What is OmniChannel Marketing?

Image: Millenial CEO

You have most likely heard this term ‘omnichannel marketing’.  So what is it and does it effect eyecare professionals? Omni Channel is defined as a multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, or by telephone, or in a bricks and mortar store and the experience would be seamless ‘ HubSpot 

Image: Millenial CEO
Image: Millenial CEO

Omni Channel marketing affects any person who has anything to sell whether product or services.  For eyecare professionals this can take take several paths. On Facebook, have a button book now (appt), Pinterest would have an eye exam board, Instagram would have #eyeexam, and your website would have a Book Now appointment page. The focus would be on eye exam for #eyehealth. If you were promoting contacts and have order now button for contacts, you would promoting re-ordering contact lenses via all channels and even have an app.

Eye Bogglers:

  • Omni channel shoppers have a 30% higher lifetime value than those who shop using only one channel
  • 90% of customers expect consistent interactions across channels.
  • 64% of marketers cite lack of resources and investment as their top barrier to omnichannel marketing.
  • 45% of retailers cite omni-channel efforts as a top priority for their business in 2015.

What does that mean for eyecare professionals?

  • Should you invest in a mobile app that allows the customer to shop?
  • Is your website Mobile friendly?
  • Should you put a shopping cart on your website?
  • Should you put a Shop Now on your Facebook Page?
  • Should you put a #shopinstagram on your website?
  • Should you invest in #richpins on Pinterest?
  • Should you have an online chat?
  • What kind of training should staff have?

Maybe you are not ready to do a SHOP NOW button on your social media, but you can still pay attention to the message you are sending out. The first step is to walk in your customers shoes. The Customer or your patient is the center of omni channel marketing. No longer is it about you, it is about the consumer.

Once you make yourself your customer and this is a good time to ask your staff, determine if:

  • Your message across all channels Is consistent
  • Your message appealing to your audience?
  • What channels are best for you to focus on.
  • What type of training/ awareness of your channels should all staff have?
  • How and what to track in your marketing channels.

After you have determined the above, set a goal and objective, make a plan and go for it .


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