Channel integration is key to a successful omnichannel marketing strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 20, 2022, 9:10 AM GMT+0

Over the last 15 years, the average number of customer touchpoints has increased from just two points to six. 

Due to rising customer expectations, retailers should consider omnichannel retail marketing rather than single and multi-channel approaches. The latter two lack cross-channel fluidity, have fewer touchpoints and are less suited to offer a quality customer experience in this digital age.  

Smooth transitions between the channels, consistent stock levels across online and offline inventories and streamlined customer experiences are necessary for a successful omnichannel strategy. Getting every team member on the same page is crucial for a more unified effort.  

Mapping out customer experiences at every point of the purchasing journey is also important to continuously improve the omnichannel strategy. Since most consumers (90%) expect an omnichannel experience, retailers can strive to exceed expectations by answering customer queries, comparing benefits, and focusing on customer needs.

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