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The World’s Top Brands Redefine Omni-channel Marketing with Staggering Results

Writer's picture: NewsroomNewsroom

In today’s rapidly evolving marketplace, leading brands are transcending traditional omni-channel marketing strategies, with a focus on creating more immersive and personalised customer experiences.

Top Brands Redefine Omni-channel Marketing
Top retailers are investing heavily in both online and in-store experiences in response to changing customer preferences.

By consistently integrating newly emerging technologies, some of the top B2C, DTC and B2B players are enhancing customer engagement, boosting conversion rates, and driving sales via tools and touch-points well beyond the now traditional social media ads, emails, instant messaging, and mobile push notifications.

Beyond Traditional Touch-points

Omni-channel marketing today encompasses a variety of innovative approaches.

Brands are now leveraging AI to analyse vast amounts of consumer data, enabling real-time personalisation and improved customer interactions.

As AI-powered chatbots seamlessly mimic human interactions, coupled with personalised product recommendations, brands are now able to cater to individual shopping preferences like never before. 

Top retailers have largely shifted their focus to creating unique online and in-store experiences, blending physical and digital touch-points to good effect. While online shopping has propelled marketing tech to new heights, in-store shopping experiences are also being redefined for brand consistency.

From interactive displays and augmented reality (AR) features, to tech-enabled associates providing personalised assistance, the customer journey has today been re-engineered for optimal conversion and retention. 


Lifestyle brands have also been notably extending their reach through the integration of hospitality elements, such as branded cafés and hotels, offering consumers a more immersive connection with the brands' lifestyles and values. 

Recent data suggest that companies with robust omni-channel customer engagement strategies command the highest retention rates, with an average of 89% of their customers, as compared to 33% for those with weak omni-channel strategies. 

Omni-channel strategies have been shown to increase purchase rates by as much as 287%, highlighting the significant impact of a cohesive and integrated customer experience. In-store, these strategies can drive as much as an 80% higher rate of incremental store visits, demonstrating the synergy between online and offline channels.

It is therefore no surprise that industry leaders are emphasising the central role of personalisation in contemporary marketing strategies.

According to Sara Richter, Chief Marketing Officer at Emarsys, "Personalisation is no longer a luxury; it’s a necessity."

Alluding to the central role of digital tech in marketing strategy, Richter further stated, "Brands must leverage data and AI to create tailored experiences that resonate with individual consumers." 

While AI-powered marketing tools and strategies are widely accepted as standard, some industry leaders are encouraging a more balanced approach.

According to Reyes Justribó, Director General of IAB Spain, "Artificial intelligence allows for real-time analysis of large volumes of data, enabling more effective and personalised marketing strategies. However, it cannot replace human creativity and strategic vision." 

As digital tech and omni-channel marketing continues to evolve, seamless, personalized shopping experiences are quickly becoming more standard than novelty. Brands that successfully integrate AI, immersive in-store experiences, and lifestyle elements into their strategies will be well-positioned to meet evolving consumer expectations and drive sustained growth.



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