SEO glossary: Omnichannel

Channels in omnichannel marketing

Channels are at the heart of omnichannel commerce. But which of these can brands actually use to interact with customers? Both internal and external channels can be used for sales and communication.

 

Own channels

Companies operate their own channels without external support. Online channels are just as suitable for omnichannel marketing as offline variants. In order to be as broadly positioned as possible, you should include several of the following channels:

 

• Own website and/or online store
• Blog
• Smartphone app(s)
• On-site store
• E-mail marketing
• Live chat
• Community forum
• Catalogs
• Phone/SMS notifications

 

External channels

External third-party channels can also be important for the purchasing process. Therefore, be sure to include the following channels in your strategy:

 

• TV spots
• social networks
• Messengers such as WhatsApp and Signal
• Marketplaces, especially Amazon and eBay
• Price comparison portals like idealo
• Search engines(Bing, Google)

 

 

What distinguishes omnichannel from the multi- and single-channel approach?

The terms omni-, multi- and single-channel refer to three approaches that need to be differentiated:

 

• If a company pursues a single-channel approach, it only uses one channel. This can be a brick-and-mortar store or an online store, for example.
• The multichannel approach, on the other hand, defines the existence of several sales channels. However, these channels of the company operate independently of each other and are not connected. Even with this definition, you could, for example, operate a company website and a local store that exist independently of each other. Customers could therefore only use one of the two options, but not both at the same time.
• In a cross-channel strategy, a company also uses various sales and communication channels. This strategy combines the most important channels, but focuses on a few applications such as the online store on the smartphone. In contrast, omnichannel marketing involves countless linked retail and online sales channels, some of which are also used for communication.
• The omnichannel approach can therefore be seen as a further development of the crosschannel principle. A practical example could look like this: A customer orders online and can pick up the desired product via "click and collect" at identical conditions in the store. Thanks to the seamless integration of touchpoints, customers benefit from an improved and more personalized shopping experience.

 

What's more, unlike all other options, omnichannel marketing also includes communicative channels and measures such as content marketing in addition to sales and distribution channels. For example, brands rely on communication channels such as emails, push notifications via SMS or telephone customer service in their omnichannel strategies.

 

External channels can also be helpful for the omnichannel strategy. Some of them, which were originally only intended for communication, have now become sales channels. This applies to apps, for example, but also to posters that use a QR code to take you directly to the store.

 

What advantages do omnichannels offer a company?

The omnichannel approach benefits a company in many ways:

 

• The various communication channels help you to optimize your own marketing strategy. The data collected allows you to draw valuable conclusions about the needs and wishes of your target group.
• In the long term, you will save costs if you manage all your sales channels centrally via one platform.
• Omnichannel marketing offers your customers the greatest possible flexibility, as they can switch back and forth between the respective sales channels. Omnichannels therefore have a positive effect on sales and therefore on the company's success.
• The cross-channel links increase your brand awareness and help you to acquire new customers.
• As all advertising channels are linked together in a kind of cycle, the purchase becomes a unique customer experience. Thanks to the positive customer experience, you increase your customers' satisfaction and thus also their loyalty to your brand.

 

 

Omnichannel management: that's what matters

If you want to be present on different channels, you should avoid communication breaks and plan your omnichannel concept carefully:

 

Optional omnichannel strategy

The success of the purchasing process depends on the right omnichannel strategy.

 

Try to build the omnichannel experience as an optional offer that your customers can respond to, but don't have to. A requirement to use multiple channels would be perceived as disruptive and rigid. Therefore, always let your customers decide for themselves whether they want to use the various channels or whether they would prefer to complete the purchase process in the traditional way via one channel.

 

Personalized communication

Contribute to a successful customer journey with a personalized customer experience. By individualizing the purchase process and giving your customers room for their own interactions, you increase their interest.

 

Coordinate your online and offline channels

Create as many customer contact points as possible by cleverly networking your channels. This doesn't just apply to your online channels such as social media. Connect your business units with each other across all channels.

 

The connection between analog and digital retail is a crucial pivotal point here. For example, your products should not look significantly different on the smartphone app and in the online store than in bricks-and-mortar retail. Discounts and promotions should also be valid on all channels wherever possible.

 

Standardized information

Make sure that your customers find the same information on every page. This means that your pricing and product information should be identical in the online store and in the apps.

 

Learn from best practices

Take a look at the competition. How does a successful omnichannel approach work? Renowned brands such as Disney, Ikea, Mediamarkt and Tchibo have one thing in common: they all have excellent omnichannel management and thus create the perfect customer experience when shopping.