omnichannel marketing

10 Key Building Blocks for an Integrated Omnichannel Ecosystem

Fiona Blades, President and Chief Experience Officer at MESH Experience, David Guenthner, Senior Director, Global Customer Insights and Analytics at Walmart, Scott Johnston, Director of Client Services at Infoscout, and Marty Siewert, SVP, Consumer & Shopper Analytics at Nielsen discussed key building blocks to achieve a seamless online-offline shopping experience during the 2015 ARF Shopper Insights Chicago forum.

Here are the Top 10 building blocks for an integrated omnichannel ecosystem:

  1. Imaginative talent management to bring disparate specialists together
  • Overarching function that bridges gaps and fosters the right spirit
  • Providing teams an overall purpose, so that each member plays to their strengths to create something better together
  1. Putting the customer first
  • More observation than question
  • Passive data collection
  • Better use of mobile
  1. Collaboration FOR the shopper
  • Again, putting the shopper as the focus and re-thinking collaboration in relation to this
  1. Focus on theory
  • Thinking about recency or adjacencies
  • Not rushing into decision, but think and create hypotheses, models and theories about all the new knowledge and data
  1. Test-and-learn approach
  • Creating agile market research
  • Encouraging fast failure and move on
  • Making change safe/acceptable
  1. Practical hardware and tools
  • Get a big enough server!
  • Ensure flexibility of data platforms
  1. Get the assortment right
  • Both, online and offline
  1. Personalized approach
  • Given the blurring of online in physical spaces (augmented reality, etc.), new approach needs to transcend online and offline and feel totally seamless and personal
  1. Get the RIGHT data
  • Although there is a plethora of data available, there is still a need to identify knowledge gaps and find the right data to answer these
  1. Millennials understanding
  • As this audience will be of growing importance, there is still the need to focus on a deep understanding of their emerging attitudes and behaviors

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Carrefour undertakes first large-scale beacon deployment in Romanian hypermarkets

Multinational retailer Carrefour has placed iBeacon networks in 28 of its hypermarket stores in Romania, pointing to the inevitable global rollout of personalized shopping experiences on mobile. This project taps 600 Onyx Beacon devices and is able to interact with the public at a commercial network level. Consumers who download the supermarket’s application can receive customized offers and in-store maps, while the app collects valuable data about shopping behavior.

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Omnichannel Marketing

Perry Simpson, Digital Content Coordinator at the Direct Marketing News, provides clarification between the marketing concepts: cross-channel, integrated, multichannel and omnichannel.

While omnichannel marketing is the preferred approach for marketing campaigns, often the campaigns are not truly omnichannel.  Omnichannel campaign require a customer-centric approach to marketing, and the customer data must provide insights into each customer transversing the brand’s channels.

Often, multichannel campaigns consist of the use of multiple channels, often without a consistent or integrated approach.  This approach is characterized by being marketer-centric.

Cross-channel campaigns also involve a campaign with a marketer-centric approach. Cross-channel campaigns better understand the brand’s customers as they move from one channel to another during their buying journey.

Integrated marketing seeks to synchronize marketing across traditional and digital media channels, but it lacks a customer-centric focus.

The advantage of the omnichannel approach is marketing campaigns which are cohesive, targeted and relevant from the customer’s point of view.


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