What does excellent omnichannel marketing strategy mean exactly?
Omnichannel marketing has been a huge topic for many years now. Think about a world that enables you to combine different marketing activities. Like online display, social media, SEO, email, print, TV or out-of-home, while being able to analyze the real impact of all your activities on e-commerce, offline shopping as well as phone and mail ordering - now you are getting close to what a marketer would call an ideal world. However, Omnichannel is quite complex.
Having an excellent strategy does not only mean you plan these activities properly and well-coordinated; you also need to make sure your infrastructure — the way online and offline shopping systems are set up — enables you to work with all the relevant data.
We see a heavy momentum in Omnichannel activities driven by the current Covid-19 situation. Many users turn to online-shopping due to brick-and-mortar stores being closed or having restricted access, which pushes click-to-collect orders and other omnichannel measures to a new level. It's critical for retailers to not only look at how to compensate offline purchases now online, but to create an omnichannel experience that enables them to serve the wishes of their customers also in the long-term.