Most professionals can recollect an event or conference where a keynote speaker presented some new and dynamic industry challenge, alongside the buzzword that defines it. Oft-overused terms, they are frequently misused, misinterpreted or misunderstood. For retailers, one of those such words is ‘omnichannel marketing’.
Forrester’s Adam Silverman said it best “Omnichannel is the hottest topic, but it means different things to different people.”
For digital marketers working in the retail industry, they have a huge responsibility to build digital marketing programs that complete the overall marketing strategy. The growing complexity of digital marketing is making it more challenging to provide this consistent omnichannel customer experience, from online to offline, across all channels and at each interaction with the retailer.
Bill Davis, of MB&G Consulting, defines omnichannel in an easy to understand and concise manner; ‘In omnichannel retailing, a customer can use more than one sales channel to shop from a retailer for any given transaction. They can buy online and pick up in-store for example, or use mobile in-store to research or make a purchase, or they can buy in-store and initiate a return online.’
For a retailer to succeed and acquire a complete view of a consumers’ entire path to purchase, pursuing partnerships with industry experts and specialists is a great starting point.
Partners, vendors and agencies can help piece together the puzzle that makes up the customer omnichannel experience. Big data, analytics, search engine optimization and a seamless mobile experience, these are just some of the challenges that are all too real for a digital marketer in today’s ‘omnichannel’ world.
Recently, we presented a case study to explore the advantages of partnerships and how they can help realize campaign success. Alongside Kenshoo, a search marketing partner, we delved into the challenges, opportunities and successes of Staples Canada with their search marketing campaigns. We invite you to check out the live presentation or presentation deck.
Working together, we can break down challenges, and buzzwords, into actionable initiatives.