Planning and implementing an effective omnichannel marketing program

Abstract

Purpose The purpose of this paper is to analyze differences between multichannel and omnichannel marketing, describe the advantages of omnichannel marketing and explain how retailers can best transition from multichannel marketing to omnichannel marketing. Design/methodology/approach The paper’s findings are based on a systemic review of the literature of academic studies, research-based studies by major consulting firms and case study reports of effective omnichannel retailers. The approach used is managerial and strategic. Findings Four stages are identified between a pure multichannel and a pure omnichannel marketing strategy. This multistage approach enables a firm to determine its current position, to view the gaps in its strategy in moving to the next level and to develop appropriate actions to move to the next higher level. This paper also identifies barriers to a firm implementing an omnichannel marketing strategy and describes how these barriers can be overcome. Practical implications This paper describes the advantages associated with omnichannel marketing and discusses a strategy to transition to omnichannel marketing. Barriers to adopting omnichannel marketing and how they can be overcome are analyzed. Originality/value This study makes a number of contributions to the literature on omnichannel marketing. It sets forth specific criteria for firms to determine their present stage on the multichannel marketing to omnichannel marketing hierarchy. This strategic approach provides firms with a roadmap to planning and implementing an omnichannel marketing orientation. The paper concludes with directions for future research and managerial implications and conclusions.

Service quality in multichannel fashion retailing: an exploratory study

“…For customers, multichannel integration is therefore beneficial, as they tend to switch channels during their purchasing process (Heinemann, 2019). As the literature suggests, customers 'mix and match' the different channels for their different phases in the purchasing process (Berman & Thelen, 2018;Frasquet, Ieva, & Ziliani, 2019;Swaid & Wigand, 2012). For fashion products, some customers might search for products online and then go to the stores to actually touch and try the product on.…”

Update of the Crawl, Walk, Run Methodology Framework

“…Despite the emergence of other frameworks in digital marketing over time, such as: RACE (reach, act, convert, engage), CDJ (consumer decision journey), PESO (paid, earned, shared, owned media), etc., some of the leading companies utilize CWRM in their current digital marketing approach (Kerr & Moloney, 2018), while scholars (e.g. Berman & Thelen, 2018) argue its theoretical credibility. However, it should be noted that some updates of CWRM are needed, due to the arrival of some of the new digital marketing tools (compared to 2009 when this concept was established), the acceleration of changes in business environment and burst of global competition in the web space.…”

Switching Marketing Channel in the Purchase Process – What Pushes Consumers to Change Behavior

“…The challenge for retailers, however, is caused by the fact that nowadays consumers are faced with many opportunities through which they can search, compare, purchase and obtain products [11]. Berman and Theler [14] indicate three aspects of differences in consumer bevaviour. Among these elements are the following: the consumer purchase journey design (uniform vs different and linear vs non-linear), the place of purchase vs the location of pickup and return and the degree of effort a consumer needs to undertake as he/she moves across channels and devices.…”

“…While in multichannel shopping buyers have rather linear purchase journey, shoppers in omnichannel environment use multiple channels and touchpoints and they can employ a nonlinear purchase journey. Another important characteristic of omnichannel is connected with much higher easy of movement across channel and devices that in multi channel environment [14]. The goal is to minimize the effort of moving from one contact channel to another -to make these movements seamlessly [11].…”

“…The goal is to minimize the effort of moving from one contact channel to another -to make these movements seamlessly [11]. Undoubtedly some customers may be reluctant to switch to a new channel when they are already familiar with an existing channel [14]. Some authors [15] note the importance of offline experience for the intention to use new channel -an online store.…”