Somehow, there’s still this misconception that online and offline shopping are at odds with one another. There’s actually a lot of crossover. And most consumers shop on multiple channels, both online and off.
That’s why it’s important to consider ALL channels to create a better customer experience.
Today, we're going to discuss just this. We’ll help define the difference between multichannel and omnichannel.
In a multichannel approach, channels operate independently from one another, each with its own strategy. It’s great to be on multiple channels in general, and it can help to drive awareness and saturate each medium. It also gives customers the choice of where they will ultimately interact with your brand, and allows you to cater communications based on that particular medium or channel.
But multichannel is disjointed by nature, which doesn’t really work for customers who expect a totally seamless shopping experience — which is most customers these days, right?
If the customer experience on, say, your website is completely siloed from the experience at your stores, it can be off-putting. Imagine seeing a great deal on Facebook, then you go to the store and discover that the promo is online-only. The disappointment would color your perception of the brand, and may even turn you off the purchase altogether.
An omnichannel approach, on the other hand, creates an integrated brand experience across the board. All channels acting together as part of one seamless machine.
This can contribute to brand consistency and enhance the customer experience. It ensures that customers can naturally move from channel to channel without interruption or dead ends.
Imagine scrolling through Instagram and coming across a product you’ve been seeing billboards for. You click the call to action and go to the company’s website, where you punch in a promo code and get a sweet discount. Your info gets saved, so you start getting emails catered perfectly to your needs, including future discounts on related products that you can order online and pick up at a store.
The chances of you becoming loyal to that brand skyrocket.
Of course, omnichannel can be harder to implement since it involves more moving parts and multiple departments’ participation. But the pay-off is definitely worth it.
Remember: Today’s consumers are overwhelmed with options, and the smallest amount of friction can derail their journey to purchase. Why not make things easier for them?
That’s all for today. If you want to learn more about creating amazing experiences for your customers, subscribe to our channel. And don’t forget to hit the bell icon to get notified when our next video goes live.
Until next time, be well!
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