“It’s less about creating another channel to sell product. “For us it’s pretty different. It’s about providing a really great experience.” – Andy Katz-Mayfield, Co- Chief Executive, Harry’s
Omnichannel marketing is getting a lot of buzz.
Here’s a quick way to understand the concept, from Daniel Newman writing in Forbes:
[It's ] “a reflection of the choice that consumers have in how they engage a brand, and therefore is best represented as how brands enable their clients and consumers to use these channels to engage with them.”
Newman points to the emergence of a new breed of “marketers with a hybrid capability to not be just focused on one type of marketing whether it be direct, digital or retail, but rather a marketer that understands experience, and how consumers are seeking ubiquity. From their cell phone to the desktop to an in store visit; we are entering an omni-channel world, where consumers seek an omni-channel experience.”
Omnichannel marketing is not necessarily a new idea, though. It’s more an evolved idea.
For example, in the pre-social media days, one marketing challenge was to integrate consumer promotion, trade marketing and advertising — plus maybe some PR events — into a cohesive marketing mix. Today, there are more platforms than ever to engage with customers and build brands, and that’s exciting for the marketing community.
Those “hybrid marketers” also need to understand the discipline of brand management — and how to apply that expertise in today’s omni-touchpoint world. What’s needed are smart, flexible marketers (those with strong consumer packaged goods (CPG) brand management training should thrive).
With that introduction, let’s explore three current omnichannel marketing initiatives. See what you can take and apply to your company and team.
Founded in 2013, Jack Erwin is a new brand of men’s shoes. This week, the online seller adds a special brick-and-mortar component.
Their approach is a try-on physical outlet dubbed The Fitting Room, opening in New York City on November 13th.
As The Wall Street Journal’s Lauren Sherman explained, it’s a place to get fitted, try on the shoes, and buy. You can’t walk out the door with any product though – there’s no inventory. So, unless you need the shoes immediately, it’s a win – you like them on arrival and know they fit! Continue reading