Omnichannel Marketing Examples

Branding is significant to any successful marketing initiative – and customers are engaging with brands on more mediums than ever. 98 percent of usa citizens use multiple devices a day , and therefore the average household has six internet connected devices at any given time.

To ensure that your brand’s image is being delivered in an efficient and effective way, marketers must make certain that a brand’s messaging is consistent across all of those devices. This holistic, unified way of distributing and attributing brand messages across multiple devices is mentioned as omnichannel marketing. In recent years, the demand for omnichannel campaigns has been increasing with 9 out of 10 consumers claiming that it’s important for brands to supply seamless messaging and transitions between devices.

According to Harvard Business Review, 73 percent of shoppers tend to buy on quite one channel – and these customers have a 30 percent higher lifetime value than their single-channel counterparts. Omnichannel marketing is an expectation among customers, and will be recognized for the considerable bounty it offers to ambitious brands.

3 Brands Doing Omnichannel Right

With today’s consumers using numerous devices to finish day-to-day tasks, marketers must specialise in a holistic omnichannel experience that's always connected to customers and delivering consistent messaging. To know how to execute these sorts of campaigns, let’s take a better check out three brands that are excelling in their omnichannel marketing strategies:

Topshop

Topshop may be a UK-based fashion retailer that executed an omnichannel strategy by combining billboards with a digital marketing campaign. The retailer strategically purchased billboard ad space that was located but ten minutes faraway from a Topshop store in major cities like London, Manchester, and Liverpool. These billboards showed off runway trends that were featured during London Fashion Week, like pleats, leather, and color-blocking. Then, the billboard featured a couple of pictures of Topshop’s relevant inventory.

They then took their billboards a step further by including a call-to-action that asked onlookers to tweet at their Twitter account with a hashtag like #leather, or #pleats. When Topshop’s Twitter account received one among these tweets, the corporate would reply with a curated shopping list that would guide their instore purchases. This campaign was wildly successful for Topshop – they experienced a 25 percent increase in sales across all categories that were featured on the billboard, and even saw a 75 percent increase in sales for clothing categorized under #modernism. This creative integration of the physical world with the digital world helped Topshop realize the advantages of an omnichannel strategy.

Sirius XM

Sirius XM, a satellite radio provider, leverages the behavioral data of consumers alongside an omnichannel strategy to achieve greater conversion rates. When someone buys a replacement car that comes preloaded with an attempt of Sirius XM, the corporate contacts them by email to start out an attempt subscription. However, Sirius XM’s research showed that prospects are more likely to start their trial if they’re inside their cars. Due to this, the e-mail doesn’t immediately delve into the way to activate their trial. Instead, the e-mail links to a landing page that asks if an opportunity is currently in their car.

If a customer says they're in their car, they're going to immediately be redirected to a webpage with instructions on the way to activate their free trial. If the purchasers claim they're not in their car, they’ll receive a quick text message that has an activation link. This text message is meant to supply a subtle reminder to the prospect as soon as they enter their car – and it's much less likely to urge lost within the torrent of promotional offers that flood many email inboxes. By using an omnichannel strategy, Sirius XM is in a position to intelligently identify where customers leave the sales funnel, and consequently reduce attrition.

Disney

Disney has an especially interesting strategy for enticing customers to not only visit their theme parks, but to continuously engage with the corporate once they’re inside the park. From the get-go, Disney features a mobile responsive website that creates it easy for patrons to book a visit to at least one of their amusement parks. From there, customers are prompted to download a connected application on their mobile devices called My Disney Experience. This app is meant in order that customers can plan their entire trip, starting from food to lodging. Once within the park, the app provides an interactive map to assist visitors navigate its expanse, and even view how long lines are for the park’s rides. This is often all designed to enhance the customer’s experience, and make planning a visit to Disney as simple as possible.

Then, Disney takes their omnichannel strategy a step further with their Magic Band. Upon entering the park, visitors are given a multi-purpose wristlet that functions because the customer’s hotel key, photo memory device , and food ordering tool – all with fast pass integration. This device acts as a middleman between Disney’s digital infrastructure and park infrastructure, providing a seamless experience for patrons . Of course, Disney’s Magic Band also as their mobile app collect customer data right along the way! This could be wont to inform exactly how customers plan and execute their trips to Disney’s parks, allowing Disney to make more precise marketing campaigns while improving the experience of their visitors.

Key Takeaways

From theme parks, to fashion, to satellite radio, an omnichannel brand strategy can provide a variety of advantages to brands no matter their industry. Customers will enjoy a far better experience with the brand, while the brand will enjoy increased conversions and better access to customer data. However, before a brand can effectively implement an omnichannel marketing strategy, they need to have a comprehensive approach to omnichannel attribution and analysis. If the proper marketing analytics platform is employed alongside a determined marketing team, brands will enjoy considerable success by seamlessly merging experiences between both online and offline worlds.

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