Omni-channel marketing develops a multi-channel approach to selling, allowing customers to make purchases through almost any developed channel possible. Today, brands are all taking the step.
A matter of survival
Today, most brands are multiplying their sales channels, and for good reason. Not only does it increase their brand awareness and chances of selling their products, but it’s also a way to stay in the game. Selling on various e-commerce platforms, on social networks and in physical stores means adapting to current issues and realities.
The health crisis and social distancing have reinforced this trend. Consumers want to be able to buy anywhere, anytime. No more constraint of store closing hours, no more specific time dedicated to shopping. Uses are intertwining and one should be able to buy from their cell phone while checking their news feed on Instagram. And from a communication point of view, it’s the same. Relying on a single channel to promote your products is becoming illusory. A brand that leaves it to others to create its e-reputation has a slim chance of survival.
The essential channels
According to a study of U.S. business owners by Square and Mercury Analytics, common channels where brands sell their products and services include physical store (56%), website (34%), ephemeral stores, events and markets (26%), Facebook (25%, but 40% across all social networks, including platforms like Twitter and Instagram), Amazon (16%), and other channels (22%, including eBay, Alibaba, Etsy).
Another interesting fact: omni-channel marketing allows you to target customers who spend more than others. Then, by investing in the channels mentioned above, you will be able to reach customers who spend three times as much as single channel customers.