Deploying omnichannel strategies in lockstep with using first-party data for identity-based targeting can help marketers combat a key challenge — making optimal allocations of marketing budgets that are expected to work harder than ever before.
In our era of fluid consumer journeys and rapid tech development, it’s time for brands to go beyond omnichannel and think about creating omni experiences.
Its efforts to become an ‘omni-always’ retailer have so far fallen short.
"Every touchpoint is an opportunity for brand experience and to sell", says Mike Forster on the agency's Shopex launch in Indonesia.
As consumers seamlessly hop between physical and online, brands are expected to provide real-time stock information and personalised experiences across all of their touchpoints. But they must demonstrate a value exchange to consumers to collect the data they need.
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