Why Your Local Business Needs Omni-channel Marketing

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Omni-channel marketing

Why Your Local Business Needs Omni-channel Marketing

An omni-channel marketing approach creates deeper relationships with customers at all points of the experience, improving client retention. 

Ninety-eight percent of Americans switch between devices on the same day, using multiple channels—voice, social, chat, email, and SMS. 

In this article, we delve into what omnichannel marketing looks like, benefits, examples, industry statistics, best practices, and mistakes to avoid.

Why A Omni-channel Experience is Important

A customer’s shopping journey starts long before they get into your location. Prospects start researching their shopping options online; 90% of prospects will choose another provider entirely if they don’t like what they see through online research. This is why omni-channel marketing is critical.

Here is an example of a Customer’s Omni-Channel Shopping Experience

Imagine a customer starting the day checking their social media updates on their laptop while grabbing a cup of coffee.  Then they may switch to their smartphone to browse the news during their train ride to work.  They can check their laptop quickly during the lunch break on the job.  Then in the evening when they get home they may stop at a store and then settle in to watch television.  

So it’s important to have a buyer journey on all those channels that is cohesive.  That makes it easier for the buyer to look up specials, shop online, see it in a store, and then make a purchase.  Having popular items on a buy again list makes it easy for them to do repeat purchases.  Sending the same discount on social media and email marketing makes it twice as likely they will take advantage of the offer and make a purchase.  

Does Omni-channel Marketing Really Work?

Businesses engaging in an omni-channel marketing strategy experienced an increase in how often consumers made purchases and an increase in how much they spent.

Aspect Software did a study about omni-channel marketing that offered some surprising statistics about its effectiveness. 

Businesses that adopt an omni-channel strategy:

  • achieved a 91% customer retention rate compared to those that don’t.
  • retained 89% of their customers, compared to 33% of those with weak omni-channel customer engagement.
  • realized a purchase and engagement rate that is 250% higher than those utilizing only a single channel.

Google released a study showing similar results for businesses who engage in omni-channel marketing.

  • Nearly 30% higher lifetime value than those who shop using only a single channel.
  • Seventy-one percent of shoppers said that using their mobile while shopping in-store is an important part of their product research and greatly influenced their purchase decisions.

Forrester study revealed similar results

  • Fifty percent of consumers want to buy online and pick up their items in-store. 
  • Forty-five percent of consumers state that they expect in-store personnel to know about online-only products.

Examples of Omni-channel Marketing

It’s all about creating a consistent customer experience on every channel and device. You want to create a buying experience that results in a seamless, unified experience. 

For example, if your business was a chiropractic firm, an omni-channel marketing strategy could help your practice acquire new patients, retain current patients, maximize lifetime patient value, and increase ROI. 

An Omnichannel Marketing campaign would share the same message across your website, online advertising, email, text, and voice messaging campaigns. 

The campaign would target awareness, education, nurturing, conversion, client retention, and maximizing the lifetime value of each patient. 

For example, you could have a Facebook ad promoting your free patient pain assessment tool.  Then a new lead is directed to your website to take the assessment and sign in to get results. 

This captures the lead’s contact information including name, email, and phone.

Then you can email educational pieces to the patient, send client testimonials and send them a text to assist them in booking an appointment. 

The text sends them a coupon for free pain-relieving cream as a gift during their first visit. 

If the lead doesn’t book an appointment, you have their phone number to make a follow-up call and see if they have any questions and how you can help them. 

See how the patient moves through the different channels during the process?  From website to email marketing, to texts on their phone.  Then they are guided to come to the office for an appointment and to receive a free gift. 

So when you have a campaign, think about the coordinating messaging you can send across these various channels to create a unified customer experience. 

Benefits of being Omnipresent 

With all the benefits of this Omnipresence approach, it’s easy to see why big brands like Disney, Nike, Steve Madden, Neiman Marcus, and Kay Jewelers are taking advantage of having multiple customer touchpoints to elevate the customer experience. 

This means that any sale or interaction can be made from a desktop, a mobile device such as a tablet, to the phone, and all of their interactions follow them. Once you understand how your customers buy and the devices they use you can customize their experience. 

Let’s review the advantages of being Omnipresent 

  • Focus on the buyer journey.  
  • Personalization of the process to improve customer experience. 
  • Boosts brand loyalty.
  • Deliver consistent messaging.
  • Make customer service fast and easy. 
  • Cover all platforms offline and online.

Ideas for Creating an Omnipresence for Your Business

Chances are that you have experienced omni-channel marketing on various occasions.

  • Let customers research you before buying. Having the information needed to educate the consumer before making a purchase on the website.  This includes information about staff, products/services, frequently asked questions, types of payment accepted, reviews, and location.  
  • Allow customers to buy on their smartphone then pick up their purchase at the store.
  • Use a free download at your website to capture contact information and follow up with customers via email and text.
  • Offer links to social media on your website so customers can engage more deeply with your brand.
  • Offer a store locator feature on your website to guide customers to your closest business location. 
  • Offer the option when customers phone in for support to allow them a call back when it’s their turn in line.
  • Give rewards for likes, shares, and referrals on social media that can be redeemed in person or at your online store. 
  • Create an app that blends mobile ordering and in-store experiences.
  • Allow customers to interact in their account or with an app to create a favorites list, review past orders, or reorder things quickly.
  • Encourage app use by rewarding points every time they use the app.
  • Notify customers on Alexa when their product is delivered to their doorstep.  Then send a picture of the delivered item as a confirmation email they receive. 

To keep up with the omni-channel consumer moving rapidly from screen to store, businesses must create an omni-channel experience. It’s all about building connections between your website, stores, and customers at every point in the customer journey.

Example of Poor Omnipresence Execution

Example 1: Let’s say that you are next in line to get the Covid-19 vaccine.  You are over 75.  You checked the State website to verify that you are included in the next round of vaccines 1B.  You hear that the vaccines are available in Illinois for that round starting on January 25, 2020.  It’s supposed to be available at Walgreens, CVS, Jewel-Osco, Marianos, and more.  So you go to a major drug store’s website to verify that it is available for your 1b level starting on 1/25.  Then later that day you go to the drive-up pharmacy window to pick up your perspectives and ask can I add my name to the vaccine waiting list?  I tried to reserve a spot on the website for my vaccination.  I am included in the 1B group, right?  The pharmacist knew nothing.  Epic fail.  

It’s like why did I take all this time to research on the website, on the drug store app, and drive to the in-person location to get zero information.  

Example 2: You go on your phone to start a customer service chat regarding your phone service.  You spend 20 minutes explaining the problem with no resolution.  The customer service rep says they will pass you to their senior manager.  After the transfer, you have to start all over again.  None of the details of the issue you were having were noted on the account. 

Providing omnichannel support would have ensured an effortless transition and consistent experience from one channel to the next without causing agents to lose context or the customer having to repeat information. 

When you set up a campaign, the communication points need to be clever and executed correctly at every level of customer engagement. 

Drive Stronger, More Meaningful Customer Relationships, and Increase revenue.

Local Marketing Business Solutions provides an approach that puts the consumer at the center of your marketing strategy. We can create an omni-channel marketing experience that reaches prospects on their terms and makes purchasing easy. We are a highly acclaimed digital marketing services company for attorneys, dentists, chiropractors, HVAC companies, and service-based businesses across the country. Contact us today and schedule a discovery call so that we can help you set up a multi-channel marketing place for your business.