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Trend report the omnichannel experience

Marketing trend report 2015: the omnichannel experience

Posted by phemmie.wilkinson | 13 May

We asked our very in-the-know planning director Ben Fillery, what he thought was the hot marketing topic for 2015 – and why this will have the most impact on the industry.

 

What trend do you see having the most impact on the industry in the coming year?

Omni-channel marketing.   It’s the seamless experience a consumer gets from both a physical and digital channel. According to MIT’s report ‘Beyond the checkout Cart” more than 80% of store shoppers check prices online. Consumers are going from screen to store and store to screen throughout the shopper journey process. The shopper journey is no longer linear from trigger, consideration, review, purchase and evaluation, consumers will move between each decision point of the shopper journey until they are ready to make that all important purchase.

 

Why is it important?

Consumers are increasingly demanding and expect the brand to deliver at every touchpoint. Brands that don’t engage them whenever and wherever they can this will ultimately lose sales, as the trend of showrooming has shown people do go in-store to review a product, and then go online to find the product at a cheaper price.

 

Where omnichannel has worked well

Christmas time is when those who do omnichannel well really shine.  The most successful retailers last Christmas not only focused on boosting their online performance but also worked to improve the customers’ experience offline, bridging the gap between the channels.  For example House of Fraser saw a 31.2% rise in online sales, attributed to the improvement of their online proposition and investment in retail stores.  And John Lewis continued to outperform its competitors combining a strong online offering with their famous high profile festive TV advertising. They experienced a 30% rise in click-and-collect online orders, and 36% of total group sales were made via their website during the Christmas period.  Job done.