Nicki Gibbs of Beehive PR, Crystal Schweim of Olson, and Bernice Neumann of Exponent PR (l-r) share what it takes for omni-channel marketing success.
In an environment where brands connect with consumers in many avenues, omni-channel marketing has become more than just a new buzzword.
To get a feel for what omni-channel marketing really means, panelists at a Minnesota PRSA event today shared examples of brands that are doing it well.
Take Domino’s Pizza for instance. “They are more of a tech company who sells pizza,” said Bernice Neumann, food and nutrition practice leader at Exponent PR. She explained that Domino’s is nimble, ready to pivot, and thoroughly understands their customer.
Other brands succeeding with omni-channel marketing are: The Home Depot, Stitch Fix, Fabletics and Restoration Hardware.
At its heart, omni-channel marketing means looking at the human need with the customer at the center, said Neumann.
This applies in both B2C and B2B settings. “We are all consumers. We really all are human,” said panelist Nicki Gibbs, senior vice president at Beehive PR.
The third panelist, Crystal Schweim of Olson, suggested that PR agencies’ role can be to help their corporate clients break down silos.
From research to the point of purchase, breaking down those silos to successfully guide the customer along his or her purchase journey is important.
Panelists also mentioned brands that missed the mark with omni-channel marketing, and their website was the issue in all instances. The Ann Taylor website was described as “clunky.” H&M only recently offered the opportunity to order online. Anthropologie has high shipping charges with slow delivery.
Whether using public relations, social media, SEO or another tactic, remembering to focus on the customer is sage advice for any brand and is particularly critical in today’s omni-channel marketing environment.