Omni-Channel Retail Marketing – A case study


Omni-Channel Retailing

Omni-Channel is all about the end user. It’s about creating a great experience that the customer loves and building positivity in the mind of the end user.

It’s becoming more and more important to factor this into your display campaign of late, given recent research stating that at least 43% of customers have used their mobile phone while shopping in a brick-and-mortar store. So does it make more sense to move to Omni-Channel?

What is Omni-Channel?

Omni-Channel is described as: “a multichannel approach to sales that seeks to provide the customer with a seamless shopping experience whether the customer is shopping online from a desktop or mobile device, by telephone or in a bricks and mortar store.”

The important factor in Omni-Channel marketing is that all aspects of the campaign integrate and work together. This is different to Multi-channel for this reason: a Multi-channel campaign does not always have the cohesion of an Omni-Channel campaign.

Who is standing out in Omni-Channel Retailing?

Great examples of Omni-Channel can be seen on the high street regularly, so we thought we’d give a shout out to the ones who we think are doing a fantastic job:

Oasis: The high street fashion retailer is working an incredible Omni-Channel experience focussed on customer service of the highest standard. Staff are armed with Tablets that enable them to deliver the latest product information and stock information and even act as a cash register. They can also arrange for out-of-stock items to be delivered to your door there and then. This also integrates well with their Ecommerce site and mobile app. Nice job, Oasis.


Starbucks deliver a great Omni-channel experience

Starbucks: The integration of their rewards app and rewards card is considered to be one of the best examples of Omni-Channel retailing around. Starbucks deliver users free rewards whenever they make a purchase, but also enables users to pay, top up and check their card balance, through the phone app as and when needed, and  changes happen in real time. The additional advantage is this enables great data-gathering possibilities for the retailer: a win all around!

M&S: M&S deliver an Omni-Channel  experience through their “At Home” app. The app delivers a virtual instore experience presenting their catalogue of products. It provides touch interaction and interactive rooms dressed as they would be instore. This app integrates well with social media and commerce, as you’d expect really.


Waterstone’s succeeding in Omni-channel

Waterstones: Waterstones is succeeding (where unfortunately music retailers failed only a few years ago) by incorporating the sale of eBooks through their stores. The expanded digital product line offers instore customers the ability to buy and download content onto a device using Wi-Fi freely available in stores at designated display points throughout the store. This provides an enhanced customer experience by providing shoppers with the option of purchasing an eBook whilst physically browsing books in a traditional bricks and mortar store. This blends the best of both worlds, enabling customers to experience the tangible, tactile experience of a book store with the convenience of a download. We doff our cap to you Waterstones.


As we’ve seen from these examples, Omni-Channel is far more than a trendy buzz word. Technology has become so ingrained into our day-to-day lives that any retailer not considering how to incorporate Omni-Channel into their instore campaign may very well be left behind. Look at how you can integrate your marketing channels into a coherent Omni-Channel.

If you want to see how we can help support your own Omni-Channel campaign, get in touch to have a chat about the solutions we provide.

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