Talk to a retail marketer nowadays and it’s likely the word “omni-channel” will quickly enter the conversation. Consumers are a moving target, and the goal of omni-channel marketing (OCM) is to reach them when and where they’re active. But, omni-channel strategies have moved beyond marketing. They’re now being used to drive loyalty, unify channels, improve the user experience, and foster operational excellence.
A recent Platt Retail Institute study found that 83% of retailers with over $500 million in sales, and 67% of all retailers are evaluating or adopting an omni-channel approach.
What exactly is omni-channel retailing and why are so many retailers integrating it into their strategy?
Omni-Channel Marketing’s Evolution
It became apparent that customers now buy in many different ways. Some sales come from in-store and others over the phone. A smart marketer decided to connect the two and “cross-channel” marketing was born. As the number of