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Your Comprehensive Guide to Omnichannel Marketing

Prince Goel

Senior Software Engineer @ Shiprocket

May 30, 2023

5 min read

Omnichannel marketing is integrating different channels to interact with consumers, to create a pleasant brand experience. This includes integrating different channels – offline and online channels. The strategy helps in offering consumers a delightful experience in terms of a convenient and seamless shipping experience.

An omnichannel strategy offers the buyers an opportunity to find products online and purchase offline – purchase products at their convenience. Today, organizations of all sizes are leveraging omnichannel marketing strategies for the benefit of their business.

With the presence of online channels, consumers have access to multiple options, and they expect product information in real-time. With the help of a multichannel strategy, brands can let their customers purchase products on their terms, offering them an overall pleasant experience.

What is Omnichannel Marketing?

Omnichannel marketing strategy helps create a seamless purchase experience from the first to the last touchpoint, on all channels. Every time your customer interacts with your brand, omnichannel marketing helps make him feel that his journey is in the continuation of the previous interaction. How? By ensuring the messaging is consistent across all channels. Also, by ensuring that the messages are relevant to the customers.

Multichannel VS Omnichannel: What’s the Difference

omnichannel marketing

The main difference in both strategies is omnichannel is customer-specific whereas multi-channel is not. In multichannel marketing, there is a unified message across all channels, but the message is not necessarily relevant to each customer. There is no personalization in the message.

On the other hand, omnichannel brings personalization to the messages. In this strategy, the messages are built around the customers and the channels used for communication. The better the interaction is, the more customers want to interact. You can also use an omnichannel marketing tool to make your ads more personalized and increase your sales and brand identity.

Omnichannel Marketing: How to Get Started?

Adopting an omnichannel marketing strategy is not as easy as just having an omnichannel presence to interact with your customers. You need to make significant changes to your business approach. Here are the steps that you can follow:

Step 1: Inform Your Team

You need to start by informing your team before going omnichannel. Ask each one of them to participate. Every employee in your team has a role to play – in terms of collecting data. Besides, all your employees need to learn how to collect customer data and provide your customers with a personalized customer experience. This strategy puts customers at the center to offer them the best experience and increase sales and customer loyalty.

Step 2: Take the Help of Data

You can use the data collected from your customers to your advantage. You can go through the entire purchase journey and interact with all channels for better understanding. Also, from the product or service feedback that you have gathered, you can make improvements in your overall services. With this, not only will you be able to improve your services, but you will also get full appreciation from your customers that you listen to them.

Step 3: Personalized Messages

The core of omnichannel marketing is personalization and to craft personalized messages, you need to know your customers. With all the data in hand, you can create better and more personalized messages effortlessly. You can also customize your messages according to the platform that you are using.

You can divide your customers into different interest groups to tailor your messages easily.

Step 4: Measure. Improve. Repeat.

Omnichannel marketing is going to work for your business, just the results might be different for your business than others. So, the last step is to analyse our strategy and improve it if required. You can start with a basic strategy and use the results to guide you through the further process. Doing this will help you improve your omnichannel marketing presence and business as well.

Benefits of Omnichannel Strategy

Many companies are adopting omnichannel marketing strategy these days – there’s no doubt whether it will work for your business or not. Let us look at some benefits of omnichannel marketing:

omnichannel marketing

Increases Purchase Rates

If you market your products across multiple channels, your purchase rate is going to be higher compared to a single channel. As customers are also becoming accustomed to buying from multiple channels, omnichannel marketing is only going to benefit your business. In addition, studies also show that customers are likely to spend more in omnichannel stores. This means, your customers are not only buying more but spending more as well.

Increases Brand Loyalty

eCommerce businesses adopting omnichannel marketing have gained the most from this approach. According to the reports, omnichannel marketing has higher retention rates. And since it is easier and cheaper to retain a customer than convert one, omnichannel is the best marketing strategy to adopt.


The omnichannel marketing approach offers a consistent experience to customers across all touchpoints. If done in the right way, it can boost customer engagement and customer loyalty. Customers will love your brand more for giving them personalized experiences from whatever channel they feel comfortable with. In the end, it all leads to increased sales and profits.

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