Omnichannel Strategies: Where Brands Should and Shouldn’t be Investing in 2022

As technology advances, the line between online and real life begins to blur. Customers now expect brands to leverage the advantages of both online and in-store simultaneously. In order to thrive in the new normal, brands will need robust omnichannel strategies. However, in this current economic landscape, brands also can’t afford to waste money on initiatives that bring little ROI. Here are some trends where brands should—and shouldn’t—be focusing.

Cohesion Is Key

Successful omnichannel strategies hinge on a seamless experience across websites, apps, and in-store. Messaging, visuals, and positioning statements should be consistent across all channels, platforms, and devices.

This can take time, and the key is start slowly and build your way out. You’re better off doing a few things well rather than having multiple platforms with inconsistent engagement. Customers will notice if you’re engaging on Twitter but not Facebook.

But the effort is worth it because brands with effective omnichannel customer engagement strategies retain nearly 90 per cent of their customers. Whereas brands with weak omnichannel engagement only retain a third of their customers.

In addition to engagement, omnichannel retail capabilities that shoppers value include:

  • Ability to check availability of product before visiting store
  • Ability to buy or reserve a product online and pick up in-store (BOPIS)
  • Customer profile information easily accessible across all channels
  • Consistent personalized shopping experience across all channels
  • Access to social media across all channels

Application Integration

However, with all these advances in technology and software, brands can become a little overwhelmed trying to keep on top of it all. In a recent survey of 150 business leaders across Canada, over one-third of respondents said they were planning on adopting application integration software, which ensures all your digital tools work and communicate together.

Application integration software takes data from multiple and disparate applications, locations, and activities and keeps it consistent with a streamlined flow through a single user interface. Many apps can do this with their own built-in integration capabilities. If not, a cloud-based integration platform as a service (iPaaS) will help synthesize all that data.

Back to Reality

Augmented and virtual reality were popular trends at the onset of the pandemic. A 2020 Shopify report said implementing AR solutions could lead to a whopping 200 per cent boost in online conversions. In another separate report, 90 per cent of industry professionals agreed that AR and VR could significantly improve customer satisfaction.

However, perhaps because lockdown measures and physical distancing are being phased out, the bullishness on AR and VR has cooled. In 2020, 32 per cent of managers said they were contemplating investing in AR and VR, but that number shrank by 10 per cent in 2021.

While this technology certainly promises exciting opportunities, now may not be the best time to invest and experiment.

We Can Help

Despite all these technological advances, one simple truth remains the same: customers want to feel like they’re being taken care of.

We can help you evaluate how your customers need support throughout the customer journey, and whether your capabilities can meet those expectations. Wherever you need us, we’re here to help you execute successful omnichannel strategies that put your product right where your customers are.

Learn more about how you can leverage Storesupport by calling 1-877-421-5081 or by visiting

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