Omnichannel marketing is on the rise in 2022. While retailers are searching for new ways to enhance the customer shopping experience, many things are changing in the digital marketing world. So, if you are also beginning with an Omnichannel strategy for your brand, make sure to look out for the following trends.
- Online companies looking out for brick-and-mortar stores
Gone are those days when business owners were just focusing on online selling. Now, they are looking for options to build a presence in the local community. Providing a true Omnichannel experience is beyond online shopping. You have to include an in-store or in-person shopping experience as well.
- Combining online and offline shopping experiences
It is not just about opening a brick-and-mortar store to provide an offline shopping experience. But it is about blending the online and offline shopping experiences. For instance, some brands allow shoppers to check the store inventory before traveling. They can compare prices, and check discounts and offers.
Even the loyalty programs are blending online and offline shopping experiences. Many brands enable their customers to spend their online reward points in offline stores as well.
- Omni-channel marketing strategy
Considering only one marketing channel will not help retailers understand customer journeys. This is why retailers are using customer lifecycle platforms to ensure an Omnichannel experience. They collect data across multiple channels and analyze it to create 360-degree customer profiles. This gives them more information about how customers interact with the brand.
- Virtual shopping on the rise
Two popular technologies are changing how customers shop these days. One is a video chat and the other is a visual search. Customers can use video calling to connect with in-store assistants and find more about a product before buying it online. Similarly, they can use visual search to find an item that they want and check whether it is present in the store or not (both online and offline). This is just like having a personal shopping assistant with you.
- Selling on social media
Social media platforms have been readily used by marketers for marketing, sales, reputation management, brand growth, customer service, and a variety of things. But, today social media platforms are incorporating build-in shopping features that allow customers to shop directly from social media. For instance, Instagram provides options to showcase your products and even create shoppable videos to attract customers.
- A change in customer expectations
Customers will always play an important role in marketing. But as time changes, the expectations of customers from a brand are also changing.
- Customers today expect brands to be more consistent in sharing information about their products, telling their stories, providing insights about their business, etc.
- Customers expect brands to respond immediately. So, if brands have not yet incorporated the Omnichannel strategy, they cannot achieve this goal.
- Personalization, of course! Customers today expect personalized communications from the brands. They want the brands to remember their style choices, size choices, and product preferences. They want personalized recommendations from brands along with personalized discounts and offers.
Omnichannel marketing aims to synchronize the various marketing channels so that customers can experience an integrated shopping experience. Omnichannel marketing is completely customer-centric and as you can see the six trends that we have shared above also keep customers first.
Whether it be opening a brick-and-mortar store for customers, combining their online and offline shopping experiences, incorporating virtual shopping, selling on social media, or providing a personalized shopping experience. Everything is being done for the customers.