Written by, Sandeep Kumar
Updated June, 7, 2021
Omnichannel marketing strategies let a business use multiple ways of representing themselves in front of the target customer.
Omnichannel statistics, which we will talk about below, will help understand the impact of the omnichannel communication approach for brands. But, before we focus on statistics, let’s understand the term “omnichannel marketing trends.” It’s simple; omnichannel marketing strategies let a business use multiple ways of representing themselves in front of the target customer. In other words, using different types of media to showcase your products or services is called an omnichannel marketing approach.
The purpose is to make shopping easy and increase customer retention percentage. Omnichannel marketing also comes in handy when businesses have to deal with different target groups of customers.
Let’s go ahead and find out more about these amazing multichannel marketing statistics.
Source: (E-commerce Germany News, Zendesk)
A global survey by Zendesk revealed sixty-seven percent of customers had visited multiple platforms before making an actual purchase. For instance, the most common steps for deciding include researching online, contacting stores via phone, looking for a store on the internet to visit personally, and ordering online.
Source: (Think With Google)
Data collected by Think With Google indicated that omnichannel strategies help generate around 80 percent of the in-store visits by customers. Furthermore, as much as 74 percent of customers do online research before visiting a physical store. Alongside the online search, they also look for information like opening hours, locations, time waiting, etc.
Source: (Omnisend, Omnisend What we can learn from Omnichannel Statistics)
The following omnichannel data were concluded after having observed roughly five million SMS campaigns. That being said, the data released by Omnisend on omnichannel statistics revealed there are almost 50% (or precisely forty-seven percent) of SMS campaigns that resulted in conversions.
Source: (Commbox, Maxicus, CX Today)
As Paul Jarman, the CEO of NICE InContact, shared on his guest blog on UC Today, as much as seventy-nine percent of users wouldn’t interact with any organization even if there’s just one bad experience. Consequently, this should be and is a wake-up call for many organizations.
In other words, by adopting omnichannel trends like keeping up a consistent customer experience throughout multiple channels—organizations can help themselves.
Source: (Harvard Business Review, Zoominfo, Freshdesk)
A study by Harvard Business Review had been observing the behavior of over 40.000 customers, and this is what it came up with:
Source: (Harvard Business Review, Contentor, Business Insider)
A recent study indicated that consumers using multiple channels for their research before shopping spend ten percent more than single-channel consumers. Further data revealed that those who are checking on more than 4 channels are inclined to spend more in-store, in this case, nine percent more, opposed to those who look up just a single channel.
In addition to this, another set of omnichannel data revealed that over 70% of B2B businesses also come up with the conclusion that omnichannel users are more valuable than single-channel users. Thus, more or less, 75% of the omnichannel users eventually end up going for e-platforms that fully support omnichannel as such.
Source: (Hubspot, Microsoft, Customer Thermometer)
Following Microsoft’s data results, it turns out that ninety percent of customers first look for a website or a portal to contact customer service. It’s more than obvious that telephone-based customer service is on its way to history.
It looks more and more outdated, it’s hard to say the exact prognosis, but it certainly isn’t the most preferred communication method anymore.
The omnichannel data collected through the automation process by Clickz showed nearly 19% of customers engaged through three or plus channels. Whereas single-channel marketing engagement rates made up about 6%. Or let’s take a look at some other omnichannel stats on purchase rate and engagement rate (based on people using 3+ channels):
The purchase rate on those using 3+ channels is around 9%, opposed to 3% of single-channel users.
Simultaneously, the engagement rate depicted quite a difference too. People using more than three channels reached nearly 19%, compared to those using a single channel and reached only 6%.
Source: (Omnisend, Campaign Monitor, Retail Dive)
Omnichannel facts give us a basic idea about the most crucial aspect of marketing today – customer retention rates. The difference in the data drawn makes it clear the winner is the usage of omnichannel marketing trends.
Further data also point out that omnichannel marketing has a retention rate of over 66% compared to the 34% retention rate of a single channel.
Source: (Smartercx, Bloomreach)
Based on answers gathered from more than 44.000 customers, the results concluded that no more than 23% of customers revisited the same retail store they found through omnichannel marketing strategies (in the first 6 months). It is widely known that a repetitive customer will more likely spread the word about your business with their family and friends.
Source: (American Express)
A survey published by Kibo Software indicated a high probability of consumers moving further away from their regular retailer if the retailer doesn’t offer their preferred shipping option. Consider this to be one of the most critical factors caused by omnichannel retail trends. For a simple reason—There’s always an alternative!
Source: (Business Insider, Check Point Software, VXChnge)
With the rapid growth we are witnessing, it is quite predictable that soon the world will be more tech-obsessed than what already is. And when that happens, digital marketing will no longer be an option but a necessity for businesses.
For instance, let’s think about the recent data Business Insider revealed to us—41 bn IoT (Internet Of Things) devices will represent a bridge between consumers and organizations or retailers.
But, then what about this following information: more than 60% of vehicles will ‘’fasten’’ their seatbelts to the Internet by the not that far away 2023. This, however, shouldn’t be jaw-dropping information since it’s no secret that the automobile industry is infusing more or less a 100 bn on development and in-depth research on cars that drive on their own.
Source: (Smart Insights, Kinsta)
The latest omnichannel facts released by Google stated that users commonly use multiple devices while making an online purchase.
For example, some users might use their work computers to browse a specific product and order the same product from their mobile app after a long thought process. Hence, it’s because of situations like these that retailers should be equipped to save sales.
Source: (SuperOffice, GlobesNewswire)
Following a report shared by SuperOffice, customer experience seems to be one of the most important factors affecting the consumer’s buying behavior. With that being said, forty-nine percent of buyers underlie impulsive purchases due to a good experience with a retailer.
Source: (Gartner, ET CIO)
Gartner reported that exactly 25 percent of customer service operations are already incorporating and using virtual assistants or chatbots to serve customers faster and more efficiently.
This is quite a percentage increase if looking back to 2017 when this number was a mere two percent.
Source: (Hubspot Microsoft Word Transcript, HelpScout)
Yes, confusing and difficult to go through purchasing processes are a big issue. According to a report published by Help Scout, 74 percent of consumers will end their loyalty towards you if they find the buying process too difficult. This won’t only make companies lose profit, but it will also reduce the organization’s goodwill for long-term stability.
Source: (HelpScout, Fortunly)
HelpScout stated sixty-four percent of customers prefer smooth and polite customer service while making their purchases.
Moreover, in some cases, it has been reported that customers are ready to pay even more to have excellent customer service.
The omnichannel statistics mentioned above prove that it is high time for retailers and companies to adopt new business techniques. Instead of using a single-channel network, investing a little more in omnichannel marketing trends will help them in expanding their growth rapidly.
Moreover, omnichannel practices will help increase profit and boost retailers’ or companies’ permanent goodwill.
Omnichannel strategy is a combined process of designing a plan to cover various touchpoints. For example, designing a mobile app can help provide showtime information, ticket booking facilities, customer service, and issues resolving.
In short, omnichannel is about using multiple platforms of communication to assist customers.
Forty-one billion IoT devices are estimated to be taking over by 2027 worldwide. It will demand technological growth to survive in the market. Hence, companies and retailers will have to adapt to the change to beat the competition.
Since 80% of consumers use their smartphones to read reviews, check prices, and look for information while buying from physical stores. Therefore, this means that businesses will expect retailers to sell these products online as well, or perhaps customers will start looking for alternatives to make purchases from other stores.
With the rapid digitization, companies are rapidly growing too. Within the next year or so, nearly 35% of companies will be digitized to beat their competitors in the market.
If we observe the present scenario, we can see how businesses transform themselves to survive the competition. And if we talk about customer services, more than 60% of Americans prefer websites or apps to resolve their customer service requirements.
This data is not solely based on customers making online purchases but also in-store purchases. Ultimately, this is how and why omnichannel is vital to organizations and businesses across the globe.