Omnichannel marketing explained: how could It benefit the retail world?
Recently we revealed that Tesco is getting ready for some major omnichannel marketing projects. However, a lot of people have no idea what an omnichannel marketing strategy is, how it works and why a retail brand like Tesco would be interested so let’s break it down.
What Is omnichannel marketing?
Many people assume that omnichannel marketing is another word for multi-channel marketing and this just isn’t the case. Multi-channel marketing means using various channels as part of your marketing campaign or strategy. For instance, it could include various social media networks as well as a website and potentially an app or even offline marketing resources.
Omnichannel marketing takes things one step further with a fully integrated strategy that means every part of the marketing campaign is connected to another area. Used correctly, an omnichannel marketing campaign should always lead a consumer to a marketing decision regardless of where they enter the marketing funnel.
That’s the beauty of it and it’s already immediately clear why this could be vital for a retail store. You can start a marketing campaign online and lead them straight into your store.
Do you still need the typical marketing elements?
Running an omnichannel marketing campaign will require you to have lots of different promotional elements as part of your strategy. So, you could need customers to visit your website and if that’s the case then SEO marketing will be critical. It’s important that they are able to find your business online.
Social media marketing could also be a crucial aspect of an omnichannel marketing strategy and engaging with customers by email could also be another key part of it. Usually when you use a strategy like this, the same marketing service will cover all the bases to ensure that they are connected the right way.
How does it work?
There are various different ways a strategy like this could work. However, one example would be a clothing retail store. Perhaps there is an outfit that is being promoted within the store. The company then uses social media with a hashtag to promote the outfit and encourages users to post on social media once they have purchased it in the store.
These hashtags and social media posts can be shared via a live billboard somewhere close by to the shop. Consumers on the high street see the billboard, find the shop close by and go into the store. There could be mobile devices that they can use to mix and match clothing to put the promoted outfit together. This is actually quite similar to how a real clothing store in the UK, utilised this type of strategy.
Is it more expensive?
An omnichannel marketing campaign can be more expensive. However, research also suggests that the potential for conversions is far greater, even more so than a multi-channel marketing campaign. As such, with the right team behind it and clear concepts for a cohesive strategy it could well be worth the investment, particularly for a major brand like Tesco that can afford to cover the cost.