Taking an Omni-Channel Approach

What is an Omni-Channel Campaign?  
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What is an Omni-Channel Campaign?  
Think about all of the ways customers interact with your company. Whether it’s in-person, print, or through digital platforms, customers want their shopping experience to be consistent and complementary. If someone is looking at an item in-store, they expect to be able to find it online or on an app as well. If they are emailed a coupon, they want the option of using it in-store or online. Even the color scheme and theme of your store should be carried through all of your digital and print materials.
This streamlined customer experience is referred to as “omni-channel”. An omni-channel campaign is “a multichannel sales approach that provides the customer with an integrated shopping experience.” In other words, an omni-channel campaign makes sure that all of the channels are cohesive, so that the shopping experience is seamless.
Why it Works
People are constantly using multiple channels at once. Even in-store, it’s common to see customers looking at reviews for an item on their mobile device before purchasing. Since there are so many ways to interact with a business, it’s important to make sure you’re delivering your content through a variety of platforms that work together effectively.
If your channels are not user-friendly, or if they contain contradicting information, customers will feel confused and frustrated and move on without purchasing. When an omni-channel campaign is done right, it leads to more customer engagement and satisfaction. People notice when a brand goes the extra step to make their shopping experience tailored for them.
Personalized emails see a 14% higher click through rate, and personalized web experiences see an average of 20% increase in sales*.  With ASI, EmailExpress is a great way to reach out to distributors, and create a direct line with your potential customers. This approach is valued by distributors, who will remember your brand when they’re looking to purchase.
Customers will begin to feel a sense of loyalty to your brand if you create a community for them to engage with through multiple channels. A smart way to start a conversation with your customers is with content marketing. Creating additional content for your website, blog, app, or other channels gives them a sense of who you are in the industry, and gives you a chance to engage with buyers beyond the sale.
Using the right channels for your business is just as important as being active on multiple platforms. If you want your campaign to reach a specific target, advertising in magazines and catalogs are great channels to grab the attention of those potential customers. Print will take people to your digital channels, which is why it’s a great tool for bringing in new leads.
In our Industry
An omni-channel campaign is just as effective in this industry as any other. In fact, 75% of B2B buyers said they would purchase from the same supplier again if they had excellent omni-channel capabilities**. Click here to see all of the ways you can grow your campaign and start reaching out to potential buyers.

Sources:
* https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/
**https://www.sana-commerce.com/us/blog-us/not-sure-omnichannel-b2b-3-compelling-arguments/