We live in a world where the lines between physical and online are getting more and more blurred. Before we visit a restaurant, we look up the reviews. When we want to make a purchase we shop around instore and online. We’re weaving our physical and digital interactions together for a seamless and 24/7 experience. People now expect it. These omnichannel marketing examples are here to inspire you and show you how to apply it to your business.
Omnichannel marketing might sound fancy. But at its core, it’s simply an approach that takes all channels, both online and offline into account. It’s about understanding that your customers will use multiple devices and channels to interact with your business. And then using that to assumption to make that experience as easy and enjoyable as possible. Want a deeper understanding of what omnichannel means for you as a business? We’ve got you.
The simple fact is, if you’re not delivering a blended approach for your customers, you’re missing out. Omnichannel marketing has proven results. Make-up maestros Sephora report that their 10 million registered members spend 15 times more money on Sephora.com than the average customer. They’re not alone. In a report by Omnisend, they found that omnichannel marketing resulted in a 250% higher purchase frequency and 90% higher customer retention rates. That’s a pie you’re going to want a slice of, as a business.
However, if you’ve never dipped your toe into the omni-pool it can be tricky to get started. We’re going to share some of our favourite omnichannel marketing examples and show you why you should follow in their footsteps.
Love them, or hate them, there’s no denying Starbucks are ubiquitous with the coffee shop experience. It might be easy to write off a coffee shop as a purely bricks and mortar business. However, Starbucks has taken a step into the modern world by creating a fully integrated app. This app saves coffee-starved customers time. Drinkers can peruse the menu, specify customisations, view the drink prep time and more. For example, it even identifies what song is currently playing in-store so people can save it to their Spotify playlist. It’s a great app that offers a streamlined experience to traditionally busy people. The best part is, it’s updated in real-time. So whether you’re working with the app, website, phone, or cashier, your info is exactly the same and up-to-date.
Internet giant Amazon has moved far from its humble beginnings as an entertainment retail store. Over the years, they’ve slowly expanded to offer customers almost everything. From TV and music streaming to Wi-Fi connected Dash buttons. Plus Echo-enabled voice ordering sees goods arrive mere hours after being spoken into existence. Modern life is busy, and Amazon offers a one-stop-shop for almost…well, everything. As customers, we like convenience and Amazon definitely delivers that.
Purveyors of magic and animated characters Disney are among our list of omnichannel oracles because of their attention to detail. From their beautifully designed website — which works across all devices, to their “My Disney Experience” tool. This one-stop portal connects every detail of a trip to their theme park — from fast passes to meal times. This online experience aims to remove friction points to create a streamlined and smooth experience for park users. It’s just that little touch of Disney magic.
Sartorial savants Oasis might be a UK high street staple, but they’re far from just a brick and mortar store. They’ve bucked the trend of a failing high street. How? By creating a contemporary fusion of their e-commerce site, mobile app, and high street stores. Adding technology to their store locations allows the iPad-armed sales associates to give you on-the-spot, accurate, and up-to-date product information. They also act as a portable cash register. They expand this experience by adding a service that allows you to order any out of stock items for home delivery. This is the ideal example of customer service with a modern twist.
Puppy powerhouse Barkhouse are a great example of an e-commerce store who are bossing omnichannel marketing. They rely on knowing their customer base inside out, then using this knowledge to ensure they’re exactly where their target market want and need them.
They’ve done their research and know exactly how to please their pupper-loving posse. It’s a savvy decision to share cute dog images as a marketing move. By curating a feed of shoppable puppy posts, they’re ensuring they’re offering value to their customers. There’s no hardsell, just very cute images that feature their products in the best light.
On top of this socially savvy showcase, they also have BarkShop Live. This pop-up store allows customers to browse and buy in real life. Meanwhile, they avoid the expense and overheads of a permanent store. We all love an event. These pupper pop-ups are a perfect example of omnichannel marketing. They integrate the offline and online experience, allowing dogs (and their owners) to test products. And, they can create an in-app list of their dog’s favourite items for later. Pawfect.
Try to spot omnichannel marketing examples like these ‘in the wild’. Are the brands and businesses you use, making the digital and physical experience seamless?