Understanding Omnichannel Communication
Modern marketing and branding efforts require a presence in a variety of channels. Businesses might have a physical store location, website, social media accounts, and pop-up shops. Ideally, the customer experience between these channels is streamlined to feature a consistent brand voice and style.
Capital One reported that nearly three in four retail consumers use multiple channels to shop, and that these shoppers provide a 30% higher return on investment than consumers who only use one. That may largely be attributable to the fact that retailers offering multiple channels retain 90% more customers than those offering only one.
Importance of Physical Touchpoints in Building Brand Experiences
Although the way people shop online is different from the way they browse and make purchases in-person, these two approaches do not have to be mutually exclusive. The way that companies go about it can shape the brand experience for the consumer. When shoppers go to a store, they tend to use more of their senses to gain a feel for the quality of products and services. Customers also like to use technology to improve their experiences. Businesses can integrate the two to create interactive displays that provide a step up from the traditional physical or online shopping experience.
Physical touchpoints such as modular displays, portable counters, or backlit signage can serve as useful extensions of a brand’s digital presence, helping maintain consistency across environments without introducing a promotional tone.
How to Integrate Physical Touchpoints Into Omnichannel Communications
Collect User Information: In order to create physical displays that appeal to the target consumer, businesses need to know more about their customers. AI-powered data analysis can make short work of figuring out what customers look for and how they spend their time in online shopping channels. Customer data collection should be above-board, giving users clear methods to opt out.
Analyze Data to Personalize Content: If customers want a personalized experience with a brand, data analysis is the way to provide it. Modern technology can simplify data collection and processing, as well as generating useful content for consumers in whichever channel they prefer. For example, AI can evaluate a customer’s shopping patterns and identify which products might be a good fit for their preferences. It can then deliver these branding-consistent recommendations via email, in-app interactions, on social media, or through physical display elements such as interactive kiosks or updated fabric graphics that reflect current campaigns. McKinsey noted that 71% of consumers expect personalization, and most may actually be unhappy with their brand experiences if they do not get it.
Centralize Customer Data: For companies looking to create truly immersive brand experiences that move seamlessly from one device to another, centralization is key. Customers want to be able to browse online and then head to the store without creating a disconnect between the two. Centralization of data, perhaps using a cloud-based platform, allows the business to maintain current information about the customer that is available from all devices at once. This technology makes it possible to add value to the brand experience, such as delivering a coupon to an online user when they arrive at a physical store location.
Design Immersive Experiences: If the goal is to create an unforgettable brand experience, immersion is the path to success. Businesses can choose from a selection of portable display counter options, including:
- Touchscreen information centers
- Gesture controls
- Shopping displays
- Augmented reality or virtual reality
- Integration with mobile apps using quick-response (QR) codes or near-field communication (NFC) tags
Brands may also incorporate adaptable display categories—such as modular structures, fabric displays, or backlit frames—to reinforce visual identity and support interactive or tech-enabled components. Encouraging consumers to earn points through gamification or creating displays that simplify social media interaction can extend the reach and long-term brand positioning.
Get User Feedback
The best way to know if a marketing promotion or brand campaign is a success is to ask the consumers directly. Businesses should keep surveys simple and easy to answer, with a combination of open-ended and multiple-choice answers. This data, along with metrics concerning leads, conversions, and brand engagement, can help to complete the picture of the success of the experience.
For many companies, omnichannel communications are the top way to build consumer engagement and customer loyalty to the brand. Utilizing all channels effectively usually means integrating tools across experiences, from in-store shopping to social media browsing. By integrating physical displays into a seamless shopping interface, businesses can increase their return on investment for omnichannel marketing and communication.
