Omnichannel retail marketing campaigns

Retail is not what it used to be. The speed of change is increasing and the relationship between brand and consumer is becoming more fragmented and diffuse. New channels are constantly emerging and brands need to take them into account.

It is in this context that the concept of omnichannel emerges.

There is no doubt that omnichannel is a term that affects the entire retail value chain. This concept is related to the definition of new processes and technologies that allow a new form of relationship among areas focused on the consumer, where information flows in real time so that the client perceives a "channel-free" relationship.

Omnichanneling, although it is something that almost all brands boast about, is not trivial. This is reflected in the Create Competitive Differentiation By Integrating Your Digital And Physical Experiences study conducted this year by Forrester for DAC, which indicates that only 15% of the companies studied have a seamless omnichannel proposition. This figure varies widely by sector and geography, so the speed of adaptation of this type of model will be uneven.

From a purely marketing perspective, omnichannel marketing focuses on the coordination of the relationship channels between brand and consumer to ensure an optimal experience through any of them. It has a direct impact on elements of the consumer experience such as time and personalisation, key points in the buying process.

Therefore, understanding the consumer profile, the audiences, their expectations, how they behave... is essential. Knowing the behavioural patterns during the brand relationship process helps to determine which channels have the greatest impact or interest for consumers. Likewise, once the different archetypes of the brand's target audience are understood, it is important to define which content is most appropriate for each stage of the buying process and which channel is most suitable for each moment/type of consumer.

According to the Digital Marketing Strategy 2021 study conducted by Gartner, the channels most valued by brands are the following:

1. Social networks

­­It is one of the channels where consumers spend the most time and, above all, where they interact the most. In a way, they have accelerated the direct-to-consumer sales model, thanks to the ease of use for both the brand and the consumer, and because it is a product platform with an almost complete funnel approach, from awareness to sales.

2. Digital advertising

The different digital advertising models facilitate the targeting of audiences in search of personalised messages based on a variety of variables and allow different needs to be addressed within the purchasing process.

3. E-mail

E-mail is an essential channel in omnichannel campaigns. Modern automated marketing solutions facilitate personalisation in real time, considering a myriad of data to generate high-impact campaigns, boosting sales and loyalty... E-mails such as the welcome e-mail, the "abandoned cart" e-mail or the voice of the customer e-mail are some of the most relevant and favourable for the purchasing process and the customer relationship.

Furthermore, the current capabilities of this type of solutions, supported by technologies such as AI, allow to understand the moments, subjects, messages... of greater impact, allowing brands to design combinations that favour the opening, reading or engagement of the different campaigns.

4. Other channels

The same study shows that other channels such as search engines (in which SEO/Paid Search strategies play a relevant role), the mobile channel or the growing DOOH (Displays Out Of Home) linked to influencer marketing, among others, are key within an omnichannel strategy, improving reach and relevance within a market that is increasingly saturated with brands.

The strategy and operation of omnichannel marketing campaigns must be supported by ongoing data analytics that allow the brand to understand the performance of each channel and type of content. It is therefore essential to consolidate the different realities in a single space, integrating elements such as:

• Unique user identifier among channels (Cross-Channel).
• Integration of behavioural data (social networks, e-mail, advertising...).
• Integration of online sales.
• Integration of physical shop sales.
• CRM data integration.

This data integration will allow campaigns to be enriched not only with online information, but also with information from the physical shop, with a more valuable approach from a dual quantitative/qualitative perspective.

Channel diversity is a unique opportunity to connect with the consumer and, through in-depth knowledge, customise their experience with relevant content and actions that drive engagement with the brand and generate value for the company, optimising the investment to carry it out.