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Customer Experience and Design

Consumer Goods Brands are Optimizing Omnichannel Strategies

Currently, customers are engaging with brands like never before. Consumers continue to look for top reviews, consistent messaging, and a seamless experience for their shopping routine. Customers have the ability to engage with companies instantaneously, and also, change their mind just as quick. This engagement proves why companies must implement effective omnichannel strategies.

Implementing new technologies and strategies helps companies remain relevant and top-of-mind in the eye of their target markets. This is a big step forward for these companies looking to be consistent and current.

An omni-channel experience incorporates brand communication via each platform (website, social pages, and blogs), location and device a customer will use to interact with a company. That information delivers an experience with a single, uniform message to the customer.

Did you know that companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers?

Then, taking this a step further.

Did you know that the entire ecommerce market contributed $2.3 billion in revenue in 2018? That’s pretty incredible, and emphasizes even more the importance of an effective and efficient omnichannel strategy.

But just in case you aren’t 100% sure yet, look at this example:

73% of the consumers who contributed to this ecommerce revenue are frequently shopping in multiple physical and digital channels – thus spending more, more often, and for longer timeframes.

So, clearly it’s important to nurture both the physical and digital world of a business. This gives the target audience more opportunities to find your company. Thus providing more opportunities for a new or loyal customer to engage with your brand.

Take a look at three major companies who are doing it right with new, innovative omnichannel experiences both digitally and physically:

Walgreens incorporates an omnichannel pharmaceutical experience by including its mobile app as a primary tool for brand communications. This encourages customers to do everything through the app. Rather than having to call and set-up a prescription with the pharmacy. This eliminates potential hold times and can reduce the waiting time for in-store pick-ups. Then, with a major customer base having downloaded the app, Walgreens can promote themselves to customers to remain top of mind.

Braches of KFC, in China, are now attracting consumers with tailored discounts and offers provided through smart screens that combine facial recognition technology and artificial intelligence. Consumers also order and pay using screens, mobile payment or facial recognition. This is taking the entire brand experience to an intersection between digital and physical interactions.

Nike has been at the forefront of omnichannel retail, from its Nike+ app with personalized recommendations, to its custom-made NIKEiD line. The brand’s latest New York location turns retail on end. The five-story, 55,000-square-foot space contains a miniature basketball court, enclosed soccer area, and running simulators. This epic space gives customers opportunities to test interesting products they might buy. The innovative store employs a dedicated staff on-site to analyze performance, suggest the right products for each customer and also provides a frictionless checkout using the store’s app and handheld point-of-sale systems.

Undoubtedly, it’s important to incorporate both the physical and digital world of business with customer interactions. With more opportunities for your target market to find your company, the more opportunities for a new or loyal customer to engage with your brand.


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