Omnichannel strategies are becoming more common to implement as marketing cloud providers offer tighter integration and measurement of strategies across the consumer’s journey. Tracking links and cookies enable a seamless experience where, regardless of the channel, the platform can recognize where the consumer is and push a marketing message that’s relevant, applicable to the channel, and guides them through to a purchase.
What is Omnichannel?
When we speak about channels in marketing, we’re talking about the marketing channels open to communicating with a prospect or customer. This could include traditional channels like television commercials, print advertisements, or radio. Digital channels include organic search, social media, paid advertising, mobile marketing, and other strategies.
Multi-channel retailing has been around since multi-channels have been around. At its root, multi-channel marketing referred to targeting advertising at a consumer or business in more than one channel. You would run concurrent campaigns across mediums and formats to repeatedly reach and guide the prospect to make a purchase.
Omnichannel refers to a cross-channel experience that you use to drive the consumer to a purchase. Marketers work to optimize an experience through applications, formats, and interactions that guide the consumer. They may start via a geographic search, visit a site, then get repeated remarketing ads that drive an offer home and end in the consumer visiting a retail location.
Consumers aren’t just responding to omnichannel strategies, they’re absolutely expecting a seamless experience between an e-commerce site and the retail location nearest to them.
Omnichannel Consumer Buying Behavior
BigCommerce.com produced the following infographic on omnichannel purchasing behavior and here the highlights:
- 58% of customers are deterred by shipping cost Tweet This!
- 49% of shoppers don’t buy online because they can’t touch and inspect a product Tweet This!
- 34% of online shoppers can’t wait out the delivery times — no matter how fast they are! Tweet This!
- 34% of respondents cited a difficult return process for their purchased goods Tweet This!
- 29% of shoppers prefer to buy at brick-and-mortar locations due to privacy concerns Tweet This!
How We Buy: Modern Consumer Behavior in an Omni-Channel World
Disclosure: We are an affiliate of BigCommerce.com