According to the Harvard Business Review, 73 percent of the shoppers tend to shop on more than one channel. These customers have a whooping 30 percent higher lifetime value than their single-channel counterparts. Thus Omnichannel engagement is the future of retail.
Omnichannel engagement in retail has got an honest bunch of successful case studies across the world. Until you know how brands are leveraging omnichannel presence and connecting channels for a better user experience, you will never realize how you are being engaged in similar ways.
The CX scene is seeing great momentum for omnichannel engagement strategies that are leveraging the latest trends. Below are some brands that have become the best practitioners of omnichannel marketing and know why they are the best:
#1. Topshop: From Twitter to Billboards to the Store
Being the only high street brand to ever appear in London Fashion Week, Topshop serves both men and women with trending fashion. With their core audience ranging between 16-30 years of age, Topshop exactly figured out where to find them and drive them to their stores.
During the LFW campaign week, Topshop launched digital billboards across the UK. The billboards were tagged to the company’s Twitter account, and when followers tweeted trends with the #LFW hashtag, it got displayed on the billboard with the relevant catalog outfit that matched the tweets.
Also, every billboard was placed a walkable distance from the physical Topshop store; thus, young women knew where to shop those trending outfits.
Topshop management reported this omnichannel connectivity of marketing, online social media, and offline stores boosted their sales from all categories displayed over the billboards by 25%. It saw a whopping 75% boost in items tagged “modernism.”
#2. Neiman Marcus: Snap.Find.Shop
Neiman Marcus has partnered with slyce to enhance the visual searchability of a product across their catalogs.
Anyone can snap 3D images of any category items in Neiman’s NM app and find the same or similar product offerings. Neiman Marcus has also announced a $100 million investment in omnichannel marketing. It partnered with many digital innovation companies to cater to a better user experience for its customers and became a renowned innovator in the space.
Oasis Fashion – Omnichannel promise
Oasis has a great integration of its channels. With a gallery of images displayed over social media and websites, this high street fashion brand has got it all to live up to customer expectations.
On the online front, the website displays the hot-selling in-store purchases as a carousel along with customer shared outfit looks with the brand’s Instagram account @OasisFashion.
On the other hand, Oasis store floor assistants are equipped with tablets with the most up-to-date stock information. Thus the salesperson knows the stock availability of all products. Just in case a customer’s desired product runs out of stock, Oasis promises to procure and deliver the product to the customer’s home address. Thus, the brand never fails to capitalize on an opportunity to impress its customers.
Oasis has done a phenomenal job transitioning from a struggling high street brand to an omnichannel marketing powerhouse.
Canada Goose: A store with no inventory
Canada Goose has launched its offline store, which is an experience hub. It is crafted to create user experiences rather than selling luxurious outerwear.
Users can enter into different cold zones as part of their journey to experience coldness ranging from Norway to the Arctic snows. The whole journey focuses on creating an experience that can justify their brand’s jacket costs.
Once the users are out of their cold zones, they can contact the brand ambassadors in their retail arena and resolve their queries at order kiosks connected to the Canada Goose online store.
How Upshot.ai is enabling omnichannel engagement for its clients:
Personalized user experience :
One of our clients has a leading digital app for the NFL, NBA, Baseball, Hockey, NASCAR and Collegiate Sports Trading Cards, Official NFL, NBA, and Disney stickers.
They also offer exclusive collectibles signed by celebrities as a reward for unique digital campaigns. The management decided to personalize their collectibles with a line of text that they’d like the celebrities to add while signing the merchandise.
With Upshot.ai “custom actions,” we have created this personalized user experience in the mobile app dynamically without coding. We designed an HTML page where the app user can input a personalized autograph text.
The text has to pass conditions on the number & type of characters/words. All this can be done in a few hours without re-programming the mobile app and releasing it into the app store.
Upshot pushes the custom action to every mobile app user dynamically. We send the user input to the celebrities who later sign using that text.
Thus, we achieved the desired output without any development efforts and got the desired outcome, with a single feature of Upshot.ai.
Few brands are leveraging their social media following to drive in-store purchases. While a few, create a direct link from every inspiration to your product on every channel. Few focus on creating brand experiences with 360 degrees omnichannel engagement across all channels available. Thus, the Omnichannel strategy has no strict set of rules to be followed. The more innovative you are, the more traction you gain. Every campaign may not be a successful campaign, but the execution can create learning that we can carry forward, to be more cautious with our next campaign. Keep innovating and be the next omnichannel powerhouse.
Also read: Omnichannel marketing -2021 and beyond