Is Omni-Channel another buzz word? No, it’s actually been around for ever, just applied fractionally and therefore not very well.  People have busy lives and are subjected to many messages of influence, both subtle and overt, through-out the day.  There are also choices of shopping channels and the mesh that is the purchasing environment of today, means that strategy needs to have a strong thread of interconnectedness.

The movement towards Omni Channel is to have 1 clear campaign strategy rolled out to multiple channels with an adaptable communication method, and increase accessibility to purchase.  i.e.) Web-to-store and store-to-web.  The style used on a commerce platform is different to the style used in mobile or brick and mortar.    The mistake that most bad executions make, is that there is a heavy reliance on tradition, and participation in online is as if to dip feet into the ocean…. Doing something to say that the brand has a presence.  Adam Silverman, an author and opinion leader on Omni-channel says, “In the race to keep up with skyrocketing consumer expectations around omni-channel experiences, many retailers moved quickly to roll out omni-channel fulfilment capabilities without fully understanding the incremental expense of operating these programs. Today, retail executives are beginning to shift their focus towards profitability: moving from implementing to optimizing their omni-channel fulfilment initiatives.

Creating a unified customer experience that is crafted for the target market provides the best possible return and a lasting value perception.  The foundation for this is a strong understanding of the full path to purchase so as to create interconnected touch points.

For example, An immune booster campaign crafted to develop the niche fresh vegetable and fruit juice health segment is rolled out in store with visual media, print in health magazines, digital with information sharing on Facebook, billboards and mall advertising.  That’s 5 different channels of communication, but the real question is in the impact.  The manufactures have used a small budget to make the product available in 2 major retail groups, health shops and an e-commerce mobi-site.

How to run successful-omnichannel-infographic

Below is an example, geared towards achieving an objective:

10 potential consumers, drive to work every morning and see the billboard message.  The response is “I wonder what that’s about” or “How interesting, I didn’t know that”.  The campaign should stimulate interest at this point.

6 of the 10 subscribe to a fitness magazine and see the advert again.  The response is “I’ve seen this before”.  The campaign should entice interest and maintain it… 5 readers are on Facebook and decide to join the vegetable fruit Juice page.

Facebook shares relevant information, frequently. The reader should get enough information to become a fan.

The 3 fans go in to a retail outlet after work and see the advertising in-store.  This triggers a reminder to purchase.  The other 2 readers go to a mall over the weekend and see the mall advertising giving the brand a trendy feel.  They then go into store and are curious yet unconvinced.  Tactical posts promoting a launch offer on the e-commerce mobi-site encourages the reader to trial.  The 2 readers decide to go onto the site during a commercial break while watching TV at home to purchase the special launch offer.  A case of the product is delivered to the door the next day with a coupon as a gift of the next purchase.  Mission accomplished!! The rest relies on the brand to deliver at the 2nd moment of truth.

In this example, 50% of the sample size were convinced to purchase via a campaign that had frequent and relevant communication.  The brand was also smart enough to provide an incentive to purchase at a time when the target market is relaxed enough to consider with the convenience of executing the purchase via e-commerce.  Niche segments usually have higher loyalty, reducing the cost of recruiting consumers into the brand.  The essence of impact rests in the quality of the campaign produced and in the execution.

The biggest focus on a new brand is to drive awareness and trial.  If the communication plan creates enough structured hype across multiple channels to generate trial, and the product is available to purchase across platforms, the omni-channel strategy should yield results.  In my opinion, Omni channel marketing will become mainstream, as brand owners realise the impact on influencing brand growth.


Written by Emiryl Paul, she is a trade marketing specialist. She has worked in the FMCG industry for 12 years and has built capabilities with cross functional roles. She has worked on market leading brands and medium sized brands. Emiryl has an interest in entrepreneurship having assisted start up companies, within local and Africa markets.