2024 Omnichannel Messaging Trends Wrapped

Omnichannel Messaging, the system that allows businesses to send messages to customers through different communications channels like SMS, email, and messaging apps all from a single platform, prevailed when it came to consumers’ shopping habits. This last year alone, omnichannel trends have leaned towards making a more seamless customer experience for the consumer.

While these trends have occurred before, in 2024, they have become more prevalent than ever. The following trends were observed this year when it comes to omnichannel messaging:

Social Media Influence in Retail

The McKinsey Report says that a majority of consumers still participate in shopping due to the omnichannel messaging used by retail. In fact, 60 to 70 percent of them shop in America due to it. Majority of shoppers use social media and physical stores when they are shopping. According to the report, “Not surprisingly, social media influence is heaviest among younger consumers but influences all age groups, most commonly in categories including jewelry, accessories, fitness/sports, and cosmetics.” Companies with omnichannel customer engagement strategies also retain the majority of their customers, with the number at around 89 percent.

Use of Conversational Experience

Customers desire interactions with businesses that are personalized and friction-free. For this, brands are using conversational messaging channels which have been growing more and more. There has also been a 29.3% increase in mobile app messaging for marketing use cases in 2023.

Ads can also be intrusive, and can annoy customers when using their laptops or mobiles which is why personalized experiences have been a hit with customers. Some examples of companies using this method are pharmaceutical businesses who are able to lure patients. McKinsey says that personalization tactics can increase business revenue by 15%. In fact, companies like Pfizer have used real-time data analytics to create content that is patient-centric, making sure it resonates with patients and caregivers. Novartis, on the other hand, has internal tagging for its content and uses the modular approach for more personalized messaging.

Since the pharma industry doesn’t sell products conventionally, the personalized way could work for them. Not only can brands make their bottom lines better, they can also make sure that patients get the right medicine at the right time, leading to more efficient health care.

Use of different channels

The use of chat applications also continued in 2024. Messenger apps like WhatsApp, Telegram, Line, and Viber are still usually used for commerce and support. RCS (Rich Communication Services) have also grown, with Apple’s support on iOS devices. SMS is still significant but usage patterns are changing, with combinations of SMS and messenger applications being popular.

AI-Powered Messaging

With the rise of artificial intelligence (AI), it has also been used to enhance customer support and conversational marketing. For conversational AI, there are human-like interfaces and sophisticated language models for personalized experiences.

AI in retail also includes using data to understand customers better. This data is used to predict their behavior, and deliver a shopping experience that is personalized for them.
The use of AI enables comprehensive data analysis as AI systems have the capacity to quickly and accurately process huge amounts of data, such as customer demographics, transaction histories, website behavior, and social media activity. Having access to all this data on customers results in being able to predict their behavioral patterns.
These AI-powered systems also use predictive analytics to predict patterns from the collected data. This in turn can accurately predict future customer behavior and can anticipate which products a customer is likely to be interested in or when they are likely to make a purchase.

Using all these data gathered can craft highly personalized shopping experiences for customers. Brands can now include personalized product recommendations, tailored marketing messages, or even customized shopping experiences. Customers can enjoy an enhanced shopping experience tailored specifically for them. With all this thought and effort into the customer experience, it increases satisfaction and loyalty and leads to increased sales.

Moreover, brands who use AI well can also gain an advantage over their competition. They can make better decisions, improve operational efficiency, and provide superior customer service.

More Focus on Sustainability

Sustainability and retail are said to be contrasting ideas but the two can actually coexist and support one another. With more concerns about climate change and global warming, consumers are more interested in creating shopping decisions that take Mother Earth in consideration.

The increase in sustainability in retail is observed to be driven by consumer demand, investor interest, and regulatory changes. It also offers significant benefits for retailers, from cost savings and improved customer loyalty to risk mitigation and brand enhancement.

Below are some sustainable trends observed this 2024:

Sustainable sourcing is when retailers are increasingly sourcing products from suppliers who adhere to sustainable practices. They thoughtfully and intentionally choose brands to use suppliers who minimize their environmental impact, pay fair wages to workers, and support local communities.
Eco-friendly packaging and its increased usage. Conventional packaging materials including single-use plastic are being replaced with eco-friendly alternatives like cornstarch, craft paper, and organic fabric. Brands are reducing packaging waste by using recyclable or compostable materials and encouraging customers to reuse packaging. They also give incentives for those who don’t use packaging at all, or those who bring reusable bags by giving discounts. Some make packaging harder to access by adding a fee to it.
Green fulfillment is another trend where brands optimize their supply chains to reduce carbon emissions. This involves consolidating shipments to reduce transportation emissions or using renewable energy sources in warehouses.
Consumer demand meanwhile, is when consumers become more conscious about the environmental impact of their purchases. Brands that are prioritizing sustainability as one of their values can attract these environmentally-conscious consumers and build customer loyalty.
Investor interest is when investors increasingly show interest in sustainable businesses. Eco-friendly businesses may attract more investors and secure financing if they show that sustainability is one of their priorities.
Regulatory compliance on the other hand is when governments worldwide introduce stricter regulations on issues like waste management and carbon emissions, including retailers. So when these retailers focus on environmentally-friendly practices, they can ensure they comply with these regulations and avoid potential fines or sanctions.

Final Thoughts on Omnichannel Messaging

As businesses navigate the evolving landscape of customer communication, omnichannel messaging remains a cornerstone for creating seamless and consistent experiences. By embracing the latest trends and leveraging innovative strategies, brands can effectively engage their audience across multiple touchpoints.

Staying ahead of these changes in omnichannel messaging is essential for building stronger connections, enhancing customer satisfaction, and driving long-term success in 2024 and beyond.

Are you interested in using omnichannel messaging for your brand? Kpability can help you out with that! Just send us a message and we can help you out.

Want to learn more about omnichannel messaging? Our partner, Infobip, has more information for you on the topic. Just click on this link for more information.