3 brands that successfully implemented omnichannel marketing

Learn how 3 major brands differentiate their loyalty programs to deliver a better customer experience

Whether shopping online, in-store, or a mix of both, consumers today expect the convenience of a seamless, omnichannel buyer experience. With the advent of AI, customers expect even more speed, hyper-personalization, and proactiveness from brands — presenting a challenge for customer experience leaders. A Zendesk study found that 62% of CX leaders feel they are behind in providing more instant experiences customers expect. That’s why omnichannel marketing is as crucial as ever for brands to keep up with competitors in the AI era.  

What is omnichannel marketing?

The goal of omnichannel marketing is to provide a consistent, seamlessly integrated brand experience at every customer touchpoint, on any device, both digital and physical. Rather than a multichannel marketing strategy in which companies push out campaigns through various channels, with omnichannel, all of the branding, messaging, and real-time purchasing opportunities are integrated into one seamless story. Engagement channels can include anything from TV commercials and email campaigns to SEO and social influencer targeting.

The first step to achieving omnichannel success is to maintain the quality of your user experiences across all of your channels. This means developing websites that have mobile sales functionality and removing silos between departments, such as customer service and supply chain management.

The reason why so many companies are interested in omnichannel marketing is that it helps to improve the consumer experience. And if there’s anything a business owner needs to remember, it’s that positive customer experiences are extremely valuable. In fact, a recent Entrepreneur article notes that 86% of buyers are willing to pay more for a great customer experience. Companies can also find value in gathering comprehensive data and insights across the customer journey.

What effective omnichannel integration looks like

The best way to improve your marketing is to learn from the best. Here are three retailers leading some of the most effective omnichannel marketing strategies on the market today. These brands have created ways of infiltrating branded moments in nearly every touchpoint of their customer’s journey.

Starbucks

The Starbucks Rewards app is the pinnacle of omnichannel experiences. It eliminates several pain points — app users can find stores near them, they no longer need to wait in line, and they can order and pay ahead. The app makes personalized recommendations based on local store inventory, weather, and previous orders, for example. And customers can easily add money to their Starbucks account and access loyalty discounts over time, such as free food and beverages.

Companion apps can often be the make-or-break point for omnichannel campaigns. If you succeed, you’re golden; and if you fail, you’re in trouble. If your marketing strategy includes a rewards program, you have to master the balance between functionality and value. If your app doesn’t provide value for the consumer, they won’t use it.

Disney

From the moment you start planning your trip to Disney, you are part of an omnichannel marketing strategy that is designed to maximize your enjoyment and your spending. The My Disney Experience tool allows customers to plan their trip from start to finish, and once they’re in the theme park they can use the app to locate attractions and dining, see estimated wait times, reserve express passes, make purchases, and more. Disney has taken their omnichannel approach a step further with the MagicBand tool, a wristband that acts as a hotel room key and can be used to make purchases.

Sephora

What makes Sephora’s omnichannel strategy so excellent is that the beauty brand connects its shoppers’ online purchases to their in-store visits. Sephora’s Beauty Insiders loyalty program leverages data from its 31 million-plus members to better understand customer trends. The Sephora app offers live chat support and personalized recommendations. This level of connectivity creates an interwoven consumer experience that is unmatched by competitors. Extra perks such as makeup tutorials, in-store makeovers, and personalized freebies keep customers wanting more.

Omnichannel marketing requires a well-thought-out plan that synergizes with all of your platforms. To effectively create a unified consumer experience like this requires time and expertise. While an omnichannel strategy may seem overwhelming to execute, fortunately, Modus is here to help. Our team of industry experts specializes in integrating omnichannel marketing campaigns. For all of your digital marketing and customer experience needs, reach out to Modus.