Definition of omnichannel marketing

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The days when the small shop around the corner or the large shopping center in the city were the only options for shopping are long gone. When it comes to shopping, the offline and online worlds are increasingly blurring. Furthermore, there are many more channels through which potential buyers can find out about products these days. From a marketing perspective, the digital customer journey has several more touchpoints than before. This should be taken into account in your online marketing strategy . These touchpoints are spread across various channels – both online and offline. Hence the term "omnichannel."

Omnichannel marketing is about considering the different touchpoints and offering lebanon phone number data customers a good brand and shopping experience – regardless of where they gather information and purchase products, i.e., across all channels. This approach could also be casually called the "channel-anything strategy."

What is a good shopping experience?
Customers want a shopping experience that is, above all, simple and consistent . They decide which channel they use for shopping based highly on the situation and on an individual basis. Conversely, this means that they expect retailers to meet these needs for simplicity, consistency, and multichannel delivery. Younger consumers in particular use smartphones extensively for product research and shopping, but stores are far from obsolete. More than half of consumers want such a simple and consistent shopping experience—whether in-store, online, or interconnected. These are the key findings of the study " Retail of the Future: Individualized Shopping through Omnichannel ," published in 2023 by the Institute for Retail Research (IFH) in Cologne, Google, and the German Retail Association (HDE).

Customer value should therefore be the focus across all channels. This means that the customer experience is geared towards offering convenience and time savings, as well as satisfying each person's individual needs. From a company perspective , this strategy is about reaching customers across channels and building closer loyalty. Anyone who wants to remain successful in the long term must keep an eye on every single (potential) customer. Thinking from the perspective of the customer and their needs has always been the basis of every marketing strategy. The omnichannel approach is, in a sense, an update that takes marketing into the future. It uses technology – not least AI – to get to know customers better and make them tailored offers.