Feb 21, 2024 Brian Tervo, CEO

The Art of Ever-Present Omnichannel Engagement

Omnichannel Engagement

Reflect on the last time you encountered a truly remarkable retail experience.

For me, it was a recent visit to Home Depot. I'll be the first to admit that I'm no expert when it comes to selecting the right supplies for my projects–let alone executing them. So, my expectations for this trip to the store were modest, to say the least. 

Nonetheless, I did my homework—I downloaded the Home Depot app, sifted through product options, and made a few selections. My goal to install a shelf was underway.

Upon my arrival at the store, I approached an associate, shared some details about my project, and displayed my prospective selections on the app. To my surprise (and slight embarrassment), he politely informed me that my choices were subpar. With a few keystrokes, he identified the exact hardware I needed to ensure my shelf could hold more than a paperclip. 

Grateful for his guidance, I asked about its location in the store—after all, these huge home improvement stores can feel like a labyrinth. He directed me right back to the app. Not only did it pinpoint the aisle where the product awaited, but detailed the quantity in stock, and its precise bay location. What started as a potentially daunting endeavor turned into a brief ten-minute excursion. 

My little shelf saga underscores what I love most about the evolving retail industry—the seamless fusion of human expertise and technological innovation to enhance our lives. In this new era, efficiency and convenience take precedence, whether it's mounting a shelf or shaping the customer journey across physical and digital platforms. 

Let’s explore how experiences like mine set the omnichannel gold standard—an achievement well within reach.

Omnichannel Marketing: Elevating Customer Experiences

In the realm of marketing, evolution is constant. Before the era of omnichannel marketing, businesses relied on multichannel approaches—leveraging avenues like email campaigns and physical ads–to engage consumers. However, with the advent of social media and digital platforms, multichannel strategies are no longer sufficient. It’s noteworthy that 90% of consumers desire a consistent experience of brands across all the channels they frequent. Today's consumers crave more than scattered interactions–they seek cohesive, personalized experiences across every touchpoint.

Omnichannel marketing emerges as the solution—a strategy that seamlessly integrates multiple channels to curate tailored experiences for customers. From in-store interactions to online browsing, omnichannel marketing ensures continuity at every juncture of the customer journey.

Few things disrupt the customer journey like platforms that don’t communicate with one another. Your advertisements may captivate attention, but if a customer clicks to purchase the featured product only to find it out of stock, it becomes a lost investment. Beyond the expense of the advertisement itself, it also incurs the frustration of the customer who sought to engage with your brand.

Omnichannel marketing aims to soothe that pain. By fostering seamless communication across all channels, it addresses the expectations of modern consumers: consistent pricing across online and in-store platforms, real-time inventory updates, and reliable coupon functionality. A whopping 94% of consumers say they’re likely to become repeat customers after a positive brand experience. Like in any relationship of quality, consistency earns trust. Earn the trust of your customers by ensuring your platforms stay in communication. 

Effective Strategies for Omnichannel Excellence

Get a marketing channel mix going.
Start by identifying your target audience based upon your data. Who are they? What do they value and need? Segment your target audience into different customer personas that represent who you encounter most frequently.

Create clear channels.
Define which platforms you’ll be utilizing and how frequently you’ll do outreach. Brands implementing strategic omnichannel customer engagement witness 9.5% annual revenue growth, while those with ineffective omnichannel strategies experience only a 3.4% increase. Therefore, having a defined strategy is all the more essential for the growth of your business.

Know your competition.
Take the time to research your competitors. Analyze their websites, features, and social media content. And be willing to go beyond the aesthetics–getting into the nitty gritty of their product info will truly give you that competitive edge. What drives their success? Where do you see room for improvement? 

Utilize Brand Reps to create omnichannel consistency.
Want exceptional visual merchandising and customer service every time? Brand Reps can provide it. With proper guidance, they can offer a high level of personalized service, from online interactions to in-store discussions.

Lastly (and most importantly) learn how to optimize your content.
Have a new, bold idea? Roll out an MVP and see how it performs. You can rework your marketing strategy to better serve you at any time, but remember–consistency is key to success in an omnichannel model. 

Empower Your Business: Drive Omnichannel Success

The convergence of technology and humanity may seem daunting. But creating an omnichannel strategy for your company is entirely feasible with the proper guidance and resources. Schedule a demo with us today to discover how we can tailor our solutions to empower your business–and drive omnichannel success.

Published by Brian Tervo, CEO February 21, 2024
Brian Tervo, CEO