The holiday shopping season is fast approaching, and it will be more interconnected this year than ever before. Omni-channel marketing has exploded in the retail market space, with the goal of creating an interconnected shopping experience for consumers wherever they shop. But what does an omnichannel shopping experience look like?
Omni-channel is a marketing term for an integrated shopping experience across multiple channels. For example, customers might shop at a store online, on their mobile device, or in person. To create an omnichannel experience for the customer, the shopping process should be similar in all areas for the customer, providing clear brand awareness and customer service no matter what channel a customer buys from.
To create an omni-channel customer experience, stores must have a cohesive strategy for all their consumer platforms. So, what should that look like in a grocery store? Here’s an example: a customer may use a store’s digital flyers to scout for deals. To create a cohesive experience, the digital flyer should link to the store’s online ordering system with customer preferences already saved. Then, when they shop in-store, they should be able to use the store app or digital tools for deals and discounts in person. In this type of example, a customer’s shopping journey is spread across multiple consumer channels, and they all work together to offer a cohesive shopping experience.
Omni-channel shopping is gaining popularity, and experts predict it will be more utilized this holiday season. In Grocery Doppio’s report, 83% of shoppers planned to use a grocery store’s online stores and app, and 78% reported they would buy in-store and digitally this holiday season. Customers are embracing omni-channel shopping tools, and these statistics show that this trend will be especially helpful this holiday shopping season.
One of the reasons omni-channel shopping is becoming so popular, especially during the holiday shopping season, is the level of convenience it offers consumers. Being able to easily switch between online ordering, digital apps, and in-person shopping during the busiest shopping season of the year is really important to consumers. It makes it easier for shoppers to get what they need quickly and efficiently.
The omni-channel shopping experience may be out of reach for independent grocery retailers compared to what major big box stores and chains can do. However, some tools can help you integrate your consumer shopping channels. Our retail marketing department has services that can help, including print and digital marketing tools and online grocery shopping and delivery with valued partners like DoorDash, Instacart, Egrowcery and more. With these tools in your store, you can give your customers more options, and that’s the first step toward creating an omni-channel customer shopping experience. Visit our website now to learn more about these tools and how they can help you compete this holiday shopping season!
