Leading Omnichannel Marketing Efforts from Brands
By now, most companies have figured out that customers want to engage with businesses across a variety of communication and public relations channels. However, at the same time, most companies also feel overwhelmed when they have to start implementing an omnichannel marketing strategy. That’s why one of the best ways to implement this type of strategy is to learn from examples.
Disney is one of the pioneers in this type of marketing effort because the company has managed to navigate the combination of TV, in-person, and digital marketing for a couple of decades now. The omnichannel marketing strategy from Disney really stands out in the My Disney Experience platform which is used when people visit the parks. Users get a chance to access the platform through an app or via browser and purchase tickets, reserve restaurants, book hotels, coordinate with other users on the platform, schedule activities, as well as store the photos they take inside the park. Furthermore, once a user arrives at the park, the platform has a built-in GPS which allows them to find the different locations they need to find inside the park, check real-time wait times for different rides, and access the contactless version of the Magic Band and the Disney Magic Pass.
Starbucks is also a great example of omnichannel marketing efforts because aside from giving customers a chance to order through the mobile rewards app, customers also get a chance to claim rewards through the app, upload money to it, and place curbside orders. To implement omnichannel marketing, the company offers rewards to anyone using that app, which encourages more people to download and start using it. There is a regular schedule for special rewards inside the app, such as getting extra points whenever a customer orders a drink within a set time limit. Furthermore, whenever customers use the app, the company can track the in-store behavior of that customer, which is not accessible otherwise. Then, the app can give the user recommendations for purchases, and promote different products to generate more sales.
The eyeglass company Warby Parker used to be only available online in the past. However, in the last few years, Warby Parker started utilizing omnichannel marketing efforts, with one of the leading examples being allowing its customers to order up to five different pairs of glasses that they could get to try out at home, and return the ones they don’t need for free. The company also opened physical locations and started implementing its digital marketing efforts with its in-store efforts very effectively. The way the company did that is by getting the customers to pick their favorite frames inside the app, and then the in-store salespeople can access the same collection of favorite frames, to help customers complete their purchases inside stores.
Ronn Torossian is Founder & Chairman of 5W Public Relations