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With omni-channel to the perfect shopping experience

Omni-channel marketing is a must these days

Whether online, stationary, in the catalog or via teleshopping - today customers can find the goods they want in many ways. In this context, marketing often speaks of multi-, cross- or omni-channel. In this article, we will tell you how the concepts differ and why omni-channel commerce is the future.

Omni-channel, multi-channel, cross-channel - what's the difference?

Multi-channel stands for sales through several channels. This concept does not provide for any linking of the individual channels.

In cross-channel, the sales channels intersect. The customer can use different channels for the same offer.

Omni-channel or omni-channel retailing is the further development of the multi- and cross-channel approach. Cross-channel strategies are also required here. The aim of omni-channel marketing is to give the customer the freedom to use the channel that is currently best for them. Ideally, the customer can access the entire range via every channel.

Omni-Channel - advantages and requirements

Omni-channel offers a lot of potential for retail. Marketing and advertising are implemented across channels and customers are picked up exactly where they are. Consumers benefit from a pleasant and convenient shopping experience and thank them with loyalty, satisfaction and repeat purchases.

For a successful omni-channel strategy, interactions with customers must be recorded and analyzed. A good database with the help of cross-device tracking is a basic requirement for this. With omni-channel, you can track the customer journey of your customers. You will find out in which situation your customers use a certain channel and in this way you can provide them with targeted information.

Tips: You should consider this in your omni-channel strategy

Today, many paths lead to the desired product. These should be designed to be as user-friendly as possible and enable a consistent brand experience. The recipe for success is: omni-channel strategy. Consider the following tips when planning and implementing your strategy:

  • Customers often switch channels. For a seamless transition and a consistent shopping experience, all channels should look and feel (nearly) identical.
  • If an analysis of your customer data shows that most customers shop mobile, this is where you should focus.
  • Give your customers the opportunity to order online and pick up the goods in store.
  • Ensure consistent communication both online and offline.
  • Stay flexible. Your customer's preferences can change quickly. React quickly and adapt your omni-channel strategy accordingly.

Sitewerk would be happy to support you in implementing your omni-channel concepts with an individual digital strategy.