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Omnichannel Marketing Strategy: Addressing Challenges

Omnichannel has been a hot issue in the sales industry for years, whether in retail, marketing, business-to-business, or business-to-consumer. In light of modern consumers’ high expectations and varied shopping habits, “omnichannel” has become a catchall. The promise of omnichannel is easily understood, but delivering on it is far more challenging. Businesses have learned this the hard way; 1WorldSync found that almost half of the merchants lost at least $1 million due to difficulties enabling multichannel sales. However, those delivering seamless, problem-free interactions across channels will build a loyal client base. In this blog, we will explore the concept of Omnichannel marketing Strategy and how it addresses the challenges businesses face in the digital age.

Understanding Omnichannel Marketing Strategy

An omnichannel marketing strategy is a customer-centric approach that seamlessly integrates various marketing channels to provide a unified and consistent experience. It recognizes that modern consumers interact with brands across multiple touchpoints, such as websites, social media, mobile apps, and physical stores. The key principles of Omnichannel marketing Strategy include maintaining brand consistency, ensuring a smooth transition between channels, personalizing interactions based on customer data, and integrating data from various sources for a holistic customer view.

This strategy addresses the challenges of the digital age, including fragmented customer journeys, data silos, rising customer expectations, channel proliferation, and intense competition. By connecting these channels, businesses can offer a cohesive experience, gain deeper insights into customer behavior, meet customer demands for personalization, maintain a consistent brand presence, and stand out in a crowded market.

Ultimately, an Omnichannel marketing strategy helps businesses build stronger customer relationships, improve brand loyalty, and drive revenue growth by providing customers with the right message at the right time through their preferred channel.

Omnichannel Marketing Strategy Challenges and How to Avoid Them

Lack of Attribution

You need to know where your leads are coming from so you can evaluate the efficacy of your various marketing efforts. You need sophisticated tracking tools to see where a consumer began their trip and where they are today. Which channel did they initially interact with you on (email, social media ad, sponsored search, organic search, etc.)? Many businesses often lack the technology required to provide a full and accurate picture. It’s hardly beneficial if all of your leads wind up in the same place.

Numerous potential touchpoints might impact a customer’s final purchase choice, making poor attribution a problem for merchants as well. If you’re working on commission in a shop and you help a customer who decides to buy the same thing online three days later, you won’t get paid for that transaction. Another client may be influenced to buy an item after seeing an ad on Instagram, but the retailer will receive all the credit for the sale. The answers to these questions are essential because they determine how much money is spent on advertising and how much revenue is generated.

To solve this problem, you’ll need advanced marketing technology to track all the places your brand appears online. These systems must monitor the marketing process, not just the final conversion. If you want your data to be conveniently available, look for a marketing system that can link with your POS and online store.

Integrating Digital and Analog Information | Omnichannel Marketing Strategy

Integrating data from digital and non-digital sources is a typical obstacle when integrating numerous channels. This might include information on purchases made both in-store and online. On the other hand, it may be difficult for a consulting firm to measure the ROI of its focused web advertising and its sponsorship of a local sports team. There is a lot of tools available to track internet channels, making it simpler to see how well your marketing strategies are doing.

Having separate company codes or URLs for each offline channel is one method to tackle this problem and attribute conversions back to the appropriate channel. You may learn about the impact of offline channels by inquiring as to where clients first heard about your business. Instead of constantly monitoring the success of channels individually, it might benefit to have a larger picture of the company’s performance as a whole. The success of your campaign may be gauged by whether or not interest in your services increases in the months after you begin sponsoring a team. Sales for a direct-to-consumer company can rise by 30% in the first year after adding physical facilities, compared to 10% in the two years prior. That’s the case, even if individual shop data could be more impressive.

Uniform Statement | Omnichannel Marketing Strategy

According to McKinsey, 71% of consumers demand individualized service. When a company fails to do it, another 76% of customers become angry. You won’t achieve your goals by broadcasting the same message everywhere. All aspects of the customer experience may be tailored to the individual, from marketing emails that include products of interest to the recipient to customer service representatives familiar with the consumer’s recent purchase history with the brand.

To effectively implement targeted messaging, your marketing team must put in some more time and effort. To know which channels work best at what points in the buyer’s journey, they need to create a detailed map of the process. However, a loyal customer base and increased revenue are the payoffs.

Once again, the appropriate marketing technology is crucial in resolving this issue. This is because marketing solutions allow you to customize your message to each customer based on where they are in the marketing funnel. Someone who has recently discovered your organization will receive a very different message than someone who has added an item to their cart but then abandoned it. With the help of marketing automation software, you can set up processes that trigger the sending of certain messages in response to events like a user accessing a specific web page or a particular number of days have passed since the previous engagement. Likewise, you may conduct experiments to see which of several possible messages best connects with a certain target population.

Bad Key Performance Indicators

Any project, especially an omnichannel one, can fail if the incorrect KPIs are used. However, it may be challenging to determine which success indicators are most relevant. Global KPIs might include profit margins or revenue by category, whereas KPIs for the various stages of the buyer’s journey can be more specific. If you’re measuring the incorrect things, you could get false positives that something’s working when it isn’t or false negatives that lead you in the wrong direction. Too few businesses use customer-focused KPIs to ensure they exceed client expectations.

Choosing appropriate KPIs demands deep consideration of what constitutes a successful outcome for the various parts of your omnichannel strategy. Working with individuals inside the company who can contribute unique viewpoints is essential. Sort your key performance indicators into classes such as top-of-the-funnel advertising, order volume/revenue by channel, inventory and fulfillment, satisfied customers, and repeat business.

Of course, you’ll also want a reliable system for keeping tabs on these indicators in real-time. Real-time data recording and reporting is essential for both back-end and front-end systems. Successful omnichannel measurement relies on identifying the right key performance indicators and having an easy track mechanism.

Lack of Access to Inventory | Omnichannel Marketing Strategy

For omnichannel to be successful, it is essential to maintain visibility of inventory levels at all points of distribution. With it, omnichannel can function properly in many ways. Due to a lack of inventory visibility, you will lose sales to rivals if you cannot provide them with desirable options via other channels. And if data doesn’t get updated promptly, a store can tell a consumer they can get something that is no longer in stock.

Improved stock visibility is possible with the help of a centralized inventory management system that can monitor stock levels in real time across many warehouses. Sharing stock between channels under certain limits can reduce duplicate purchases and save money on storage fees. Thanks to shared inventory, you may ship from the most cost-effective location and still save money. In the end, seeing what you have on hand is useful for managing client expectations.

Poor Transparency of Inventory While in Transit

Finding out what’s now in stock is a good beginning step, but you also need to anticipate what goods you’ll soon be able to purchase. Products that have left the warehouse and are on their way to you are considered in-transit inventory, although they may not arrive for several days, weeks, or months. This information is harder to obtain than it is for stock on hand. However, stock information still en route is crucial for keeping customers in the know.

To have complete insight into stock currently in route, it is necessary to share information and maintain open lines of communication with suppliers. Ideally, your systems would communicate with the supplier’s systems so that you would receive updates on your open purchase orders instantly. Recognize the importance of first inventory and procurement software in achieving this ambitious aim shared by many wholesalers and retailers. What you have on order from which vendors and when it will likely arrive will be displayed. You may set up notifications for delays and other problems on some platforms.

Information gathered while a shipment is en route helps make purchases and communicate with consumers. For example, if a client requests a back-ordered item, you may tell them when and how to expect to get it.

Independent Supply Chain Procedures

As the past few years have shown, supply chains are very intricate webs that rely on careful coordination. Omnichannel marketing strategy requires integrating every supply chain step, from procurement to inventory management to customer service and shipping. Your whole network, including any outsourced parts, has to operate with complete openness and uniformity of procedure. The client experience suffers when your supply chain is divided up into silos.

To break down these silos, a thorough understanding of the current state of operations and the necessary improvements is required. The next step is to start looking for suitable supply chain planning and execution solutions that can integrate all the relevant procedures and information. Instead of having each department utilize its own system and procedures that are isolated from the others, it is much simpler to handle this issue when everyone uses the same system. Look for solutions that can connect with the systems of your suppliers and fulfillment partners.

Ineffective methods for processing orders

Things might get tricky when one location has to deal with orders for several products. In the same day, a warehouse may prepare hundreds of smaller consumer orders while also staging hundreds of larger wholesale orders on pallets. Employees in the store’s back room must balance stocking shelves and processing online orders from clients in the immediate vicinity.

The use of a WMS has the potential to improve warehouse efficiency dramatically. Orders may be prioritized, and the quickest route through receiving, picking, and packaging can be displayed to workers. In a market where customers’ demands are always rising, this helps your business fulfill orders more quickly.


Omnichannel marketing strategy is not just a buzzword; it’s a practical way that can help businesses overcome the challenges of the digital age. Businesses can enhance customer satisfaction, loyalty, and their bottom line by unifying the customer journey, integrating data, and delivering personalized experiences. While implementing it may present its own challenges, the benefits far outweigh the difficulties. Those who embrace this strategy are poised to thrive in the ever-evolving digital landscape, where customer experience reigns supreme.

Read the latest Marketing blogs here.

David Scott
David Scott
Digital Marketing Specialist .


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