The days of strolling into a brick & mortar and simply making a purchase are long gone. These days the average consumer may engage with a company in a physical store, an online website, a mobile app, a catalog or through social media.

Many businesses use a multi-channel marketing approach but few are using an omni-channel approach. Omni-channel marketing provides a consistent uninterrupted brand experience that views the sales experience through the eyes of the customer. To simplify, omni-channel marketing is multi-channel marketing done really, really well.

Want to get a leg up on your competition? Here are five characteristics of an omni-channel marketing approach.

1. Walk in your customer’s shoes.

Approach your business as your customer would. Research and purchase your products as if you were your own shopper. Are there any gaps in the experience? One example of a business doing a really great job at omni-channel marketing is Starbucks. Starbucks offers customers an app with the ability to reload money to the card while waiting in line! Any change to the card updates across all channels immediately. Forgot your wallet back at the office? Don’t miss that Boston marketing meeting-pay for that midday cold brew with your phone!

2. Forget the old-school sales calls.

Swanky sales tactics and sales funnels will just bog your business down. Treat people like real people and personalize their experience with your brand using data. Data analysis is vital to a strong omni-channel marketing strategy. Use your data to fine tune and hone in on how your customers are shopping and interacting with your company.

3. Content is still king in the marketing world!

If a customer has added something to their cart but has yet to purchase, use that to write content for your email marketing. Incentivizing the customer to go ahead and complete the sale through couponing, for example, will lead to overall sales growth and happier customers. 

4. Listen and respond on different channels.

Whether it be email, social media, video chat, text messaging, or a simple voice call, how does your customer want to be contacted. Now, more than ever, consumers take a multi device path to purchase and there are many ways to reach them. Omni-channel marketing views the customer holistically. Disney is often held up as an example of excellent omni-channel marketing. Once a Disney vacation is booked, the consumer has access to the “My Disney Experience” tool to plan the trip. Travelers receive bracelets in the mail with the ability to enter their hotel room, secure theme park tickets, book dining reservations and more. Disney provides a seamless experience for their guests from the moment they begin researching the trip that continues even after they’ve returned home.

5. Don’t limit data to marketing only.

Share the information you’ve learned from data analysis across all channels of folks who have an impact on your customer’s experience. Customer service and IT are great examples of positions who could influence your customer’s brand experience.   

Personalized engagement with your brand is where omni-channel marketing hits the mark. In this form of marketing, the buyer truly controls the process and the company meets them where they are.  Are you in the midst of your job search and count omni channel marketing as one of your strengths? Are you content in your career but open to job recruitment? Shaw Search Partners may have opportunities for you.