A Simple Way to Copy Nike’s Omnichannel Strategy
In the last year or so, emerging brands have undergone a big shift from DTC only towards an omnichannel strategy, giving customers a consistent, frictionless experience across all of a brands’ touchpoints. By aligning themselves with this particular strategy, brands are able to bridge that gap between digital and physical touchpoints, resulting in better customer experience.
Why is Omnichannel important?
In this fast-paced digital era, it is essential for brands to embrace an omnichannel approach to survive in a post-iOS world and meet the evolving needs of customers. Here are three reasons why it is important to make the transition in 2023:
- Customers’ behaviors and expectations
- Sustainable Growth
- Omnichannel customers being high value.
First, being present across all channels is essential. This is because different shoppers are buying in different channels. Consumer research shows that shoppers usually start their journey on marketplaces like Amazon. Then move on to retailer pages, i.e. Macy’s and Walmart. And, finally, go to brand pages.
The reasons for visiting these channels vary. Shoppers will find the lowest price in marketplaces like Amazon. On a retail site, a shopper can compare brands and additional services. Finally, shoppers can go to the website to learn the brand’s mission, values, and access additional perks and warranties.
Omnichannel expert, Melissa Minkow says, “Brands need to be like the Oscar-winning movie, “Everything, Everywhere, All at Once.” By providing customers with an omnichannel experience, brands can cater to diverse customer preferences and create flexibility at every touchpoint.
To explain the second reason above, we need to flash back ~10 years. At the time a new crop of consumer companies emerged, they skipped the traditional retail growth path. They were fueled by a combination of social ads (Facebook, Instagram, etc.) and direct sales on the website. Think Warby Parker, Everlane, The Honest Company, Away, and Casper.
That playbook fell apart with the iOS 14 privacy update which was aimed at protecting user privacy and severely hamstrung brands’ ability to target potential buyers. Apple devices are no longer passing cookie data to Facebook, and custom acquisition costs shot through the roof.
Obvi founder, Ronak Shah, says, “Brands need retail more than ever, because it brings blended customer acquisition costs down.”
Gone are the days of being a one-trick pony. As a result, brands are reverting back to traditional approaches and are in a mad rush to get into retail.
Finally, the omnichannel customer is high value. Nike recently reported that customers buying in multiple channels are “at least twice” as valuable as purely online shoppers. Brands who understand that are pursuing traditional retail channels to survive and thrive.
How to create an omnichannel customer
Creating the omnichannel customer can be easy if brands adopt these three techniques:
- Giving your brand a presence in every channel.
- Making your customer aware of the array of channels.
- And, finally, reminding them of that presence often.
This is easier said than done. Each channel has its own strategy, rules, and nuance. So brands should be thoughtful and deliberate about their growth paths. Check out the Omnichannel Marketer podcast to learn from brands breaking ground in new channels.
Giving customers the feeling of visibility at every phase of their omnichannel journey is essential. It shouldn’t matter if they are in store or on an app. The expectation is that the interaction should be seamless, conveying a sense of attentiveness and care to the customer.
Personalizing the customer experience and maintaining a cohesive identity are crucial components of an effective omnichannel strategy. By being present on every platform where customers are active, brands establish credibility and authenticity, which will drive customer loyalty.
