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<\/p>\nOmnichannel is sometimes viewed as an \u201caspirational\u201d content strategy, though retailers would be wise to go ahead and aim high.<\/p>\n
Developing good content for multiple shopping platforms is only becoming more critical. With rising mobile use and a growing comfort with online shopping, more sophisticated approaches are necessary to reach today\u2019s (and tomorrow\u2019s) shoppers.<\/p>\n
We\u2019ve gathered some links to help you discover the how and why of omnichannel, along with some ways you can make it work for your brand.<\/p>\n
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Both multichannel and ommichannel strategies aim to bring content to as many platforms as possible. But omnichannel steps it up by attempting to unify content across all channels, from digital to in-person purchases.<\/p>\n
A successful omnichannel retailer assumes shoppers will bounce from channel to channel, gathering product info and comparison shopping before making a purchase. They strive to make each shift as smooth as possible by creating and publishing the most appropriate content at each stop along the buying journey.<\/p>\n
An Omnichannel Approach Can Benefit Content Providers and Marketers<\/a>\u00a0\u2013 EContent<\/p>\n The Definition of Omnichannel plus 7 Tips<\/a> \u2013 Marketo<\/p>\n Content must fit each retail channel\u2019s requirements while existing in harmony with other selling platforms, including the brand\u2019s site, brick and mortar stores, and social media. Most importantly, the omnichannel approach puts consumer behavior at the center of content creation.<\/p>\n What are customers doing to necessitate a change in strategy? Read on for some key points.<\/p>\n Shoppers are dictating new content criteria, demanding \u201csocial validation, accurate product information, real-time accurate inventory information, competitive pricing, convenient fulfillment and convenient returns.\u201d<\/p>\n Our multi-screen world<\/a>, of course, has directly influenced modern shopping habits. Over 50% of respondents to a recent Nielsen study reported mobile as their most important product research tool.<\/p>\n This means showrooming and webrooming are on the rise. Shoppers expect the product and availability information they encounter to be aligned online and in-store.<\/p>\n Omnichannel: What You Need to Know for 2015<\/a>\u00a0\u2013 Retailing Today<\/p>\n More Than 30% of Consumers “Mobile Only”<\/a> \u2013 Marketing Land<\/p>\n How Will Webrooming and Showrooming Evolve This Year?<\/a> \u2013 Smart Insight<\/p>\n Brands are smart to consider consumer engagement when building a content strategy. For example, millennials\u2019 digital dexterity and social media involvement have a direct influence on consumer behavior.<\/p>\n Imaginary Expert ‘Meghan Millennial’ Explains The Omnichannel Retail Customer Experience<\/a> \u2013\u00a0Forbes<\/p>\n How Millennials Drive Social Commerce<\/a> \u2013 Adweek<\/p>\n No single retailer is nailing omnichannel 100% of the time, but a few key brands<\/a> are lighting the way. Consider these approaches to craft a more seamless shopping experience for your customers.<\/p>\n Marketing to the Omnichannel Consumer<\/a> \u2013 Huffington Post<\/p>\n Mobile Now the Primary Way Consumers Shop Online<\/a> \u2013 Internet Retailer<\/p>\n 5\u00a0Excellent Examples of Omnichannel Retailing Done Right<\/a> \u2013 Multichannel Merchant<\/p>\n 2015: The Year of On-Demand Personalized Shopping<\/a> \u2013 Microsoft<\/p>\n Downright Personal<\/a> \u2013 National Retail Federation<\/p>\n From Clicks to Bricks: How Ecommerce Companies Benefit From Physical Stores<\/a>\u00a0\u2013 Entrepreneur<\/p>\n Take Sony, for example: their teams have established four stops along their customers\u2019 shopping journey: discovery, research and decision, buy and get, and use and own. Each phase requires content tailored to support those actions.<\/p>\n Welcome to Omnichannel Content Strategy<\/a> \u2013 Content Science<\/p>\n One last key point: You can\u2019t create consistently high-quality content without accurate, thorough product info and assets. Start by adopting an asset management system for your brand.<\/p>\nConsumer Behavior at the Center<\/h2>\n
Striving for a Seamless Experience<\/h2>\n
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