Multichannel

Multichannel is the strategy of using multiple online and offline channels to disseminate information and reach the persona. However, these communication channels are not necessarily synchronized or connected.

Main benefits of a multichannel strategy

It helps ensure a consistent message on the predetermined channels.
Reaches customers on their preferred channels, positively impacting their experience and loyalty.
Generates more data and insights into customer behavior and preferences, enabling greater personalization.

Multichannel Marketing’s main challenge

The main challenge of multichannel marketing is that it doesn’t offer the unified shopping experience that customers expect.

How to create a Multichannel Marketing strategy

The first step is to integrate the marketing departments. Communication needs to be aligned for the strategy to take effect.
The second step is to get to know your persona(s) in depth and to create and carry out tests on the various channels.
The third step is to choose the channels according to your buyer persona and your unique objectives.
Finally, define and implement a Multichannel Marketing platform to consolidate data and manage campaigns efficiently.

Omnichannel

Omnichannel is the multichannel sales strategy, i.e. integrating different communication channels, platforms, and devices, i.e. any point of contact or interaction between a brand and the customer, with an integrated brand experience between distribution, promotion, and communication channels and a holistic approach.

More important than reaching the greatest number of people through individual channels, is to understand which channels your persona is interacting with the most to insert your brand at the intersections between them, with a relevant offer.

Differentiated and easy shopping experience. This is the biggest advantage of omnichannel marketing. This is what the customer wants and what this strategy delivers.

Main benefits of an omnichannel strategy

Greater reach by being present on all channels, platforms and devices.
Improved customer experience to build customer loyalty.

Increased customer satisfaction. As it makes life easier for them and, at the same time, allows more access to and collection of data, which enables a better perception of the customer’s demographic and, above all, behavioural profile.

Continued growth in brand recognition and increased profits in the digital environment. Because it’s much easier and more practical for customers to buy when they find your product or service on various channels and platforms.

All this translates into personalisation (of the buying journey), trend analysis (of behavior) and marketing automation (tasks and communication).

Today’s customer behavior is omnichannel

Consumidor → Cliente → Shopper → Omnishopper

Today’s customers relate to their favorite brands in multiple ways on different devices, platforms and channels, with the desire to always have a connected and consistent experience.

A Shopper Story 2017 study by Criteo highlighted these behaviors in the US market, which are still valid today and which we have seen in other markets worldwide:

• Showrooming: after seeing a product in the shop, the customer purchases on the shop’s website;
• Webrooming: they search online before buying in a physical shop;
• Click & Collect: buys online to collect from a shop or kiosk;
• Scan & Scram: sees a product in a shop and buys it online from another shop at a better price;
• Click & Ship: Buy a product online via mobile phone while in a physical shop to be delivered to your home.

3 reasons why omnishoppers are the most valuable consumers today

1. Omnichannel customers spend more

A 2020 Harvard Business Review survey showed that omnichannel customers spend an average of 4 percent more whenever they are in a shop and spend 10 percent more when they shop online, compared to those who interact with a company on just one channel.

2. Omnichannel customers are more loyal

It also showed that omnishoppers are more likely to return. Customers who interacted with companies on various channels visited a physical shop 23 percent more often over six months.

3. All generations like omnichannel shopping, especially Generation Z and Generation Y (Millennials)

Criteo’s 2020 Shopper Story survey shows that younger generations have the highest levels of omnichannel shopping behavior in the US:

• 83% of Generation Z and Millennials search for products online and then buy them in-store;
• 81% shop online after seeing products in a retail shop regularly or occasionally;
• Three out of four (75 percent) Generation Z and Millennials reported that they regularly or occasionally order items online and then pick them up in a shop.

How to implement an Omnichannel Marketing strategy

First of all, the marketing, sales, and customer service teams should talk to each other and share data and information.
Then, based on the answers to a checklist of questions, create a unified marketing action plan

• What communication channels do we use today?
• How do we use these channels? Are they integrated?
• Which channels do we not yet use?
• What message do we want to convey, regardless of the audience’s location?
• How does our persona’s buying journey work? Does it go through more than one channel? If so, which channels?
• Where can we invest more to increase the volume of the audience we’re going to reach with omnichannel?

Omnichannel Marketing Campaign

Website and Social Media

Have a functional, always up-to-date and responsive (mobile-friendly) website. Respond to comments on blog posts and messages sent via the website as quickly as possible.
Define the social networks that are worth your brand’s presence, make constant publications, with a predetermined frequency, and interact with users in comments, private messages and shares in stories.
To make sure you don’t leave anything behind, use social management tools.

App

Consider creating an app if you have a reason to do so and if it makes sense in relation to your sector and product or service.

Problem-solving at every stage of the process

Ensure that the customer has an easy and satisfying experience.

A single, consistent message, adapted to each channel

To achieve this, it is essential to create a consistent brand voice.

Call to Action (CTA) suitable for the device and platform

Write a short, clear CTA that extends the customer experience in line with the objective of the advert in question.

Some Omnichannel Marketing platforms

• CRM HubSpot: complete marketing automation tool;
• Shopify: robust e-commerce platform, but also a great omnichannel marketing tool;
• Active Campaign: a platform that combines a variety of automation, marketing, and CRM tools.

Essential tips for optimizing your strategies

Segment your audience and personalize your messages for each one. This increases engagement and conversion rates.

According to general segmentation statistics for 2023 from Notify Visitors:

• 80% of people tend to do business with a brand that personalises their experience with it.
• The most common segmentation criteria are demographic, psychographic and behavioral data.
• Demographic segmentation is the most effective for B2C companies.
• Psychographic segmentation is the most effective for B2B companies.
• Behavioral segmentation is the most effective for e-commerce companies.

Continually monitor and analyse each stage of the marketing funnel to identify flaws and implement improvements.

Carry out A/B tests, varying the content, to identify the one that works best and converts the most.

Use marketing automation tools to save time, send personalised messages and maintain constant engagement with your customers, boosting conversions.

Omnichannel Marketing Example – Sephora

Beauty brand Sephora connects its customers’ online purchases with in-store visits.
In-store, it offers beauty workshops and makeovers and enables customers to use tablets to access their Beauty Bag account while shopping, which allows them to look up product details and try them on virtually using digital software. If they like an item, they can add it to a wish list and buy the whole list via the app.

“To succeed, marketers need to implement an omnichannel strategy that conveys a unified message across the entire consumer journey, especially as consumers browse, buy and view content on more media than ever before. (…) Regardless of the channel, brands and retailers must prioritise their primary data strategy to continue delivering personalised advertising.” – Rory Mitchell, CEO for the Americas at Criteo

In summary, Multichannel Marketing vs. Multichannel Marketing Omnichannel Marketing

If, on the one hand, Multichannel Marketing focuses on channels, on the other hand, Omnichannel Marketing focuses primarily on customers and their purchasing journey, and their complete involvement with the brand.

Using the omnichannel strategy demonstrates that your brand is consistent and reliable, aims to offer a unified and uninterrupted shopping experience to your customers and is prepared to meet their demands.

The future of Multichannel Marketing is Omnichannel Marketing

In the current context, Omnichannel Marketing offers a better experience to customers, greater engagement with the brand, more conversions and, consequently, more success for your business.
Our suggestion is that you develop your own omnichannel experience infrastructure, working in collaboration with the different departments of your company.