Key solutions in the omnichannel world

Elina Saarenmaa

Omnichannel marketing strategies

Data is the lifeblood for marketers. Retailers need quantitative information to tell who’s buying what, when, why, and what messaging is the most effective for them. The smartest brands and companies will turn good quality data into intelligent, actionable consumer insights and business strategies. 

Retailers want to know and engage with their customers who can be reached in many different channels nowadays. With the consumer shift towards mobile being particularly prominent, it is something that marketers need to act on in order to increase sales in a competitive landscape. 

The helpful strategy for reaching the modern consumers is omnichannel marketing, i.e. a cross-channel business model that companies use to increase customer experience. In today’s digital landscape, customers value the ability to be in constant contact with a company through multiple avenues at the same time. So let’s take a peek at what omnichannel marketing is all about.

What’s the difference between omnichannel vs. multichannel?

Omnichannel retailing is an expansion of multichannel retailing. The major change between two theories is the level of integration: where the multichannel seems to be often identified as a non-integrated way to approach customers, the omnichannel requires consistent and absolute integration.

As we previously mentioned in our blog, a widely accepted definition of omnichannel is that you have multiple channels which are all connected – whereas multichannel is just multiple channels but the content, timing and audiences may differ between the channels. A good example of the latter is when the web and physical retail stores work separately. In omnichannel, the channels not only have the aligned brand image, style and content but are also aware of the engagements taking place in the other channels and are capable of offering a seamless customer experience as consumers move forward in their purchase path, hopping on and off between channels.

Omnichannel shopping

What are the keys to omnichannel marketing?  

The omnichannel concept is not only extending the range of channels, it is also incorporating the need for communications and interactions between customer, brand and retailer. To sum up, the assets in successful omnichannel marketing are:  

1) Provide seamless experience

In the omnichannel world, the display advertising, in-store ads, social media, referral websites, e-mail and mobile marketing can be considered as independent channels, that can all promote one-way or two-way communication. Retailers should find ways to integrate the online and offline channels and evade segregated campaigns. Therefore, no matter how the shoppers swap across channels and devices, the use of various channels and touchpoints can be consistent, simultaneous and compatible.
2) Analyse and understand customer behaviours

Retailers need to understand their customers’ behaviour when adapting the omnichannel concept. They need to acknowledge the elements that might drive the customers to make a purchase decision – and especially customers’ paths to purchase: when they arrive at the store, how much time they are spending inside the store, where they go first and when they are coming back for more. To serve your customers better, you’ll need to know your consumers’ preferences and their lifestyle. Furthermore, based on the customer behaviour, you can provide targeted incentives through digital and mobile promotions. That can be an essential strategy to form a long-term and loyal customer relationship.  
All that multi- and omnichannel jungle can feel overwhelming. Anyhow, the most important thing when it comes to your marketing strategies is to acknowledge the right channels for your business. For example, have a look at this case study to see what kind in-store personalisation we’ve done with Walkbase to increase customer loyalty. There are a lot of opportunities out there, and with detailed behavioural analytics you’ll surely find out the right channels for you! 



Walkbase provides a retail analytics solution for improving the impact of marketing on physical stores and personalising in-store shopping experience.