The days of businesses living neatly in a digital or brick-and-mortar box are long gone. Customers live in a hybrid world, browsing products online while waiting for a bus, then visiting a physical store to examine an item before purchasing it from their smartphone later that evening. Omnichannel marketing is the business philosophy that embraces this reality, bridging gaps and enhancing the customer journey at every turn.
Omnichannel marketing goes beyond simply having a presence on multiple platforms. It’s about orchestration, ensuring all channels work together in concert to deliver a cohesive brand experience. This interconnectedness offers significant benefits for businesses across various industries. Here are a few key strategies that exemplify the power of omnichannel marketing.
QR Codes
QR codes, once seen as a fad, have undergone a resurgence thanks to their omnichannel potential. These scannable squares can act as a bridge between the physical world and the vast digital landscape. QR codes on menus can streamline the ordering process, allowing customers to bypass lines and order directly from their smartphones. Additionally, these codes can link to nutritional information, high-resolution photos of dishes, or even customer reviews, all adding layers of valuable information.
Imagine a clothing store placing QR codes on price tags that, when scanned, launch an augmented reality (AR) trial mode allowing customers to virtually try on different colors or see how an outfit would look with various accessories. This can be particularly helpful for indecisive shoppers. By seamlessly integrating the physical with the digital, QR codes offer convenience and create interactions that foster deeper customer engagement.
Location-Based Promotions
Location-based promotions add a powerful layer to your omnichannel strategy. Using technologies like geofencing or beacons, you can send targeted offers, discounts, or reminders to customers when they’re near your physical store. A customer browsing your online store might receive a push notification with a limited-time offer redeemable at their local branch. This personalized, timely approach between the online and offline space drives foot traffic and encourages immediate purchases.
This strategy presents opportunities for businesses from various industries. For example, online bingo operators use geofencing to send a mix of bingo promotions and targeted advertisements. First-time players might receive a deposit match bonus or a set of free bingo tickets while existing players might receive free bingo games during specific times.
In-Store Browsing & Online Retargeting
While much of the focus in omnichannel is on bringing customers from online spaces to a physical store, the reverse is also important. Technologies like in-store beacons or location tracking used with customer consent, can help businesses leverage this data for personalization, turning window shoppers into loyal customers. Encourage in-store customers to connect with your brand online by promoting your social media channels or incentivizing email signups. This lays the foundation for ongoing engagement.
For instance, a potential car buyer could spend significant time examining a specific car model in a dealership. Omnichannel retargeting will send this customer online ads highlighting the car’s features, showcasing expert comparison reviews, or even promoting special financing options.
Omnichannel marketing is an ongoing process. By embracing a customer-centric approach and ensuring consistency across all touchpoints, you’ll build a powerful customer experience that drives brand loyalty and business growth.
Also Read: Find out how multichannel marketing is evolved to omnichannel
