Reaching your target audience is easier than ever. Businesses have plenty of ways to promote their brand and products: email, website, social media, messaging apps, and many others.
And if you think it’s a bit much, think again. According to omnichannel statistics, 50% of today’s customers use at least four touchpoints before making a purchase. A business that only uses two channels to distribute content and promote itself will likely struggle to get new customers.
That’s what makes the omnichannel approach so important. Being present in multiple places and allowing users to switch between different channels seamlessly will bring you plenty of new customers.
Are you ready to learn from these omnichannel stats?
Fascinating Omnichannel Statistics (Editor’s Choice)
- 87% of retailers think an omnichannel marketing strategy is critical or very important for their success.
- Consumers shopping across multiple channels have a 30% higher lifetime value.
- 47% of ecommerce companies believe that the omnichannel strategy is essential for their business in 2021 and beyond.
- Companies with strong omnichannel customer engagement will see a 9.5% rise in annual revenue.
- During Cyber Week 2020, curbside pickup meant having a 31% higher website conversion rate.
- 60% of Millennials expect brands to provide consistent experiences across multiple channels.
- By 2023, the global omnichannel retail commerce market is projected to grow to $11.01 billion.
Eye-Opening Omnichannel Marketing Statistics
1. 91% of retail brands use at least two social media platforms.
(Adweek)
Having multiple social media channels for a brand has many benefits. For one, businesses raise their chances of reaching their target audience. Even though internet users have an average of eight social media profiles, they don’t spend the same amount of time on each. If they prefer Instagram, they may not even see your discount posts on Twitter.
Next in the line of omnichannel benefits is familiarity. The more your buyers see certain products on different social media platforms, the more likely they are to make a purchase. They don’t say “familiarity breeds contempt” for nothing.
2. According to 87% of retailers, an omnichannel marketing strategy is critical or very important for their success.
(Research Live)
Nowadays, retailers who don’t have a social media page or at least a website are seen as sketchy and untrustworthy. With almost 90% of marketers seeing the importance of omnichannel marketing, you’d think everyone has been doing it.
However, multichannel marketing statistics show that creating a seamless experience is not that easy. In fact, 11% of marketers admit that rolling out a multichannel campaign is hard. It’s not enough to just have several social media profiles and a website. They need to be well-connected and offer a fully-integrated experience, too. Achieving that can be a real challenge.
3. 47% of ecommerce companies believe that the omnichannel strategy is essential for their business in 2021 and beyond.
According to Statista’s global study on the importance of the omnichannel strategy, almost half of the ecommerce companies answered with “Very important”. Another 20% of respondents selected “Quite important”, and 19% of ecommerce businesses replied with neutral answers.
4. Using three channels instead of one for a marketing campaign results in a 287% higher purchase rate.
(Omnisend)
According to omnichannel marketing statistics, if you’re only using email to reach potential customers, you can’t expect a very high revenue. However, using social selling as well as SMS on top of that could be a game-changer. Omnichannel stats show that multichannel campaigns using SMS have a 47.7% higher chance of ending with a conversion.
5. Creating a cohesive customer journey across different channels is important to 86% of senior-level marketers.
(The Pedowitz Group)
As mentioned before, simply being present on multiple channels isn’t enough. Here’s one example of why a seamless omnichannel experience matters so much. Omnichannel shopping statistics say 71% of shoppers use mobiles in stores. They’re doing so out of convenience — they find what they like, how much it costs, then simply pick it up in the right section.
Now imagine what happens if your website isn’t updated. Whether it shows products that aren’t for sale anymore, or the prices haven’t been updated, the shopper will be frustrated and leave the store in no time.
6. 42% of retail executives spend up to half of their marketing budget on omnichannel initiatives.
(Iterable)
According to omnichannel facts, they would be spending even more if it wasn’t for the lack of resources. In fact, 64% of marketers admit that the lack of investment and resources is their number one obstacle to omnichannel marketing.
Even so, 6% of marketers spend up to 100% of their marketing budget on omnichannel initiatives. They surely wouldn’t be doing it if it didn’t bring any results.
7. Consumers shopping across multiple channels have a 30% higher lifetime value.
(Think with Google)
Though omnichannel statistics show how important it is to sell across multiple channels, let’s remember that 75% of purchases still happen in stores. Consumers mostly use social media, websites, and apps to do their research and compare different retailers. Once they have set their mind on something, they may order it online. But if the store isn’t too far away, they won’t be willing to wait a couple of days for their order to arrive. Instead, they’ll go to the store to pick it up themselves.
Even though omnichannel stats prove internet presence brings in a lot more revenue, there’s more to it. Aligning online experience with the in-store one can ensure you don’t lose your shoppers.
Customer Satisfaction Omnichannel Stats
8. Companies that employ omnichannel strategies have a 23 times higher customer satisfaction rate.
(NewsCred Insights)
Having a strong omnichannel strategy doesn’t only mean your messaging and products are aligned across different channels. It also means your customer support system remembers each customer and can relay them to the same representative every time.
According to omnichannel customer support statistics, 89% of customers get irritated having to repeat their problems to several representatives. A coherent omnichannel strategy prevents that by having your customers’ needs met.
9. Companies with the best omnichannel customer engagement strategies turn 89% of buyers into loyal customers.
(Forbes)
Retaining current customers is even more important than getting new ones. For one, businesses spend less money on keeping existing customers on board than on acquiring new ones. On top of that, loyal customers are a steady source of revenue, while new customers can turn out to be just one-time buyers.
According to omnichannel retail statistics, companies with weak omnichannel strategies retain only 33% of their customers. It’s obvious that implementing an appropriate omnichannel strategy pays off.
10. 87% of customers believe brands need to put more effort into providing a more seamless experience.
(V12)
In this day and age, customers are looking for maximum convenience. If your app doesn’t reflect the state of your products in stores, or your customer support system isn’t aligned across channels, your business will suffer.
Omnichannel customer service statistics say that more than 35% of customers want to contact the same customer service representative on any channel. Top omnichannel companies make that possible. Those that cannot provide such experience should put more effort into meeting their customers’ needs and wants.
11. 57% of the US digital buyers say they check prices through a retailer’s app when shopping in a physical store.
(eMarketer)
As we’ve mentioned multiple times already, the main benefit of an omnichannel approach is the convenience it provides customers with. Instead of going through numerous stores to find what they’re looking for, customers will use filters on your website and jump right to the sought-after section.
However, not all omnichannel approaches are created equal. In 2020, besides augmented reality and omnichannel data analysis, businesses will need to pay attention to brand intimacy as well. Personalizing the journey for every customer will help businesses stay at the top of their omnichannel game.
12. 60% of Millennials expect brands to provide consistent experiences across multiple channels.
(Iterable)
Omnichannel research shows that Gen Z and Millennials are most likely to be “bought” by an effective omnichannel strategy. In fact, both generations spend most of their money on products they stumble upon on Snapchat or Instagram.
Social shopping is becoming increasingly important for brands across the globe. Platforms such as Instagram, Facebook, or Pinterest offer plenty of chances to connect to potential shoppers through AI, VR, and IoT. Businesses that don’t master these will likely be left behind.
Omnichannel Retail Trends
13. During Cyber Week 2020, the option of curbside pickup meant a 31% higher website conversion rate.
(Adobe, Digital Commerce 360)
These omnichannel ecommerce statistics point to one of the most important trends in 2021. For reasons of safety and convenience, BOPIS, curbside pickup or click-and-collect became the most popular option after same-day shipping.
As omnichannel marketing trends show, customers focus on convenience, speed, safety and of course, price. So by August 2020, 43.7% of the top 500 retailers offered curbside pickup, compared to only 6.9% in 2019.
On top of that, most omnichannel growth during the same period came from online sales, as brick-and-mortar saw a dramatic drop last year. It’s clear that ecommerce plays a huge role when it comes to omnichannel strategies.
14. By 2023, the global omnichannel retail commerce market is projected to grow to $11.01 billion.
(Market Research Future)
Omnichannel trends show this market is experiencing tremendous growth, and it will continue to do so in the years to come. Between 2017 and 2023, experts predicted a compound annual growth rate (CAGR) of 21.48%.
With the adoption of smartphones and tablets, ecommerce has become more convenient than ever before. According to Market Research Future, ecommerce is what has been driving this growth.
15. Companies with strong omnichannel customer engagement will see a 9.5% increase in annual revenue.
(Customer Think)
Omnichannel statistics show that implementing a high-quality omnichannel strategy can help generate more revenue. On average, shoppers go through almost six touchpoints before making a purchase. Connecting those touchpoints and creating a seamless shopping experience is crucial. However, if your omnichannel strategy is weak, omnichannel facts state you’ll only see a 3.4% growth.
16. As little as 7% of marketers can provide omnichannel in real time, all of the time.
(BigCommerce)
In other words — integration is the key! To build up brand intimacy, businesses are to introduce a holistic approach that is bound to entwine with every aspect of a customer’s experience.
Following this, to achieve such high-level integration, every channel should communicate effectively to drive the next interaction with a client in an efficient way. Companies that maintain such consistency across all touchpoints will more than likely win more customers over and stay ahead of their competition.
Omnichannel Matters
More than half of shoppers use four touchpoints before making the final purchase. An average shopper uses almost six. It means you need to take advantage of as many channels as possible if you’re looking to beat the competition. For example, having a brick-and-mortar store, a website, several social media profiles, an app, and a strong email campaign should do the trick.
Omnichannel marketing impact statistics suggest that as long as these different channels are well-connected and allow a fully-integrated shopping experience, your revenue will soar.
You better start creating an omnichannel strategy today if you haven’t started yet. Good luck!
FAQs
Q: What is an omnichannel strategy?
An omnichannel strategy serves to create a fully-integrated shopping experience for customers. Between an app, a website, social media, email, and brick-and-mortar stores, customers need to have a connected experience.
That said, the question “What exactly does omnichannel mean in retail?” might have been making rounds in your head. Let us answer it for you.
According to omnichannel statistics, 50% of shoppers use four touchpoints before making a purchase. These customers may find your shop on Facebook, and if it’s close-by, they might decide to visit the store. If they find what they like but not in their size, a good omnichannel strategy will allow them to still make a purchase. They can scan the product, add it to the virtual cart on your website, and purchase it later online. This is just one of the omnichannel strategies businesses can create to gain new customers and retain existing ones.
Q: Is omnichannel the future?
Judging by the retail omnichannel trends, it is. The global omnichannel retail commerce market will likely reach $11.01 billion by 2023, and it’s not surprising. According to retail omnichannel statistics, 45% of executives believe that omnichannel shoppers’ value is 11-50% higher than that of single-channel shoppers.
When it comes to the future of omnichannel, it will rely heavily on AI, AR, VR, and new technologies in general.
Q: Why is omnichannel important?
Nowadays, the best way to attract shoppers to your brand is to make their shopping experience convenient. They want to be able to start shopping on mobile, then continue on PC. They should be able to find what they need on your website and get the same product in your store nearby. According to omnichannel customer support statistics, shoppers want that same kind of integrated experience in customer service. If you can provide that, you’ll be way ahead of the competition.
There’s another perk of having an omnichannel strategy. By being present on multiple channels, you’re reaching more people. The more those people keep seeing your brand, the more likely they are to purchase something. Omnichannel statistics show that this approach pays off. Companies with successful omnichannel strategies turn 89% of shoppers into loyal buyers, and their customer satisfaction rates are 23 times higher.
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