How Omnichannel Marketing Can Benefit You and Your Brand, According to Top Research Firms

Omnichannel marketing, the customer communication strategy that focuses on providing a seamless and consistent experience across multiple communication channels, can have big benefits for your brand. Studies have also supported this. 

According to a study from the Journal of Economics, Finance, and Administrative Science, the use of omnichannel marketing “consistency positively affects product and service satisfaction.” This was found to be true on product and retail service satisfaction. 

The Competitive Edge of Consistency in Omnichannel Marketing

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity, and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction). They used customer data from 260 surveys that were analyzed using structural equation modeling (SEM). The data were collected from the emerging economy in Moscow, Russia. 

The study contributes to the marketing communications theory by defining the three components of omnichannel IMC. It also adds to the customer behavior theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.

Another study that backs up the importance of omnichannel marketing was performed by McKinsey and Co. According to them, more than half of B2C customers engage with three to five channels each time they make a purchase or resolve a request. 

In addition to this, the average customer that made a reservation for accommodations, such as a hotel room, switched nearly six times between websites and mobile channels. When they get inconsistent information or can’t get what they need, they may lose interest in a brand’s products or services. And this can translate into business outcomes. McKinsey and Co. also found that customers shop 1.7 times more than shoppers who use a single channel. They also tend to spend more.

McKinsey: Personalized Omnichannel Marketing Boosts Revenue and Retention

McKinsey reported that personalization across multiple channels can significantly improve the effectiveness of marketing. Key takeaways from their findings include a revenue increase from personalization. Companies using advanced omnichannel personalization see an average revenue increase of five to 15 percent. As for customer lifetime value (CLV), personalized experiences across channels contribute to higher CLV, as customers are more likely to engage with and remain loyal to brands that understand and anticipate their needs. 

There are also increased conversion rates. In fact, McKinsey highlighted that personalized omnichannel campaigns often convert at higher rates due to targeted, relevant messaging. For instance, cart abandonment emails sent through multiple channels—email, SMS, and mobile app notifications—often lead to a higher likelihood of completing a purchase. This study underscores the effectiveness of using data-driven personalization as a core element of omnichannel strategies, which ultimately improves revenue and customer loyalty.

Aberdeen Group: Financial Gains from Omnichannel Strategies

The Aberdeen Group also analyzed the financial performance of companies using omnichannel strategies compared to single-channel approaches, revealing improved retention rates. Companies with omnichannel strategies reported an average 91% higher customer retention rate year-over-year. There was also revenue growth, and organizations using omnichannel strategies saw a 9.5 percent increase in annual revenue, compared to 3.4% for single-channel marketing. 

Customer satisfaction was also significant, with the study finding a positive correlation between omnichannel strategies and customer satisfaction rates. When customers can transition smoothly between online and offline channels, they tend to have higher satisfaction and are more likely to become repeat buyers. This study illustrates the direct impact of omnichannel marketing on financial metrics and customer retention, affirming its strategic value in driving business growth. 

PWC: Omnichannel Marketing as a Competitive Advantage

According to PWC’s Future of Customer Experience Survey, customer expectations and experiences indicate that omnichannel marketing is increasingly essential to meet evolving consumer expectations. With a demand for consistency, 73 percent of consumers surveyed said they expect a seamless experience, regardless of the channel they use. There is also a willingness to pay for convenience, with 43 percent of consumers stating they are willing to pay more for greater convenience and flexibility, which omnichannel marketing can provide. Brand perception and trust also increase with omnichannel marketing.  It helps build customer trust, as they perceive a brand that’s aligned and aware of their preferences and interactions. 

PWC’s research highlights that in today’s competitive market, convenience and a consistent brand experience are crucial in fostering positive customer perceptions and driving loyalty. 

Harvard Business Review: The High-Value Omnichannel Shopper

A 2017 study published by the Harvard Business Review cited that researchers conducted a survey with over 46,000 shoppers and found that omnichannel customers were more valuable than single-channel shoppers. Key findings include that customers were more willing to spend more. In fact, customers who used more than four channels spent, on average, 9% more in-store compared to those who used a single channel. They also had increased loyalty. In fact, omnichannel customers were 23% more likely to make repeat shopping trips within six months. There was also cross-channel engagement. In fact, customers who researched online before purchasing in-store or combined digital and physical channels had higher engagement and satisfaction. This study demonstrates that a seamless omnichannel experience not only encourages more spending but also builds customer loyalty and retention. 

MIT Sloan: Enhanced Customer Satisfaction Through Integrated Channels

The Massachusetts Institute of Technology (MIT) Sloan Management Review Study on Customer Experience also conducted research on the link between omnichannel marketing and enhanced customer experiences, focusing on companies that had integrated multiple channels. They found that improved customer satisfaction occurred with brands with omnichannel experiences. They also reported higher satisfaction scores and that customers value the convenience and flexibility of accessing a brand across different channels. 

There was also revenue growth and brand loyalty. The study found that companies employing effective omnichannel strategies experienced higher revenue growth rates than those relying on a single channel. This growth is attributed to better customer retention and brand loyalty, as customers can engage with brands more flexibly and consistently. This research highlights the importance of aligning touchpoints to improve satisfaction and loyalty, which directly contributes to revenue growth. 

Google Insights: Digital Influence on In-Store Purchases

Google has also published research on shoppers that were influenced by omnichannel marketing. They examined how digital touchpoints influence in-store shopping behaviors. Their insights showed that search engines influence purchase decisions. In fact, 82% of smartphone users consult their phones on potential purchases while in-store, showing the importance of a cohesive digital presence to support physical shopping. 

There is also multiple touchpoint impact, such that 90% of retail shoppers use more than one channel during their customer journey, such as researching online and purchasing in-store (ROPO: Research Online, Purchase Offline). 

Mobile phones are also really important in omnichannel marketing. The study noted that effective omnichannel marketing should include a strong mobile strategy since most in-store searches happen on mobile devices. Optimizing mobile websites, apps, and ads can capture customer intent and drive purchases. These findings emphasize the need for an omnichannel strategy that integrates online and offline experiences, especially considering the role of mobile in bridging these channels.

Conclusion: Why Your Brand Needs an Omnichannel Strategy

These findings underscore that businesses adopting omnichannel strategies are better positioned to capture customer loyalty and adapt to changing consumer expectations. For companies aiming for growth and competitive advantage, implementing an omnichannel approach backed by customer data and personalization is not just beneficial; it’s essential.

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