Learn how your business can successfully utilize omnichannel marketing in 2018 from Chainlink Relationship Marketing.

1. Omnichannel
Retail Marketing
Success in 2018
How can omnichannel marketing help your
business?

2. Omnichannel Retail Marketing:
What It Is
• Omnichannel marketing means “all channel”
marketing. It’s about creating a brand
experience that unifies sales and
marketing into a consistent shopping
experience across all channels and devices.
• Omnichannel retail marketing blurs the lines
that separate a customer’s digital experience
from his/her traditional brick-and-mortar
shopping experience.

3. Omnichannel
Retail
Marketing:
What It Is Not
• Omnichannel marketing is NOT the same as multichannel marketing.
• Multichannel marketing focuses on selling a product via as many
channels as possible to make a customer’s path to purchase easy
and convenient (and ultimately to increase the company’s sales).
• Omnichannel is more in-depth, immersive, and involved with each
customer’s interactions. Every step an individual takes along his/her
customer journey shapes his/her holistic experience of the brand.

4. Target Your Audience Using an Omnichannel
Approach
• The customer is at the center of it all in omnichannel
marketing. Personalized targeting will attract more users
when they have to choose between two similar products.
• An omnichannel approach is a great way to be at the front
of potential customers’ minds at all times. A customer data
warehouse is the best way to develop customer profiles
and personas, and to keep track of their buying behavior.
• Interpreting the data you collect and letting it shape your
approach to customer interactions is a key part of
omnichannel retail marketing.

5. The Importance of Personalization
• Users are always looking for a brand they can connect with. By
personalizing user experiences, it will improve customer
relationships and satisfaction with the brand.
• Using marketing automation tools is extremely efficient, however it
often prevents businesses from establishing a personal connection
with its’ customers. A personal touch gives your customers the
closest thing to direct contact with the business.
• The only way to get personal is by listening to and adapting to
customer feedback. With current advances in technology, people can
use multiple devices during their transactional process. It’s
important to listen and respond to all interactions across all
channels.

6. The Importance of Customer
Feedback
• Make sure to listen to the advice, criticism,
and suggestions that your customers have
about their experiences.
• Your users write these comments to help you
improve your current process and help your
company make any necessary adjustments.
• Your customers want their voices to be heard.
This is why it’s essential to not only listen but
also respond. They want to know that you are
listening and care about their opinions.

7. The Importance
of a
Consistent
Brand Image
• The key to a successful
omnichannel strategy is
consistency. Your ad campaigns
should have the same look and
feel across all channels.
• This doesn’t mean your
subway, billboard, and
Instagram ads should be
identical.
• Consistency drives customer
familiarity, efficiency, and trust.
By building trust with your
audience, you’re building
credibility in their eyes, and
increasing the likelihood that
they’ll return to buy more of
your products.

8. KPI’s to Keep In Mind
• As technology continues to improve and your
channel options increase, it’s important to track
your data and base decisions off of it. Each channel
provides different results and these results can work
together to provide your audience with a unified
experience.
• While one may think more data leads to better
results, this may not always be the case with
omnichannel retail. Your company must prioritize
the KPIs that focus on increasing company growth
and customer experience. This will generate more
traffic and produce higher conversion rates.

9. 2 Steps You Can Take Towards An
Omnichannel Strategy Today
1) Evaluate your current marketing strategy
• Figure out which channels are the most
effective for reaching your audience.
Identify which of these channels are the
fastest growing for you right now.
• Track customer data in order to tailor
your efforts when moving forward.
• When choosing a platform, make sure
there is a visual way to view and organize
data.
2) Focus on the big picture in terms of
customer behavior.
• Figure out your customers’ motivations
for using certain channels.
• When you figure out the motives behind
the actions of your targets, it provides
you with richer, deeper insights.
• Customers’ purchasing behavior is usually
intentional, so it’s important to figure out
the triggers that prompted them to
abandon a cart versus follow through
with a purchase.

10. Thank You!
Read more on the Chainlink Blog:
https://chainlinkmarketing.com/blog/