Omnichannel Marketing Terms
Omnichannel marketing requires brands to understand how how their customers interact with their brand throughout an array of touch points in the customer journey. If data and teams are siloed, brands can run into problems with messaging frequency and a lack of personalisation.
Omnichannel marketing is necessary because customers tend to spend more money when they have interacted with or researched a product across multiple channels.
BOPUS Short for “buy online, pick up in store”. Also referred to as “click-and-collect”.
Brick-and-mortar The physical presence of a business in a building or other structure.
Channel-centric strategy A strategy that focuses on meeting specific KPIs and goals for each specific channel.
Click-and-ship Shoppers buying items in store on their smartphones, then having the merchandise shipped.
Cross-channel Activity that spans more than one channel, such as web, mobile, in-store, email, and direct mail.
Cross-device Activity that spans more than one device, such as desktop, laptop, smartphone, and tablet.
Customer-centric strategy A strategy that focuses solely on creating an optimal customer experience.
Multichannel marketing A marketing strategy that operates on several different channels, like social, mobile, direct mail, and a physical location, where each channel is separate and independent from the others, with its own strategy and goals.
Omnichannel marketing A marketing strategy that focuses on delivering a consistent, personalized experience for customers across all channels and devices, from desktop to mobile, online to offline, and all other touchpoints in between.
Omnishopper Shoppers who use a variety of devices, channels, and platforms to browse and buy products.
One-to-one (1:1) marketing CRM (customer relationship management) strategy that emphasizes highly personalized interactions.
Showrooming Shoppers checking out merchandise in store, but buying online.
Webrooming Shoppers researching products online before buying them in the store.