According to Frost & Sullivan, omnichannel is defined as “seamless and effortless, high-quality customer experiences that occur within and between contact channels”.

Harvard Business Review, along with a major US retail company, conducted a 14-month study to understand the shopping behavior of customers. They interviewed 46,000 shoppers and found the following:

•7% of the customers were only-online shoppers

•20% of them were store-only shoppers

•A whopping 73% of them used Multiple Channels throughout their shopping journey

The study further revealed that the more channels the customers used, the more valuable they proved to be to the retailers. For example, the study found that the customers who used more than 4+ channels spent 9% more in the store than the ones who used a single channel.

The writing was clear on the wall – omnichannel customer experience was no longer an option. The retailers had to rethink their customer journeys and find new ways to acquire, engage, and retain customers through positive experiences across multiple touchpoints.

With new marketing channels emerging, it’s time retailers shift their focus from traditional marketing to omnichannel Marketing Strategy.

source : moengage.com & google