Download The integration of marketing channels to varying degrees is known

The integration of marketing channels to varying degrees is known
either as multi-channel or omni-channel retailing.
LEARNING OBJECTIVE [ edit ]
Describe omni-channel marketing as it relates to the retail industry
KEY POINTS [ edit ]
Omni-channel retailing is concentrated on a seamless approach to the consumer experience
through all available shopping channels, like mobile internet devices, computers, bricks-andmortar, television, catalog, and so on.
The omni-channel consumer wants to use all channels simultaneously, and retailers using an
omni-channel approach will track customers across all channels, not just one or two.
With omni-channel retailing, marketing is made more efficient with offers that are relative to a
specific consumer determined by purchase patterns, social network affinities, website visits,
loyalty programs, and other data mining techniques.
A consistent and convenient brand exposure from an omni-channel retailer will create better top
of mind awareness from consumers.
TERMS [ edit ]
retailing
selling goods directly to the consumer
e-commerce
Commercial activity conducted via the Internet.
Give us feedback on this content: FULL TEXT [edit ]
ChannelIntegration
The integration
of marketing channels involves
a process known as multichannel retailing. Multi-channel retailing
is the merging of retail operations in such
a manner that enables the transacting of a
customer via many connected channels.
Channels include: retail stores, online
stores, mobile stores, mobile app stores,
telephone sales, and any other method of
transacting with a customer. Multi-
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channel retailing is said to be dictated by systems and processes, when in fact it is the
customer that dictates the route they take to transact. Systems and processes within retail
simply facilitate the customer journey to transact and be served. The pioneers of multichannel retail built their businesses from a customer centric perspective and served the
customer via many channels long before the term multi-channel was used.
Omni-channel retailing is very similar to, and an evolution of, multi-channel retailing. Omnichannel retailing is concentrated more on a seamless approach to the consumer experience
through all available shopping channels like mobile internet devices, computers, bricks-andmortar, television, catalog, and so on. The omni-channel consumer wants to use all channels
simultaneously and retailers using an omni-channel approach will track customers across all
channels, not just one or two. Omni-channel retailing with the connected consumer uses all
shopping channels from the same database of products, prices,promotions, etc. Instead of
perceiving a variety of touch-points as part of the same brand, omni-channel retailers let
consumers experience the brand, not a channel within a brand. Merchandise and promotions
are not channel specific, but rather consistent across all retail channels. The brick-andmortar stores become an extension of the supply chain in which purchases may be made in
the store, but are researched through other channels of communication. With omni-channel
retailing, marketing is made more efficient with offers that are relative to a specific consumer
determined by purchase patterns, social network affinities, website visits, loyalty programs,
and otherdata mining techniques.
Omni-Channel Retailing
Omni­channel retailing requires constant integration across all marketing channels.
A move to omni-channel retailing can create a more knowledgeable consumer, so store
employees need to be more knowledgeable about merchandise carried and production
processes. Omni-channel retailers carry merchandise that is customer-centric and is not
specific to any channel(s). Research has shown that omni-channel shoppers spend up to 15%
to 30% more than multi-channel shoppers and exhibit strong brand loyalty, often influencing
others to patronize a brand. Real-time data may be necessary when moving towards an omnichannel approach. As socially connected consumers move from one channel to another, they
expect their stopping point to be bookmarked, allowing them to return through a different
channel to finish browsing or purchasing where they left off. A consistent and convenient
brand exposure from an omni-channel retailer will create better top of mind awareness from
consumers.
Preparing for an omni-channel presence will require a heavy investment of both time and
money. Communications between the IT department, marketing department, and sales staff
will need to be as smooth as possible with little confusion about goals and strategies. A clear
and thorough understanding of the customer, or target market, is required to be able to make
appropriate decisions about channel integration and usability. Because brick-and-mortar
sales influenced by online search are four times higher than total e-commerce sales, omnichannel retailers need to be informative, personable, always connected, and allow channel
transparency.