Find out which data points are useful to you and categorize your target audience accordingly. Which data points help you better understand your consumers? Search for answers to your questions. Content and messaging are key points. If a consumer has ever been interested in or purchased your product, you may want to take advantage of it in your marketing. If a consumer has placed a product in their cart but hasn’t purchased it yet, use your content for purchase intent.
During a single purchase, people started using more and more devices. Make sure you listen to these interactions well and give correct answers. For example, the e-commerce retailer should try to keep the items in the basket among the devices used; If you have added a product to your mobile shopping cart, you must have the same product in your shopping cart when you log in to your desktop computer.
FAQ About The Best Omnichannel Experiences in Marketing
It is a sales and marketing approach that offers customers a complete shopping experience by combining user experiences and everything in between, from real place use to mobile browsing.
Omnichannel marketing provides a consistent, personalized experience for shoppers across all channels and devices. Multichannel marketing covers several different channels, such as social, mobile, and physical location.
It empowers users to customize their own experience. A customer comes to the store because he orders a product online and wants to buy it.
Omnichannel customer support means meeting customers on their preferred channel in all levels of interaction with your organization.
You must understand your target audience and their constantly changing shopping habits, anticipate your customers’ future needs.
Conclusion on The Best Omnichannel Experiences in Marketing
In today’s conditions, it is not enough to just advertise; it is necessary to provide the best service, experience in all kinds of channels and to store special data for its customers. It is essential to create a data pool and offer better options to its customers, and it will ensure that the customer is preferred because it is the speed and comfort that the customer is looking for. The business must be able to respond to the customer’s transaction in one channel as service and experience in all other channels. Since you have come this far we have a good reason to assume that you are into marketing. If that’s true you could improve yourself by learning about marketing funnel.