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Srinivas Gurram
Srinivas Gurram September 13, 2023

A few years ago, the landscape of customer engagement was quite different. Back then, the options for communication channels were limited. 

However, we have witnessed a significant transformation in today’s fast-evolving digital age. Now, there are many available channels to connect with customers, including mobile apps, websites, SMS, emails, WhatsApp, and offline stores. 

This shift has emphasized the importance of creating an omnichannel shopping experience across all these diverse channels to provide a consistent and unified brand message.

In this blog, we’ll discuss the power of  omnichannel, the benefits of omnichannel marketing, and the brands that leveraged omnichannel to create seamless shopping experiences.

Understanding Omnichannel and its Market Size

Omnichannel is more than just a buzzword. It represents a fundamental shift in how you, as a business, connect with your customers. Unlike the traditional multichannel approach, where each channel operates independently, omnichannel seeks to provide a consistent and seamless shopping experience across all touchpoints such as websites, social media, email, mobile apps, physical stores, or other communication channels, no matter how or where a customer interacts with your brand. 

Omnichannel Marketing

The global omnichannel market is projected to reach USD 18.8 billion by 2030. The market is expected to grow at a CAGR of 13.8% from 2022-2030. eCommerce, retail, and D2C are the omnichannel market’s most significant segments and are expected to grow rapidly during the forecast period.

The omnichannel market’s growth is driven by the increasing demand for seamless shopping experiences, the growing popularity of eCommerce, and the rising adoption of mobile devices. Consumers use multiple channels to research, purchase, and return products. These are driving  businesses to adopt omnichannel strategies to meet their customers’ needs.

The Benefits of Embracing Omnichannel

– Enhanced Customer Experience

Omnichannel offers customers the freedom to engage with a brand as they prefer. Whether it’s online shopping, a visit to a physical store, or interaction through social media, customers can choose the channel that aligns with their preferences and convenience. 

This customer-centric approach enhances satisfaction and strengthens brand relationships with customers. Remarkably, 76% of customers expect they should have consistent interactions across different channels.

– Increased Sales and Revenue

Expanding your presence across multiple channels can significantly enhance sales and revenue. According to a recent study by Adobe, businesses with a strong omnichannel presence witnessed 10% year-over-year growth, a 10% increase in average order value, and a 25% increase in close rates.

By being present where customers are, from the initial awareness stage to the final purchase decision, companies can capture more opportunities and drive revenue growth, making it a strategic advantage in the competitive marketplace.

– Data-Driven Insights

The omnichannel approach gives you access to data from all touchpoints, providing analytical insights into your customers’ behavior. With this invaluable data, you can effectively engage and retain customers throughout their journey.

You can embrace the data collected from omnichannel strategy to make informed decisions, personalize your marketing efforts to individual preferences, and enhance overall business performance.

Also Read: How to Adapt Technological Shift with Confidence: Omnichannel Retail Experience

– Fosters CLTV and Customer Loyalty

Companies that have invested in omnichannel customer experience have seen a 30% increase in customer lifetime value (CLTV). It means customers with a positive omnichannel experience are more likely to stay with a business for longer and spend more money.

Consistency across various channels plays a pivotal role in nurturing customer loyalty. When customers encounter a unified and seamless experience across all touchpoints, it not only promotes repeat business but also inspires them to refer others.

Real-Time Examples of Omnichannel Success

Starbucks

Starbucks has taken omnichannel to the next level with its mobile ordering and loyalty app. Customers can place orders via the app, pay in advance, and then pick up their drinks in-store without waiting in line. 

The app also tracks rewards, making it an essential part of the Starbucks experience, whether you’re ordering through the drive-thru, in-store, or via the app.

Know the Trends Shaping Future of Omnichannel Engagement in Retail

Apollo 24/7 

Apollo 24/7, an online healthcare platform, seamlessly integrates online consultations, prescription deliveries, and health records. Patients can connect with doctors through their website or mobile app, order medications online, and access their medical history on the go. 

This omnichannel approach has made healthcare more accessible and convenient, with over 5 million users benefiting from their services.

Lenskart

Lenskart, an eyewear D2C brand, provides customers with an omnichannel shopping experience for eyeglasses and contact lenses. 

They have a robust online platform for ordering, and they also operate physical stores across India where customers can try on frames, receive eye examinations, and seamlessly bridge the gap between the online and offline worlds. 

This approach ensures customers enjoy a consistent and unified brand message, whether shopping through digital channels or visiting a physical store.

H&M

H&M has embraced omnichannel in the fashion industry. Shoppers can browse and purchase clothing both in-store and online. The “Click and Collect” feature from the fashion shopping destination allows customers to order online and pick up their products at a nearby store, offering the flexibility modern consumers desire.

Conclusion

In today’s competitive marketplace, customer experience has become more important than ever. Customers have more choices than ever before, and they are looking for businesses capable of delivering an effortless and hassle-free shopping experience.

Omnichannel marketing, a customer-centric approach, emerges as the solution to this demand. Its core objective is to establish a shopping experience that remains seamless and consistently satisfying across all touchpoints. 

By understanding the customer journey and leveraging data-driven insights, businesses can create omnichannel experiences that are personalized, convenient, and engaging. This can lead to business growth and success.

Adopt Omnichannel Marketing with Upshot.ai:

Upshot.ai is a powerful platform that provides advanced tools and features to help you re-engage mobile app users effectively. 

With its comprehensive analytics and user engagement capabilities, Upshot.ai enables you to track user behavior, analyze user events, and create personalized re-engagement campaigns.

Omnichannel doesn’t just mean catering experiences on different platforms, every simple nudge needs lots of personalization if the communication has to be smooth and something that connects.

Below is how we strengthen brand omnichannel experiences:

Find your audience:

Every customer is unique. Every user’s interest matters if we really want them to stay longer. So the first step to take care of before you nudge the users is to find them. 

There are different ways to find and segregate users based on preferences. For example, we can use funnels as a filter to segment users at each step. Or we can segment users based on their specific condition or characteristics. 

Segmenting users based on user characteristics will create persona groups to target, and the rest is left to business preferences on how many channels and how to nudge them. 

You can segment users based on their platform, app version, or last-used timelines. Thus segmentation is at the core of an omnichannel engagement strategy.

Find their triggers:

Triggers are the user interactions (events) that kickstart the user journey. Find the right interaction point, whether it be a button click or user response, upon which the users can be qualified to be a part of the user journey or campaign. 

Build the user journey:

Once we find our audience and their triggers, we are halfway through, and the rest is to define the user journey with conditions and actions.

Know how to nudge:

Upshot.ai suit offers many user actions to nudge users at appropriate times. Via conditional flows, map different user actions so that every user journey is unique.

That’s what we call “personalized user journeys.” Based on requirements, one can create different journeys for different platforms or the same journey for users who started with the same trigger.

With the available nudges in place, everything is possible just at the click of a button. All we need is a strategy to engage users and a place to execute at ease.

That’s where Upshot.ai comes in handy. Omnichannel experiences are more to do with the integration of data across all platforms and the creation of a single user persona. 

So that a user login becomes the all-important validation irrespective of the platform he/she is using. 

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