How to implement an omnichannel strategy?

First of all, let’s define what omnichannel is about. It involves using all your available channels – digital, print, physical – to create one unified experience for your customer, no matter how, when or where they interact with your brand, and across all stages of the customer journey.

It is a strategy in which companies still distinguish between channels, but in which the customer does not notice this distinction. The information that can be found on the website connects perfectly with the store and mobile app. The house style is the same everywhere and the channels complement each other. The goal is to provide an optimal customer experience regardless of the channel used.

It’s important to remember that building a successful omnichannel strategy is specific to each company, and there is no ‘one-size-fits-all’ approach. Here are the three first steps to building your omnichannel strategy:

• Understand your customers
• Prioritise the channels your customers are using
• Identify touchpoints and potential handoffs by mapping the customer journey

For a more in-depth look at each of these steps, read our article on how to develop an omnichannel strategy.

Now that you’ve set up your omnichannel strategy, it’s time to start implementing it. Here are 5 steps to successfully implement your strategy:

Establish goals

Why do you want to start implementing an omnichannel strategy? Make these goals SMART (specific, measurable, attainable, realistic and timely) so you can always see how far you are from reaching the goal.

Know your customer

Omnichannel retail only really works if you know who to target. Find out who your target group is and where they are located most of the time. This way you make it customer-oriented and personal.

Map out the Customer Journey

Now that you know who your potential customers are, it is important to map out the customer journey. What route do consumers take before they buy something in your store? And which channels do they use to do so?

Set up and implement channels

Determine which channels you want to implement and set them up in such a way that they appeal to the target group.

Optimize and develop

Now that everything is running smoothly, it is important to keep measuring the results and to keep developing. You have to keep up with the market and make sure you stay up-to-date.

This article was written by Justien Thomas, an enthusiastic Marketing Consultant at 4P square. She is interested in e-commerce, email marketing, brand management, communication, … Justien is autonomous, ambitious, eager-to-learn and a responsible go-getter who is not afraid to take on a new challenge. She loves to help companies reaching their marketing goals.

Want to know more about Justien? Feel free to start a conversation with her on LinkedIn.