You know Tia pretty well. She’s 32, has one child (who arrived fairly recently, based on all the onesies, soothers and burp cloths she’s purchased), lives in a suburb of Minneapolis-St. Paul’s (Eden Prairie) with her husband (they got hitched three years ago, according to her Pinterest board) and she loves hiking and kayaking (in fact, she posted a picture at the lake last weekend on Instagram).
But you’ve never met Tia—and she sure doesn’t know you. While Tia understands that marketers pick up information about her while she scrolls her phone or chirps requests at her Alexa, she doesn’t really know the scope of it. Is it merely convenient that she got a text with a coupon the minute she stepped into your store? Or is it actually kind of invasive? The last thing a retailer wants to do is freak out a customer.
Retailers today have never been equipped with more in their marketing toolkit. The rise of omnichannel marketing—which creates a seamless customer experience whether they’re in a brick-and-mortar store or scrolling through Instagram—helps retailers meet shoppers wherever they are. And studies show that it can really drive sales—a 2017 Harvard Business School study found omnichannel shoppers spent 4% more in store and 10% more online.