Omnichannel marketing is all about focusing your attention on the consumer. Through an omnichannel strategy, it is intended to offer the customer a continuous brand experience, regardless of the channel they use and, in addition, that the experience is fully integrated and consistent with brand values.
As references of big brands that have managed to fully enter the day-to-day lives of millions of people, we find Nike or Apple. These brands have managed to Bahamas Phone Number List establish multiple links through different experiences but always maintaining the same brand essence and coherence, either through their own stores (Retail), distributors (B2B) or through the Online Channel.
With the incorporation of the Online Channel and especially electronic commerce, we have experienced an evolution that is revolutionizing the way we relate and interact with brands. It has gone from the traditional market system, based on a unidirectional “user-commerce” relationship, to a rich and elaborate omnichannel system, defined by multidirectionality, in which companies must incorporate new methodologies and strategies to face new challenges.
HOW DO OMNICHANNEL BRAND STRATEGIES WORK?
Omnichannel strategies are designed to generate purchase opportunities in multiple channels with the ultimate aim of generating sales, so that there is no competition between the different channels and that all of them are linked synergistically to improve global sales and, above all, customer experience. Let’s go back to the case of Apple and say, for example, that our goal is to sell a Smartphone. In this case, the entire process must breathe the brand, from the very convention where the product launch is announced, the relationship with the media, to the experience that the customer has when they enter the website.
In this case we can clearly see how a strategy is developed that invites the customer to buy through different sales channels, it is what we call the Omnichannel strategy. With it, we manage to integrate all our available channels under the same objective. The challenge is to develop the right Omnichannel strategy for a company with fewer resources and even fewer channels available.
OMNICANALITY, A COMPLETE AND MULTIDIMENSIONAL BRAND EXPERIENCE
Multiple factors intervene in the Omnichannel sales process and different situations coexist, but the fundamental thing is to build a good strategic plan and follow it consistently. If the objectives are realistic and everything is well aligned, we will achieve the results we have set for ourselves.
In conclusion, omnichannel offers companies multiple opportunities that should not be missed, since they entail clear improvements for the user and their interaction with the brand. At the end of the day, it is about offering improvements and facilities, specially designed to achieve maximum customer satisfaction.