5 questions about omnichannel marketing in Magento 2

According to Omnisend’s research of 2 billion omnichannel campaigns, companies that use 3+ channels retain 90% more shoppers and have 250% more conversions. And customers who had omnichannel experience spent 13% more compared to those who experienced just one channel. So it’s clear why marketers prioritize omnichannel digital marketing in their strategy.

Let’s dive deeper into the topic and see how you can create your strategy and use it to improve revenue.

#1. What is omnichannel digital marketing?

In a nutshell, omnichannel digital marketing is an approach to customer care and customer data that allows you to provide clients with a seamless shopping experience on each step of the marketing funnel regardless of whether they use one or more channels to communicate with a brand.

The easiest example of omnichannel marketing is retargeting ads. The user that visited a particular product page or abandoned products in the cart will see an ad for these items in other channels, like social media.

#2. How to build an omnichannel marketing strategy?

Creating an omnichannel marketing strategy includes 4 main steps:

1. Analysis of the main channels where customers interact with your brand
2. Creating and implementation of a customer data system
3. Providing customer support using a new system
4. Testing and analysis of the first result, adjusting according to the received data

Check out more details on every step in our medium article → 

From all these steps, the second one is usually the most challenging because it requires deep research of different technical solutions and platforms that will allow you to implement the omnichannel approach. 

#3. How to choose an omnichannel marketing platform?

Of course, the final choice of the omnichannel marketing platform or combination of platforms will depend on your unique business needs, but here are some main aspects you need to pay attention to.

1. Smooth user experience and various engagement opportunities. Make sure that the platform supports all the needed channels and provides you with several types of messaging. Thus you can make your communication with customers more personalized.
2. Assesses to analytics. Depending on your goals, you can look for not only basic information about your customers but also more advanced tools like A/B testing, segmentation, behavior analysis.
3. Security. While working with customer data, it’s extremely important to use tools that meet the requirements of the latest security standards. Any leaks of sensitive information will cause reputation problems.
4. Scalability. Finally, the platform you choose should be flexible enough to grow together with your business.

#4. Is Magento 2 suitable for omnichannel marketing?

Magento 2 is one of the best solutions for omnichannel marketing in e-commerce. Thanks to the open-source code, it is highly customizable and can be integrated with any platform that supports API integration. To get detailed statistical data, you can either connect Magento with Google Analytics or the ERP system of your choice or install a 3rd-party extension to have all the information in one place.

Also, Magento 2 allows you to build a mobile app or PWA solution for mobile users and integrate with POS to get data about offline buyers.

#5. How to automate omnichannel marketing?

The most common solution to automate the omnichannel marketing process is using ready-made software or developing your custom solution. Both options have their pros and cons.

Using a 3rd-party platform for your marketing strategy is an easy way to start. But when your business grows and some special needs appear, not every ready-made solution will be able to satisfy them.

Developing your own custom project will give your more flexibility, but it also will require having experienced in-house developers or hiring a team. If you work on Magento 2, we can help you and bring your ideas to life. 

Check out our custom development service → 

Omnichannel marketing examples

In the end, let’s consider several examples of omnichannel marketing to give you some ideas and inspiration for developing your strategy.

1. Disney

Disney offers multiple touchpoints for their clients: stores, parks, website, video streaming service, etc. Say you decided to go on a trip to Disneyland. You’ll start on their website, where you can book a trip from any device. Then you can use the special tool My Disney Experience to plan your adventure: from where you'll have lunch to getting your Fast Pass. Moreover, after you arrive at the park, you can use the mobile app to see the locations of the attractions and wait time for each of them.

2. Starbucks

The Starbucks rewards app allows customers not only to track their current amount of rewards and use them in stores as well as also to check locations of the coffee shops, pre-order drinks, use special offers, and more. Any change to the Starbucks card or your profile is synchronized in all channels, in real-time.

3. Timberland

Timberland uses NFC technology aside from accepting payments via Apple Pay and Android Pay but also to help users navigate in the offline stores. They give shoppers tablets that can be brought up to special chips. Thus, customers can get detailed product information without asking for help. As shoppers continue to investigate different items, the software on the tablet will suggest other products based on their browsing history.

4. Apple

If you are an Apple evangelist and actively use their products, then you know for sure that Apple takes the omnichannel experience to the next level. All their devices are connected in a unified ecosystem using your iCloud account. You can find all your messages, photos, and other information on any device. You don’t need to spend hours setting up a new iPhone if you already have one. All your data can be transferred to a new device in a couple of clicks and takes a few minutes.