Omnichannel Marketing

Omnichannel marketing refers to how a company combines all of its available resources―its website, social media, email marketing, call centers, applications, etc.―to keep customers engaged with a product or service.

What is an example of omnichannel marketing?

The best example of omnichannel marketing is the Starbucks Rewards app. 

Starbucks offers every customer a rewards card upon making a purchase. However, this is not an ordinary customer loyalty program. Starbucks allows customers to check their balances and reload their cards on its website, in store, and on the Starbucks app. Whenever a change is made to the card, it gets reflected across all the channels.   

But the app is not the first digital channel in Starbucks' omnichannel marketing strategy. The leading company used email as the first phase of its strategy. In 2018, they started providing free Wi-Fi in their stores. But to take advantage of this service, customers had to subscribe using their email addresses. Nearly 10 million so-called digitally registered customers signed up.

Later on, these addresses were used to start email campaigns. Several offers required customers to enroll in the Starbucks program, and the customers happily obliged. This strategy gradually led to the success of the omnichannel marketing campaign.