Thriving omnichannel businesses don’t just sell through multiple sales channels — they create a continuous experience for consumers. From brick-and-mortar stores to online-only storefronts, print media and social media, omnichannel businesses make it easy for customers to find and interact with them and their products.
Your best moves will depend on your product, customer base and other factors, but appealing to human emotions continues to represent a winning strategy for any business, including those in the home and building categories. Furthermore, every place you interact with your potential customers represents a unique piece of their impression of your overall brand, making omnichannel marketing strategies critical in today’s online-driven world.
Consumers rank convenience as a major factor in their shopping experience, almost as important as price. In fact, more than half of purchasers turn to online sources when shopping, and nearly 20 percent of those who purchase online do so solely for convenience. Additionally, a whopping 75 percent of homeowners visit social media sites daily — and more than half of social media users will purchase a product when they see favorable mentions in this space.
As consumers receive information from every direction, smart businesses find a way to differentiate themselves from the crowd — and providing simpler ways to make choices may be the answer. For example, three-quarters of homeowners say they wish it was easier to compare products in-store. In an attempt to simplify, consumers are also reducing the number of retailers they shop regularly, creating fierce competition for a coveted place on that list.
Above all, businesses that master the omnichannel marketing world are also omnipresent. They build and maintain a presence everywhere to reach their customers where they are, and they ensure the experiences they provide are optimized for the many devices their customers use.
How does your business use omnichannel strategies to support sales? Check out this infographic for an industry snapshot featuring original Home Improvement Research Institute (HIRI) research.
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