Consumers in today’s digital age are increasingly displaying traits that keep brands on their toes. The nature of consumer behavior predominantly visible today, particularly while making purchase decisions, has changed drastically. With technology and digital capabilities reducing the gap between brands and consumers, it is no longer just the product or service that strikes a chord with consumers, but also the avenues through which these products and services are made available.
This is where omnichannel retail comes into play and can make a massive difference in the relationship between brands and consumers. As brands increase their focus on consumer convenience, an omnichannel approach to retail, powered by advanced technology and a granular vision, allows them to deliver a great consumer experience.
The criticality of the Omnichannel impact
It is no longer a surprise that brands aim to leverage omnichannel retailing and categorically be a part of the consumer's multi-channel decision journey. A recent study by Gartner highlights that frictionless omnichannel experiences offered by brands not only provide consumers with more purchase and fulfillment options but also allow consumers to conveniently switch engagement methods in case of channel disruption. With omnichannel approaches significantly strengthening consumer engagement, average order value for brands has risen by 13 percent, and consumer retention has risen by a staggering 90 percent.
Omnichannel strategies cut across channels. While brands wish to ensure seamless digital touchpoints at every stage of the consumer journey today, smooth in-store experiences are just as important, to ensure that consumers find a cohesive experience end-to-end. The greater the consistency across channels, the more appealing the experience. This is a critical component of building consumer loyalty. For instance, consumers may have seen large-scale television or print ads for a certain product and developed awareness about it. However, when it comes to exploring it and buying the product, consumers will invariably go for an online search to get more information about the product. This demonstrates how omnichannel approaches are redefining the trends.
Effective omnichannel strategies and tools keep consumers at the center of the relationship, allowing brands to understand their consumers holistically, and eventually tailor marketing & retail efforts as per their preferences. With a consistent, personalized experience across all channels, consumers will be more likely to make purchases from brands offering such familiarity. So, in order to stay ahead of the competition and influence consumer decisions, an effective omnichannel strategy is key.
The deeper the consumer association, the greater the brand’s influence
Every brand today, believes in forming a value-creating relationship with consumers. This is something that is established over time. At every point, brands aim to deliver consistent messaging and engaging experiences to consumers, ensuring stronger brand recall. It is such thoughtful efforts that increasingly enable brands to become a part of the consumer’s decision-making process which brands can then positively and beneficially impact them. It is no longer a secret that brands want to be ‘right there’ with consumers almost always. It is not only useful in deepening associations but also in having a competitive edge.
This powers the need to keep sufficient infrastructure in place to help consumers smoothly navigate their path and easily connect with brands and their offerings. So, once consumers access credible digital information, they end up making in-store visits where they can find immersive shopping experiences. By creating an integrated consumer journey across channels, brands can foster loyalty, trust, and brand recognition.
This also makes a brand stand out from the crowd, positioning them as ‘unique’ to consumers. For instance, the experience of a consumer who discovers a local retail store of the brand online can be further enhanced by location-specific eCommerce-enabled pages for that store and can thus be kept updated about various launches, offers, and promotions at that store. In today’s set-up, it is an intrinsic way of embracing consumers and making a contribution to the progress in their purchase journeys.
The increasing focus on embracing consumers through ‘Omnichannel’
With the emergence of omnichannel strategies, businesses have a robust way to influence consumer decisions. By creating an integrated approach powered by digital capabilities, brands can better reach their target audience and create positive consumer experiences. With brands paying close attention to the interconnected nature of physical and digital consumer behavior, offering personalized and delightful experiences becomes easier.
The goal is to capture the attention of consumers, build credible associations, and encourage them to make purchases. The more brands can deliver appreciable experiences, the stronger their chances of playing a pivotal role in the consumer’s decision journey. By combining the power of digital marketing with traditional methods, brands can create an omnichannel experience that caters to the consumer’s needs and preferences.
Omnichannel approaches can also help businesses stay ahead of the competition by using data-driven insights to optimize campaigns and measure their returns on all the investments made. In today’s digital world, an effective omnichannel strategy is essential for businesses that want to stay one step ahead and influence consumer decisions.