GI Insight Study Finds That Omnichannel Approaches Are Falling Short Research indicates that though consumers use multiple channels in their shopping journeys, companies are not successfully implementing omnichannel marketing strategies. By Sam Del Rowe Posted Dec 14, 2015

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0 inShare Despite trends showing customers adopting an omnichannel approach to shopping, many companies are struggling to connect with shoppers across multiple platforms, according to new research by consumer analysis and data marketing specialist GI Insight. The company conducted a survey of 1,000 U.K. consumers and found that many shoppers utilize multiple channels: 71 percent begin their shopping journey online, while only 18 percent start in-store; but 42 percent eventually buy online and 31 percent in-store, with the remainder reporting they don't have a single purchasing pattern. "The survey shows that consumers start on one channel—usually the Web—but don't necessarily stay or end up there. Often those that start online end up in-store and vice versa," said Andy Wood, managing director of GI Insight, in a statement. "They might also receive offers or do research through other channels—such as smartphones or tablets—along the way. The results indicate clearly that the vast majority of consumers would welcome genuine efforts by companies to take a customer-centric approach that matches their own omnichannel habits." The study also found that companies are struggling to respond to this approach with successful omnichannel marketing strategies: Only a few customers reported that efforts by businesses to make contact across multiple channels resulted in their making a purchase in the past six months. Thirteen percent made a purchase after visiting a Web site and then receiving an email offer, 7 percent after a mail offer followed up by an email reminder, 6 percent after visiting a Web site followed up by a mail offer, and 6 percent after receiving an email followed up by a text. "Unfortunately, the research also reveals that far too few companies are successfully implementing a true omnichannel strategy—either they are not really using multiple channels to reach consumers or they are not employing customer data to craft coordinated, relevant communications that hit consumers via a range of media at different points in their buying journey. On the plus side, this indicates there are opportunities to gain a competitive edge for those that do execute effectively across all touch points—especially with digitally active younger consumers," Wood said in a statement. These numbers improve when specifically considering 25- to 34-year-olds. Eighteen percent made a purchase after visiting a Web site and then receiving an email offer, 14 percent after visiting a Web site and then receiving a mail offer, 14 percent after receiving an email offer followed up by a text, and 13 percent after receiving a mail offer followed up by an email. These numbers suggest that this more digitally active age group responds more readily to a multichannel marketing strategy. Nevertheless, marketers still have a lot of room for improvement. "The key today is for brands to harness both long-term offline data, such as transaction records, and real-time online data to achieve a true 360-degree single customer view. This then gives a business the consumer insight necessary to provide an informed, coordinated, and consistent customer experience that transcends individual channels—which can otherwise languish as unconnected silos. What's more, tapping into both offline and online data enables your company to react fast and win over consumers as and when they're making buying decisions," Wood said in a statement.