{"id":11566,"date":"2022-05-31T09:56:16","date_gmt":"2022-05-31T09:56:16","guid":{"rendered":"http:\/\/TheNextWeb=1387655"},"modified":"2022-05-31T09:56:16","modified_gmt":"2022-05-31T09:56:16","slug":"5-omnichannel-trends-to-integrate-into-your-marketing-strategy-in-2022","status":"publish","type":"post","link":"https:\/\/www.londonchiropracter.com\/?p=11566","title":{"rendered":"5 omnichannel trends to integrate into your marketing strategy in 2022"},"content":{"rendered":"\n<p>Omnichannel\u2019s steady march to ubiquity has continued over the past decade. It seems like literally every brand is now omnichannel. Or are they?<\/p>\n<p><figure class=\"post-image post-mediaBleed alignnone\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1387659 js-lazy\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM.png\" alt=\"Line graph showing increase in omnichannel trend\/popularity\" width=\"1286\" height=\"566\" sizes=\"(max-width: 1286px) 100vw, 1286px\" data-srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM.png 1286w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-280x123.png 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-270x119.png 270w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-540x238.png 540w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-796x350.png 796w\"><noscript><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-full wp-image-1387659\" src=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM.png\" alt=\"Line graph showing increase in omnichannel trend\/popularity\" width=\"1286\" height=\"566\" srcset=\"https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM.png 1286w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-280x123.png 280w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-270x119.png 270w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-540x238.png 540w, https:\/\/cdn0.tnwcdn.com\/wp-content\/blogs.dir\/1\/files\/2022\/05\/Screenshot-2022-05-27-at-5.18.22-PM-796x350.png 796w\"><\/noscript><\/figure>\n<\/p>\n<p>According to a <a href=\"https:\/\/www.mckinsey.com\/business-functions\/growth-marketing-and-sales\/our-insights\/the-survival-guide-to-omnichannel-and-the-path-to-value\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">report<\/a> by McKinsey&amp;Company:<\/p>\n<blockquote readability=\"7\">\n<p>We find that retailers are often swayed by new technologies that sound promising, but too often don\u2019t deliver.<\/p>\n<\/blockquote>\n<p>In all the buzz, brands are struggling to be present everywhere, all the time. New platforms and tools are cropping up presenting new opportunities in both the digital and physical <a href=\"https:\/\/thenextweb.com\/topic\/marketing\" target=\"_blank\" rel=\"noopener noreferrer\">marketing<\/a> space.<\/p>\n<p>So where can your brand add the most value in 2022? We listed a few of the most promising trends, and how they can be used to create more engagement for brands.<\/p>\n<h2>Virtual and mixed reality shopping assistance<\/h2>\n<p><strong>Value add:<\/strong> Boosting customer service<\/p>\n<p>Remember shopping by appointment only? It\u2019s here to stay \u2013\u2013 without the masks though.<\/p>\n<p>The big advantage of brick-and-mortar shopping was and is the fact that there\u2019s always someone around to help you out. Shopping clerks know exactly what\u2019s available, and might even be able to give customers some pointers on what might be suitable for them, but what about your virtual shoppers?<\/p>\n<p>A Forrester <a href=\"https:\/\/www.shopify.com\/research\/future-of-commerce\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">study<\/a> commissioned by Shopify showed that 52% of brands are investing in ways to help brand representatives communicate with prospective shoppers in real time, through the media they prefer (e.g. text, chat, social, video), and the channel they\u2019re on.<\/p>\n<p>When you\u2019re cluelessly scrolling through children\u2019s toys before your three-year-old nephew\u2019s birthday, it\u2019s these experts who have access to sales data that can point you in the right direction.<\/p>\n<p>What\u2019s important to keep in mind, of course, is that you need to think of your representatives as a specific brand audience, who require their own marketing programs. They need to be trained on brand purpose, tone, and messaging, so that the consistency and quality of their communication with customers is ensured.<\/p>\n<p>On the flip side, some stores are catering to their IRL shoppers\u2019 digital needs by introducing mixed reality shopping assistance. For example, Dutch supermarket, Albert Heijn, introduced an <a href=\"https:\/\/www.youtube.com\/watch?v=wSFCVOnkAfM\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">AR application<\/a> where shoppers can choose a recipe and have a shopping list automatically created for them. When in the store, the app directs them to where they can find each product and offers information about discounts and special offers.<\/p>\n<p>This means shoppers don\u2019t have to wait for a sales rep to be available, and it also provides the opportunity for direct and personalized selling opportunities through the shoppers\u2019 recipe choices.<\/p>\n<h2>Upgraded social selling<\/h2>\n<p><strong>Value add:<\/strong> Generating more sales on social media<\/p>\n<p>A Statista survey showed that sales made through social media channels are <a href=\"https:\/\/www.statista.com\/statistics\/1251145\/social-commerce-sales-worldwide\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">set to triple by 2025<\/a>. And if there\u2019s any country to follow for the latest trends, it\u2019s China. About half of Chinese internet users already shop on social networks versus about a third of US internet users. More striking is the amount of money they spend. Chinese social shoppers spent over $351 billion in 2021, almost <a href=\"https:\/\/www.emarketer.com\/chart\/247600\/retail-social-commerce-sales-china-vs-us-2021-billions\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">ten times more<\/a> than the paltry $36 billion US social shoppers spent.<\/p>\n<p>It\u2019s time for brands to experiment and think about how they can use some of the new opportunities to their advantage.<\/p>\n<p>Live video in particular appears to be a hot market. In the first half of 2021, it already accounted for a <a href=\"https:\/\/www.statista.com\/statistics\/1277802\/china-live-commerce-share-of-online-physical-goods-retail\/\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">whopping 21% of total physical goods sold online<\/a> in China. And according to the Forrester study,<\/p>\n<blockquote readability=\"6\">\n<p>Eighty-one percent of companies plan to either increase or maintain investment in livestream selling to drive sales over the next 12 months.<\/p>\n<\/blockquote>\n<p>Live videos can be great for product demonstrations, virtual showroom visits, or even on-appointment personal shopping \u2013\u2013 depending on what fits with your brand. Amazon, TikTok, Twitter, Instagram and <a href=\"https:\/\/thenextweb.com\/topic\/facebook\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> already offer tools for live commerce, all you need is the right content to go with the flow.<\/p>\n<p>For example, KiKat hosted a Facebook Live event for its Chocolatory Australia campaign that resulted in a triple increase in online sales. During the event, the audience could directly purchase using the Comment to Message feature, which automatically begins a conversation in Messenger when someone comments on the livestream.<\/p>\n<p>Channel selection is also important; depending on where your target customers are, it might be more efficient to focus on a channel where they\u2019re already present \u2013\u2013 e.g. Discord over Instagram if they skew younger.<\/p>\n<h2>Using push notifications to re-engage<\/h2>\n<p><strong>Value add:<\/strong> Converts one-time shoppers into repeat customers<\/p>\n<p>But it\u2019s not just about attracting new customers. The most important omnichannel strategies will be focused on converting one-time shoppers into long-term customers.<\/p>\n<p>One great way to do this is through push notifications. If brands can entice shoppers to opt-in, they can use this strategy to push their latest news, new products, and personalized discounts directly to shoppers\u2019 devices.<\/p>\n<p>A little prompt with the right message at the right time can work wonders for sales. Follow-ups fit into a wider personalization strategy. By integrating users\u2019 shopping data, companies can deliver well-timed nudges to customers to come back, check out new products, or replenish their previous purchase.<\/p>\n<p>Beware of being too pushy though. As we set out in a previous article, push notification pros, Notix, suggest <a href=\"https:\/\/thenextweb.com\/news\/how-to-use-push-notifications-growth?utm_campaign=DA-AR-ALL-WW-en-text-thenextweb_article2_notix-20220526&amp;utm_medium=text&amp;utm_source=thenextweb\" target=\"_blank\" rel=\"noopener noreferrer\">finding the right balance<\/a>. Take a look at their handy <a href=\"https:\/\/notix.co\/blog#!\/tfeeds\/561013435951\/c\/Explained\/?utm_source=thenextweb&amp;utm_medium=text&amp;utm_campaign=DA-AR-ALL-WW-en-text-thenextweb_article2_notix-20220526\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">blog<\/a> with tips on the best time to send push notifications, how to send triggered push notifications through API integration, and more.<\/p>\n<p>A <a href=\"https:\/\/www.wix.com\/blog\/ecommerce\/2022\/01\/omnichannel-retail\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Wix Ecommerce survey<\/a> found that 58 percent of customers expect follow-up messages post-purchase. A well-timed follow-up can lead to a sense of relationship being built between customer and brand. And if the message is tailored correctly, it\u2019s often rewarded with continued <a href=\"https:\/\/thenextweb.com\/topic\/business\" target=\"_blank\" rel=\"noopener noreferrer\">business<\/a>. The same survey states that 78 percent of customers are willing to make a second purchase if their communication and experience is personalized.<\/p>\n<p>The nice thing about this strategy is that it\u2019s automated, making it easier and less resource intensive to introduce into your growth strategy.<\/p>\n<p>Thanks to services like <a href=\"https:\/\/notix.co\/?utm_source=thenextweb&amp;utm_medium=text&amp;utm_campaign=DA-AR-ALL-WW-en-text-thenextweb_article2_notix-20220526\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Notix<\/a>, integrating push messaging into your website for timely and effective follow-ups is easier and cheaper than ever, with some customers seeing <a href=\"https:\/\/notix.co\/ru\/tpost\/6m423zvs81-from-200k-to-6-million-subscribers-and-3?utm_source=thenextweb&amp;utm_medium=text&amp;utm_campaign=DA-AR-ALL-WW-en-text-thenextweb_article2_notix-20220526\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">double digit increases in conversion and re-engagement<\/a>.<\/p>\n<h2>Offline is the new online, and vice-versa<\/h2>\n<p><strong>Value add:<\/strong> Making the buying experience seamless<\/p>\n<p>\u2018Phygital\u2019 is the hottest buzzword in omnichannel retail in 2022. Even DTC brands that only had an online presence are now opening up brick-and-mortar showrooms for customers to physically experience their products.<\/p>\n<p>What\u2019s clear is that physical and digital spaces are almost as important. The Forrester study found that 54% of surveyed consumers said they\u2019re likely to look at a product online and buy it in a store, while 53% said they\u2019d look at a product in-store and buy it online.<\/p>\n<p>But experience is not the only reason \u2013\u2013 omnichannel is all about convenience. Or as HBR puts it \u201cchannel extensions that address gaps in the customer\u2019s journey should be the real purpose of omnichannel selling.\u201d<\/p>\n<p>Shops offer a location where needs can be instantly gratified, which is an enormous benefit for people who just can\u2019t wait. Buy-online-pick-up-in-store, or BOPIS, blends the best of online shopping with the best of in-store. Moreover, customers that pick up their product in a physical store can be exposed to more products and brand messaging, making future purchases more likely.<\/p>\n<p>\u2018Buy in-store, ship to home\u2019 and \u2018Buy online, return in-store\u2019 are other options that are sprouting up together with the flourishing of physical showrooms, both offering added value and convenience for shoppers.<\/p>\n<h2>Build communities, not third-party data<\/h2>\n<p><strong>Value added:<\/strong> Increasing brand awareness and retention<\/p>\n<p>Access to customer data is based on trust, and trust can be created by a sense of community. With third-party cookies being restricted, omnichannel retailers have to find ways to generate first-party data \u2013\u2013 data that is given voluntarily to the retailer itself.<\/p>\n<p>Communities enable this. Investing in a strong community building team that leverages appropriate channels for a brand\u2019s personality can lead to increased customer retention and brand awareness. Examples can be chat rooms, in-person, or online experiences, and even on the blockchain.<\/p>\n<p>One company that stands out in creating a <a href=\"https:\/\/hashtagpaid.com\/banknotes\/the-peloton-community-building-playbook\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">tight-knit community<\/a> is Peloton, a company best known for its exercise bikes and accompanying workout videos and classes. Thanks to a combination of approachability, rituals, gamification, encouragement, and yes, push notifications, the company managed to maintain a 95% retention rate.<\/p>\n<p>Unfortunately, communities take commitment and time to form. But if a brand has a clear purpose and well-defined metrics of success, a community can deliver a sense of ownership, exclusivity, and identity to customers \u2013\u2013 who in turn will be more likely to share data, and moreover, will have an incentive to keep coming back for more.<\/p>\n<p>Omnichannel might be a fleeting buzzword, but developing a strategy in which brands engage their audiences and customers in all the places that make sense is smart in the long-term.<\/p>\n<p> <a href=\"https:\/\/thenextweb.com\/news\/5-omnichannel-trends-integrate-into-marketing-strategy-2022\">Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Omnichannel\u2019s steady march to ubiquity has continued over the past decade. It seems like literally every brand is now omnichannel. Or are they? According to a report by McKinsey&amp;Company: We find that&#8230;<\/p>\n","protected":false},"author":1,"featured_media":11567,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/11566"}],"collection":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11566"}],"version-history":[{"count":0,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/posts\/11566\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=\/wp\/v2\/media\/11567"}],"wp:attachment":[{"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11566"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11566"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.londonchiropracter.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11566"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}