The Definitive Guide To Omnichannel Customer Engagement

Today’s businesses must engage customers across multiple channels and deliver seamless and personalized experiences at every touchpoint. 

Enter the rise of omnichannel marketing.

Major brands in retail and CPG, such as Walmart, Target, Coca-Cola, and Unilever use this approach to build stronger relationships with consumers and drive sales.

Recent studies have shown that 73% of retail shoppers now interact with multiple channels, and purchase frequency is 250% higher on omnichannel platforms compared to single-channel experiences. These findings highlight the critical role of an omnichannel customer engagement strategy. 

By engaging customers where they are, businesses can deliver a smooth and consistent shopping experience that enhances convenience and satisfaction. A well-integrated omnichannel strategy ensures that every touchpoint feels connected–whether it’s a website, email offer, or physical store visit.

What is Omnichannel Customer Engagement?

Omnichannel customer engagement is a comprehensive approach that ensures customer experience is seamless and integrated across multiple channels and touchpoints. This is done through consistent messaging using a high level of personalization and unified experiences. 

From social media and mobile apps to email and in-store visits, today’s consumers expect every interaction to feel connected and reflect their preferences and behaviors.

Rather than treating each channel as a separate entity, this approach creates a unified, data-driven journey.

Imagine a customer who is shopping for new camping gear. He begins by browsing a well-known outdoor adventure website, where he receives personalized recommendations based on his browsing history. 

The customer notices an exclusive offer available through the brand’s mobile app, which he downloads, instantly pulling up his saved preferences. Later, he receives an email with a further discount and a map to the nearest store if he uses the Buy Online, Pick up In-Store (BOPIS) option. Upon arrival at the store, the staff greets him by name, referencing the camping products he purchased through the app. 

This example illustrates how the brand leverages omnichannel customer engagement, providing a personalized and connected experience across multiple touchpoints–from the website to the mobile app, email, and in-store experience.

Three Reasons Why Omnichannel Customer Engagement is Important

Enhanced Customer Experience

An omnichannel approach ensures customers can transition effortlessly between channels without encountering inconsistent messaging and experiences. This elevates the overall customer experience resulting in higher conversion rates and building brand loyalty. 

Increased Revenue

Companies that implement omnichannel customer engagement strategies see a 9.5% increase in annual revenue growth, according to recent studies. This comes as a result of better customer retention and higher average order value. In fact, Zara, a global fast fashion retail brand, saw a 74% increase in online sales after adopting an omnichannel approach.

Comprehensive Customer Insights

An omnichannel customer engagement approach allows businesses to gather data from various touchpoints, providing a more in-depth view of customers’ buying habits. By initiating shopping behavior analysis, companies can develop more effective marketing strategies and product offerings tailored to customer needs.

Which Businesses Benefit Most from Omnichannel Customer Engagement?

While all businesses can gain from an omnichannel customer engagement strategy, certain sectors can benefit from it the most:

Retail

Retailers can offer a unified shopping experience, allowing customers to browse online and purchase in-store, or vice versa, improving customer convenience and satisfaction. This results in repeat purchases and higher AOV. 

Consumer Packaged Goods (CPG)

CPG brands can engage consumers through personalized mobile journeys, driving both online and in-store sales. Consumer engagement platforms such as GENESISX are the trusted consumer engagement platforms for some of the world’s biggest CPG brands, such as Nestlé and Mondelēz. Impossible, a company making plant-based meat alternatives, partnered with GENESISX to increase the product velocity of one of their new products. Using mobile journeys and geo-targeting, the campaign was a success, resulting in a sales lift of 22%. 

Financial Services

Banks and financial institutions can provide consistent services across online platforms, mobile apps, ATMs, phone support, and physical branches, improving customer trust and retention. The key is to ensure customers enjoy a smooth experience as they engage with the bank using different platforms. For example, a customer can start applying for a loan online, receive personalized follow-ups via email, and complete the process at a local branch.

Elements of Omnichannel Customer Engagement

An effective omnichannel customer engagement strategy relies on these elements:

Consistent Messaging

One of the most important elements of an omnichannel customer engagement strategy is consistent messaging. Businesses need to ensure they maintain a cohesive voice and tone across all channels. 

Personalization

Leverage customer data to tailor messaging, products, and experiences. Domino’s Pizza, for example, personalizes the messaging on their push notifications based on customers’ order history, improving the customer experience through relevant and timely offers. They even launched their Zero Click Ordering App, which used customer data to place orders as soon as the app was opened–without any click required. The customer, of course, had the option to cancel it within 10 seconds. 

Integrated Technology

To bring all these elements together, businesses need to have the technology stack to collect customer data, develop insights, and create the messaging and experiences necessary to engage customers across different channels. Here are some of the tools you should consider:

Customer Relationship Management (CRM) Systems

This is where you centralize customer data to get a unified view of interactions across all channels.

Marketing Automation Platforms

Automating and personalizing your marketing efforts is easier with marketing automation tools. It handles repetitive tasks and personalized messaging so you can effectively nurture and engage customers in multiple channels. 

Analytics Tools

Most CRMs and marketing automation platforms have native analytics tools you can leverage for your omnichannel customer engagement strategy. However, if you want a clear advantage, there are customer engagement platforms that excel at tracking and analyzing data, developing insights, and engaging with customers using advanced algorithms and AI. 

Customer Engagement Solutions

Platforms like GENESISX create personalized mobile journeys, delivering genuine storytelling and brand value to drive deep connections and conversions.

How to Get Started with Omnichannel Customer Engagement

Developing an omnichannel customer engagement strategy involves several steps. First, businesses need to understand their customer. A thorough customer behavior analysis is required to determine where they engage and their expectations from each channel. 

Next, businesses need to map the customer journey identifying touchpoints and potential pain points. From there, brands can ensure messaging is consistent across different channels so customers can move from one platform to another without feeling lost or distracted.

Once everything is in place, businesses can monitor the data and use these to further personalize experiences and refine their messaging, product offers, and strategy. 

The human element also plays a vital role. Business should train their staff and ensure they are aligned with the latest campaigns and product updates and are ready to provide responsive and personalized support for an elevated customer experience.  

Walmart as an Omnichannel Retailer

Walmart invested $1.2 billion to boost its omnichannel capabilities as they focused on the omnichannel shopper. Utilizing AI to personalize the customer’s shopping experience and using the BOPIS approach to fulfill online orders, Walmart has transformed itself into an omnichannel retailer that offers seamless integration between its physical stores and digital platforms. 

In 2023, e-commerce accounts for 14% of Walmart’s sales, up from 5% five years ago. It grew from $25 billion to $82 billion, largely due to its focus on being an omnichannel retailer. Their chief finance officer stated that “customers are demonstrating a preference for multichannel offerings…”

Their CEO Doug McMillon, when expressing Walmart’s direction for the future, even said that the “future is an omnichannel one…” 

The Walmart approach of providing personalization, a seamless shopping experience, and integrating online and in-store interactions to meet customer expectations demonstrates the power of an omnichannel customer engagement strategy.

Omnichannel Customer Engagement and You

Omnichannel customer engagement is a powerful and effective approach that allows brands to connect with customers where they are, providing consistent and personalized experiences across all touchpoints. Businesses can gain comprehensive insights into customer behavior, enhance customer satisfaction, and drive sales growth by implementing this strategy. 

At GENESISX, we specialize in creating dynamic consumer engagement solutions that deliver genuine storytelling and brand value, and help brands navigate the complexities of omnichannel engagement. Partner with us in creating personalized mobile journeys that resonate with your audience and elevate your brand.