The Power of Omnichannel: Reaching Holiday Shoppers Wherever They Are
In today’s holiday shopping landscape, consumers expect a seamless experience across multiple channels. From browsing online to shopping in-store, and even discovering products via social media, holiday shoppers are everywhere—and your brand needs to be, too. In our first post on mastering the shortened holiday shopping window, we discussed the importance of early planning. Now, we’re diving into how an omnichannel strategy can help you connect with consumers wherever they shop and ensure your brand stays top-of-mind this holiday season.
Download our eBook for Holiday Success
Want more insights on navigating the complexities of omnichannel holiday shopping? Download our eBook, Unwrap Success: An Advertiser’s Guide to the 2024 Holiday Shopping Season, for detailed strategies on winning the busiest shopping season of the year. Get your copy here!
The Rise of Omnichannel Shopping
In 2024, holiday shopping is no longer confined to a single platform. Consumers move fluidly between online and in-store experiences, expecting the same level of convenience, value, and personalization across every touchpoint. According to a recent study, over 60% of shoppers use multiple channels when making holiday purchases, and this trend is only growing. The modern shopper may browse products on their phone, check reviews on a desktop, and ultimately make the purchase in-store.
Brands that fail to engage across these channels risk missing out on key opportunities. The ability to provide a unified shopping experience can mean the difference between securing a sale and losing a customer to a competitor.
Key Omnichannel Platforms to Leverage this Holiday Season
To capture the attention of omnichannel shoppers, brands need to be present where consumers are spending their time. Let’s break down a few of the key platforms your brand should focus on this holiday season:
Amazon and Walmart
These retail giants are dominating both the online and in-store markets, making them crucial platforms for brands. Amazon alone is expected to capture over 41% of total e-commerce sales this holiday season, and Walmart’s blend of in-store and online capabilities ensures it remains a key player.
Emerging Platforms (Temu and Shein)
These platforms are rapidly gaining traction among price-sensitive consumers. In fact, Temu saw a staggering 1674% increase in monthly visitors between September 2022 and July 2023. Brands that target budget-conscious shoppers should consider these emerging platforms to expand their reach.
Social Media
With over 52% of social media users expected to make a purchase directly through a platform in 2024 social commerce is becoming an indispensable part of any omnichannel strategy. Platforms like TikTok, Instagram, and Pinterest offer unique opportunities for brands to engage with shoppers through shoppable posts, influencer partnerships, and even live shopping events.
Creating a Seamless Omnichannel Shopping Experience
Successfully engaging omnichannel shoppers requires more than just showing up on multiple platforms—it’s about creating a cohesive and seamless experience that follows them throughout their shopping journey. Here are some tips to help you optimize your omnichannel strategy:
Align Messaging Across Touchpoints
Ensure that your messaging, offers, and branding are consistent across all platforms. Whether a shopper is interacting with your brand on social media, a website, or in-store, they should have the same experience.
Leverage Data for Personalization
Use data from your various platforms to personalize shopping experiences for consumers. Whether it’s offering product recommendations based on browsing history or sending targeted ads based on geographic location, personalized content can significantly increase conversion rates.
Streamline the Checkout Process
Make it easy for shoppers to move between channels. For example, allow customers to buy online and pick up in-store (BOPIS) or provide seamless mobile payment options for those shopping on-the-go.
Why Digilant Recommends an Omnichannel Approach
To stay competitive in the 2024 holiday season, your brand needs to embrace an omnichannel strategy. By being present where your customers are, delivering a consistent experience across platforms, and leveraging data for personalization, you’ll maximize engagement and drive sales. An omnichannel approach ensures you’re capturing shoppers at every touchpoint, from online to in-store.
For a deeper dive into optimizing your omnichannel strategy, download our eBook, Unwrap Success: An Advertiser’s Guide to the 2024 Holiday Shopping Season.
What’s Next: Find the Right Ad Mix for Maximum Reach
Building a seamless omnichannel experience is key, but ensuring your ad spend is strategically distributed across key channels is equally important. In Part 3, we’ll explore how to balance your ad mix across search, social, and retail media for maximum reach. Check out Part 3 here to fine-tune your holiday campaigns for the 2024 season!