Years ago marketers merely communicated with customers and clients through advertisements on TV, or mailing promotions/incentives such as coupons. But nowadays, with the continuous growth of technology, marketers can communicate with customers in a variety of different ways.
Omni-channel is a word that’s gaining more and more popularity, and many businesses and retailers see the value in providing that seamless experience across interfaces. No longer are business owners solely focusing on their brick-and-mortar stores, but they are also allowing customers to browse and purchase products and services on their e-commerce sites. To put it simply, if an organization plans on being a big player in the game, then their company is or should be working on utilizing omni-channel marketing.
Of the businesses executing an omni-channel strategy, one that’s succeeding without a doubt is everybody’s favorite coffee company, Starbucks. Starbucks makes it simple for their customers to use multiple devices when trying to purchase items or when attempting to check the balance on their Starbucks card. For instance, customers can reload and check their balance “through their phone, the Starbucks website, or when they’re at the store.” It allows customers to save time when they are ordering their coffee, and it also helps Starbucks get their customers’ orders out faster.
Macy’s is another example of a retailer that is using an omni-channel strategy in order to provide customers with a seamless user experience. Chairman and CEO Terry J. Lundgren says, “Macy’s is one of the biggest and fastest-growing platforms in the country thanks to robust apps, mobile-enhanced websites and integration between brick-and-mortar locations and the online shopping environment.” They have been focusing on different ways to satisfy their customers’ needs, and they have begun to be recognized for that in return.
With omni-channel marketing becoming more and more popular amongst businesses, companies need to be aware of what their customers view as an positive user experience. Having a physical store is important for face-to-face communication, but it is also important that businesses stay on top of evolving technology as well. As ecommerce becomes more popular so does the customer’s desire to have a seamless user experience across multiple devices.
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