Omnichannel Strategy: If Not Now, When?
The success of a B2C brand is heavily dependent on its strategic orientation. In our guide, we reveal why a frictionless omnichannel strategy is a winning formula and which building blocks you need for effective implementation.
Turn your multichannel strategy into an omnichannel strategy
Many companies still operate multiple channels independently of one another. Individual departments, including sales and marketing, have their own ways of delivering content to customers. Not only is this inefficient, but it can also quickly lead to confusion when customers receive conflicting messages.
The opposite approach is an omnichannel strategy, whereby all departments within the company work together internally to speak with one voice externally. It’s a winning formula that’s delivered great results in recent years. Yet many companies are still reluctant to shift their strategic focus, which is why omnichannel is a marketing issue. Management teams need to make the case to different departments and put the technical infrastructure in place to make the move from multichannel to omnichannel.
It’s a point highlighted by Jörg Heinemann (OTTO), Co-Lead of the Social & Discovery Commerce Lab at the German Association for the Digital Economy (BVDW):
“Omnichannel, unified commerce – call it what you will. The bottom line is that it doesn’t matter which channel is used. We have to be where our customers are. It’s not a new concept, but many companies still haven’t implemented it. With AI as well as discovery and social commerce, important new channels are entering the picture, too. We have to be present everywhere in a way that’s both brand-appropriate and optimized for the channel and target group.”
The figures speak for themselves: Omnichannel is a winning strategy
Omnichannel isn’t a new invention, which means we can draw on years of experience and drill into extensive data. And what this reveals is that omnichannel marketing is a successful concept that’s here to stay. We’ve summarized the key findings for you in our guide.
The omnichannel guide also explains:
- Why you need to bring marketing, sales, CRM and other areas of your business into alignment when developing an omnichannel strategy
- Which building blocks are essential to establishing an omnichannel structure in your company
- What your customers really think about the omnichannel approach
