What is omnichannel and why is it important?

Omnichannel means ensuring consumers have an integrated, seamless experience across multiple channels. In an omnichannel approach, as consumers move across digital, remote and in-person channels, transitions are seamless and interactions are informed by prior encounters. Omnichannel strategies are consumer-centric and focused around the customer journey.

Part of omnichannel is giving consumers on-demand access to content that is tailored to their needs and past experiences. This is the growing expectation of consumers as we move further into the age of instant-access content. Meeting these expectations can seem daunting and success will require a radical rethink of strategy, processes and technologies, but a true omnichannel strategy will help you to stand out from the crowd and achieve high consumer satisfaction. To achieve an omnichannel experience you must offer a few key elements:

• Personalised content based on specific interests and consumer journeys
• Ability to engage with the brand on their own terms, on the channels they like
• Consistent, identifiable brand tone and vision

An omnichannel approach is all about being reactive to the consumer and providing personalised messages and experiences based on their journey so far. Here are some channels that can be effectively used in a consumer’s omnichannel journey:

A key part of an omnichannel approach is to use the appropriate channel at multiple points in the user’s journey. A consumer may use a mobile app when they are doing research about your brand, but it can also be used to make purchases and gain quick access to customer services. When a consumer is deciding about whether to make a purchase, a combination of channels such as emails, phone calls, virtual meetings, and the company website will be more effective than just one. But it’s important that all the channels are aligned to allow the user to move seamlessly through each one during the decision-making process. It may be tempting to send lots of the same content to all consumers through all available channels, but consumers respond better to being approached with highly relevant content in just the key channels. The aim of an omnichannel approach is to make each stage of the process as easy and relevant as possible for the consumer as they will be more likely to follow through with a purchase.

Key Takeaway

Omnichannel is now the expected standard from users. Moving between different channels comes naturally to them and they expect a cohesive brand experience full of personalisation and relevant content. An omnichannel strategy brings companies into the ultra-modern age and enables a unique relationship with consumers that fosters satisfaction and advocacy.

Bibliography

What is Omnichannel Marketing? Definition, Tips, and Examples. Accessible at https://www.marketingevolution.com/knowledge-center/topic/marketing-essentials/omnichannel

Omnichannel engagement in medtech: The time is now. (2021). Accessible at https://www.mckinsey.com/industries/life-sciences/our-insights/omnichannel-engagement-in-medtech-the-time-is-now