If you know anything about omni channel marketing, then you’ll know just how beneficial it can be to a business. This is an approach that ultimately leads to a unified experience for your customer in a time when the ways in which a person interacts with your company have become so varied. In some cases, a customer can interact with a business in-person, when they’re on the bus, or when they’re at home. Without a guiding hand, those different types of experiences could be vastly different. Yet, they’re all with the same business. The goal of creating an omni channel marketing strategy is to eliminate this variance. Instead, the experience should be more or less the same no matter the type of interaction a person is having with your company.
In this blog, we’re going to take a look at some of the best omni channel marketing examples. All of these come from large, multinational companies, but no matter the size of your business, there’ll be something to be learned from these examples.
The greater the number of products, services, and experiences you offer a customer, the more difficult it becomes to get things right. Yet getting things right is just what Disney has done. If you’ve ever used their products, then you’ll probably already understand just how unified the experience is; it’s not radically different no matter how you’re consuming them.
The true strength of their omni channel marketing strategy is evident in their travel products. Booking to go to Disneyland (or other parks) is the same whether you’re visiting the site via a computer or a smartphone — and given the amount of detail that’s required to fill in when you’re booking this type of trip, that’s pretty impressive. But it’s not as if the experience just ends there: it carries through to the trip itself. You can use the website to plan every detail of your trip before you arrive; when you’re there, you can use Disney’s app to improve your experience, such as by finding your way to rides and seeing how long the current wait time is.
How do people interact with Glade, the company that produces scents for the home? They put their products in their house and experience them every time they walk into the room where they’re placed. But this ‘lovely’ experience doesn’t begin when the product has been bought. It begins beforehand. On their website, you’ll find text and images that put you into a positive frame of mind, just like their products. And when it comes to their marketing, Glade takes things even further: in the past, they’ve created pop-up shops that allowed visitors to experience a sensory wonderland, with, of course, their products as the stars of the show.
Bank of America
Omni channel marketing can be thought of as taking a dynamic approach to the experience of the company’s customers. The experience should be seamless, and similar no matter where they’re coming from. A great example of this type of approach comes from Bank of America. They’ve made it so that you can do everything in person, on your smartphone, or on your desktop — and the process is more or less the same in all different mediums. This creates an excellent experience for customers because it makes the use of their products intuitive; if you’ve used them on one platform, you can use them on any.
REI gets more or less everything they do right; they’re the masters at creating a valuable experience for their customers. The integration between their website, app, and in-store experience is one of the best that you’ll see, purely because they’re in-sync. A customer can see if the item they’re looking for is available in-store in real-time. This highlights the importance of integration between different departments: REI’s approach only works if there’s communication between the store and the app, for example. Strong internal communication is ultimately great for customers.
Hopefully, by taking a look at the examples above, you’ve come up with some ideas for some of your own omni channel marketing b2b tactics and techniques. While how you do things will be different, in the end, it’s all about remembering the elemental truth when it comes to this type of marketing: it’s all about the user experience. It puts them at the center, so that they have a fluid interaction with your business no matter where they’re coming from. Some companies make customers adapt to the company’s will; omni channel is different.