Various types of strategies continue to be transformed to increase company branding and sales. One technique that is currently widely studied and implemented in the world of services and business is omnichannel marketing.
Omnichannel is a strategy to understand the mindset or behavior of consumers in deciding their choices. This strategy is considered important to learn, especially in a highly competitive era like today.
Definition of Omnichannel Marketing
Omnichannel comes from the word ‘Omnis’ which means universal. When viewed from a broader perspective, omnichannel is a communication channel that is universal in nature and collaborates various types of communication channels in one interface.
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Omnichannel includes an advanced strategy from multichannel, so that users can understand certain developments in real time.
This combined communication method can build relationships between companies and consumers, so that a continuous line of interaction can be formed.
Omnichannel marketing is the depiction of a consistent and coordinated strategy, especially for interacting with consumers and potential customers. This strategy focuses on providing the best service to potential customers by implementing the right channels.
So, omnichannel is implemented with a customer approach, especially the unification of each channel utilized by consumers. Examples include SMS, email, social media, and other channels that allow you to connect to the internet and generate data.
It should be underlined that the omnichannel method does not overhaul anything from the previous method (multichannel), but refines the multichannel concept.
In order to adopt omnichannel marketing, an entrepreneur needs to integrate information systems that can improve consumer experience.
If correlated with business, especially retail, the omnichannel method can make it easier for consumers to find information about the products or services being sold. That is why this strategy is called the right strategy to increase seller and consumer interaction.
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Basic Elements of Omnichannel Marketing
Omnichannel marketing is part of a multichannel marketing approach that focuses on a seamless experience by consumers, both through online channels and physical stores. For this approach to work, you need to consider some basic elements, including the following:
- Must be able to offer services to consumers according to their expectations.
- Must be able to manage the flow of finance, products, and information.
- Following the progress of information on each channel used.
- Applying an image that is easy to identify with a consistent character
- Applying the concept of a personal message refers to consumer preferences
- Provide information based on the interaction history and consumer position.
The concept of Omnichannel and Multichannel Marketing
The concept of omnichannel marketing is derived from combining broad platform reach and focus on store brands being sold.
Meanwhile, multichannel marketing targets potential customers on several platforms. Examples of multichannel marketing platforms are in the form of print ads, retail stores, websites, product bundling , or word of mouth promotions.
Many multinational companies have used the omnichannel concept to integrate the company’s marketing strategy. This strategy uses data processing of communication applications used by consumers.
The corporate environment that implements the omnichannel concept will have fresh challenges and opportunities from various information obtained. This needs to be used to fulfill needs related to goods or services.
This approach is very suitable to be implemented in the millennial generation and generation Z, who spend a lot of time doing activities with cellphones and the internet. This is not surprising, considering that all activities can indeed be supported and facilitated by cell phones and the internet.
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As previously explained, that the omnichannel approach is oriented towards customer experience and not individual experience across different channels.
How Omnichannel Works
After knowing the meaning, basic elements, and concepts of omnichannel, you also need to understand how this approach works.
The use of omnichannel marketing can be seen in various store accounts on Instagram that connect their Instagram accounts with online sales , marketplaces, or their websites. That way, consumers can find out the various products or services being sold from Instagram, and can be directly connected to different sales channels.
For example, Rika accidentally found a quality shoe product in an online store account, but the post contained no complete information about the product.
With an omnichannel strategy, Rika can open an online shop or marketplace to find out the variations in color, model, size, and stock quantity.
If you feel that you have found the most suitable item, Rika continues the transaction by checking out the item and making a transfer to the seller.
With this integration system, consumers can more easily find complete information about a product from one channel to another.
That way, what profit does the seller get? For business owners, of course the presence of an omnichannel marketing system can enable them to know directly the products that buyers want.
In addition, business owners can also find out what activities are carried out by buyers before opening the store’s website and deciding to buy it. In simple terms, an omnichannel system can collect data on potential customers from store owners.
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Tips for Implementing Omnichannel Marketing
Omnichannel marketing does provide a lot of effectiveness and efficiency for companies in managing their business. However, this does not mean that this approach does not require a specific strategy to implement it.
The omnichannel strategy needs to be done properly in order to reap the expected results. Therefore, here are some tips for implementing omnichannel to maximize sales turnover:
1. Understand Your Consumers
The first tip for implementing omnichannel marketing is to understand your consumer behavior. What is meant is not daily or personal behavior, but behavior in choosing and buying products.
Every consumer has a different tendency in shopping, so it is the job of entrepreneurs to understand their characteristics. You can observe and review the experiences experienced by consumers on a regular basis in choosing, comparing, buying, and connecting with your product brand.
In order to understand consumers, you can conduct experience research by interacting through all available platforms, for example when placing an order, sending a support case, or various other approaches.
If possible, you can also conduct surveys internally or externally. With the test results in mind, you will get a lot of information related to the consumer experience.
Do all consumers have a pleasant shopping experience? Is there something that the consumer is not satisfied with? Or are there features that don’t need to be included?
From the results of these tests, you can use it to organize as well as improve business strategy. The goal is one, namely to provide shopping satisfaction and gain consumer sympathy.
2. Prioritize Consumer Experience
The next tip for implementing omnichannel marketing is to prioritize the consumer experience. In the discussion above, it has often been stated that the consumer shopping experience is an important aspect for companies to pay attention to.
Therefore, build a plan in detail about the steps to provide a satisfying experience for consumers. Make sure that the features and services presented can provide solutions and make it easier for all consumers to meet their needs.
By providing a satisfying experience, consumers can feel comfortable and not think twice about buying your product in the future.
3. Brand Guideline
The next step that needs attention is to maximize brand guidelines. Currently, many entrepreneurs think that brand identity is not something to strive for.
In this case, entrepreneurs tend not to make brand guidelines as one of the important factors supporting the business. In fact, nowadays, brand reputation is one of the things consumers consider when shopping.
An alternative that can be done is to build brand guidelines through creative content guidelines across all channels. Brand guidelines can encourage consumers to care more about and get to know your product on various platforms.
4. Segment Your Consumers
If you have done data analysis, this will make it easier for you to segment the market from consumers. Consumer segmentation is a strategy aimed at attracting more consumers by grouping or separating different groups.
This segmentation is generally collected based on characteristics, needs, consumer behavior, and so on.
The goal is to assist you in providing a personalized experience for each type of consumer. That way, a pleasant shopping experience will be obtained by consumers.
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5. Personalization Across Platforms
Apart from consumer segmentation, personalization of all platforms is also an effort that needs attention in omnichannel marketing. Providing a personalized experience for consumers is a marketing strategy implemented by today’s marketing professionals.
In this case, every consumer will feel that the brand they use can anticipate their needs. If your brand can seize this opportunity, consumer loyalty will follow.
However, the challenge that needs to be faced by today’s entrepreneurs is how you analyze all the facts on the ground. The thing that needs to be underlined is that personalization is different from customization.
Personalization tends to seek to meet consumer needs more effectively, increase shopping satisfaction, hone a differentiated shopping experience, and allow for repeat purchases.
6. Use the Right Matrix
In order to get accurate data, you need to track the metrics using the appropriate tools. The matrix itself is a diagram that describes a condition that can be used to take the best step or strategy.
The matrix can describe the comparison between the current market, current products, markets that offer new products and new products. You can use digital marketing KPIs for the right metrics.
7. Use the Right Marketing Automation Tools
Today, there are various types of tools to choose from to optimize marketing strategies. Of course, you need a good marketing tool that suits your business characteristics.
Use optimization tools to implement business strategies, including planning, implementation, and marketing itself. Make sure to do a complete analysis before deciding to use an automation tool for optimizing your product marketing.
You can use the CRM application as an omnichannel marketing automation tool for cloud-based business sales and services.
8. Use Data to Strategize
Data is one of the important elements that can be used to develop a marketing strategy. One of the data that can be used with CRM implementation for business . By using CRM data, you can create the most appropriate solution to overcome any challenges that may occur one day.
Not only that, you can also minimize the churn rate if you can utilize the data properly. That is why, use the data that has been obtained as a basis for developing a marketing strategy so that sales will increase.
9. Make Your Business Customer-Centric
The next tip is to make your business customer centric. What does it mean? Customer centric is an approach that focuses entirely on consumers. These tips are designed to suit the interests and needs of consumers.
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Omnichannel Function for Retail Business
Currently, omnichannel is widely implemented by retail businesses because it can provide a variety of benefits. The application of omnichannel is indeed very important in the retail business.
Here are some of the functions of implementing omnichannel in the retail business that you need to know.
1. Integrate Various Channels
As previously explained, omnichannel marketing is useful for connecting various sales channels in the retail business. Omnichannel can connect various sales channels, both online and offline, into one centralized channel.
That way, business owners can control inventory, see total sales, and do consumer analysis easily. Because it has been integrated into one centralized channel, entrepreneurs can maximize shop productivity.
Entrepreneurs no longer need to check the manual from each channel to record sales. Of course, checking sales channels one by one will take time, which can reduce efficiency and hinder productivity in developing a business.
Currently, business entrepreneurs are more comfortable using a channel in the form of WhatsApp as a means of communication with customers. You can use the WhatsApp Business API with the most complete sales and customer service features.
2. Acquiring Data and Creating Strategies
The next omnichannel marketing function is to collect data from consumers regarding their interests and tendencies. This encourages increased productivity, so that sales strategies can be made more specific.
A targeted sales strategy can be built based on a collection of data from various sales channels. That way, entrepreneurs can understand the characteristics of potential customers and their behavior in transactions.
Characteristics that can be captured include preferences, demographics, habits, and behavior of potential consumers when accessing online stores. With the help of omnichannel, entrepreneurs no longer need to check their channels one by one to find out the characteristics of their consumers.
Furthermore, entrepreneurs can plan, promote, and provide recommendations according to the results of data analysis. This strategy can produce very precise preferences, so as to maximize sales.
3. Providing a Pleasant Experience for Consumers
The next omnichannel marketing function is to provide consumers with a pleasant shopping experience. If you see a certain product from Instagram content, then consumers can directly access the store that sells that product.
From a consumer standpoint, this is very profitable as well as providing a pleasant experience. With just one click, consumers can immediately move from one channel to another.
Meanwhile, from a seller’s point of view, omnichannel marketing makes it possible to build connections from online stores to offline stores.
For example, a consumer who orders a product online becomes aware that the store actually has a physical store. This is because the online store has its full address listed. That way, these consumers can visit the store offline.
From this case, it can be seen that the omnichannel approach is very helpful in increasing the existence of physical or offline stores. This strategy was indeed developed in order to help create a sales channel that refers to the consumer experience.
4. Drive Traffic and Sales
A study shows the results that offline stores that implement an omnichannel strategy can experience an increase in sales of 15 to 30 percent.
A number of other research institutions have also conducted research which shows that consumers tend to visit stores after obtaining information from websites or social media. That way, the omnichannel chat has also supported increased sales at offline stores.
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5. Increasing Consumer Loyalty
Omnichannel marketing can provide a consistent experience to consumers on all platforms used. Not only that, this business approach is also able to offer a personalized experience to each customer.
If consumers feel their shopping experience has improved, of course this will encourage them to be loyal to using your brand. This is what every company should pay attention to. Consumer loyalty is very important to build so that you keep using the product for a long time.
6. Increase Brand Recall
The next benefit of omnichannel is to maximize the company’s brand recall. This approach aims to ensure that all consumers can find complete information about your brand in the same way across all platforms.
This consistency can help maximize brand recall for your consumers. By presenting the right brand recall, it can attract more consumer attention.
If implementing these tips, employees need to receive special training in order to provide integrated and consistent services for each customer. Satisfying service is a reason for consumers to use your product or service again in the future.
Omnichannel marketing is a new breakthrough in the world of marketing, so this strategy needs to be implemented and developed further in the future. That way, your business sales can experience sustainable development.