Why Use An Omnichannel Strategy In Ecommerce?
There are many benefits to using an omnichannel strategy in eCommerce. Increased sales, boosted user experience and improved data collection are a few of these benefits.
Published January 24, 2025.
Having an omnichannel eCommerce strategy ensures that you don’t lose out on any custom from customers, by providing them all access to your site through their favorite method.
Customers interact with your brand through many different ways constantly. These can include:
Web browser
Mobile browser
Mobile app
Phone line
Social media
Email marketing
SMS marketing
In person stores
In order to make sure that your customers are receiving a unified and top quality user experience across all channels, an omnichannel strategy is super important.
What Is An Omnichannel Strategy?
Omnichannel eCommerce is making sure that you offer a unified and seamless shopping experience across all the different channels. They should be aligned with one another in all things from tone and color scheme to pricing and products.
Benefits Of An Omnichannel Strategy
Most eCommerce businesses already have an omnichannel strategy in place, and there are many benefits to this. Ultimately, shoppers don’t want to only be able to make their purchases and interact with the brand in one place. If you think about the importance of a social media strategy, especially for Gen Z users, it makes sense why an omnichannel strategy is so important. Let’s take a look at some of the benefits.
Increased Conversions
In this day and age, shoppers do their research before making purchases. Especially for high ticket items, shoppers want to know what a brand stands for before spending their money with them. This could be to do with sustainability and environmental issues, or just general brand values.
For this reason, having these clearly available through different channels means that shoppers can get to know you. Once they know you, they can be more willing to spend their money with you. One of the most common places that shoppers will look is on your social media.
If you don’t have a social media presence then shoppers can be more wary of your business, as they feel they don’t know you. So by integrating your marketing campaigns across different channels, you can capture and engage customers at different stages of the journey. This will present you as trustworthy and increase the likelihood of sales being made.
Customer Data Collection
Data is such an important part of any eCommerce strategy. After all, the more you know about the customers the more you can suit your site and products to fit their needs. In the age of restricting data privacy, it makes sense to gather data through an omnichannel strategy, across more sources.
The more sources you gather information from, the more you will learn about the users. You can optimize gathering data across all channels, which will inform your business strategy moving forwards in terms of customers behavior, tastes and preferences.
Consistent User Experience
If you have a mismatched user experience, it does not reflect well back on your business. It implies that you are disorganised. It is also incredibly useful in terms of closing sales. A clear product discovery journey from your instagram to your checkout page can secure customers that otherwise might have been lost.
Similarly, older generations feel the need to be able to speak to companies on the phone. Having this potential for phone calls and transactions means that you don’t lose shoppers who wouldn’t use the mobile app.
Whichever way users first interact with your brand, they should receive a similar level of expertise and experience. They can then interact with you using their preferred channel, and will find the same level of experience anywhere else they might want to interact with you.
Conclusion
Having an omnichannel user experience means that shoppers will receive a positive user experience wherever they interact with your strategy. It creates the potential for increased sales, happy customers and strong brand image creation. If you aren’t implementing this already, it’s a a good idea to start seriously considering it today.