4 Brilliant Examples of Brands Implementing Omnichannel Marketing

If you’ve always been on the fence about omnichannel marketing, the following statistics on the advantages of omnichannel marketing will make you re-think your stand:

• Companies that engage in omnichannel customer engagement strategies retain on average 89% of their customers.
• According to Google, an overwhelming 98% of customers switch between devices in the same day.
• Furthermore, Google claims that omnichannel shoppers have a nearly 30% higher lifetime value than those who shop using only a single channel.
• Finally, organizations that embrace omnichannel strategies achieve 91% greater year-over-year customer retention rates as opposed to those that don’t, as per research by Aspect Software.

The writing is on the wall: In today’s world of instant gratification, where customers actively use multiple devices to understand the ins and outs of a brand and connect with them, omnichannel is the way to go.

In this blog, we will look at some of the most interesting omnichannel examples of real-life brands that will leave you inspired. If you need a refresher on what omnichannel marketing is, here’s an in-depth resource for your ready reference. Without further ado, let’s jump right in.

Top-4 Omnichannel Examples Worth Emulating

1. OYO Rooms Witnessed an 8X Increase in Engagement with Seamless Omnichannel User Engagement

The Challenge: OYO’s customers interact through multiple channels, including web, email, and mobile app. Ensuring uniform and seamless user engagement across all channels proved to be difficult when OYO started scaling on a global level.

The Strategy: OYO used MoEngage as a 360-degree campaign management tool to:

• Unify the customer experience and drive seamless omnichannel journeys since the brand’s user base is highly fragmented–with customers searching for rooms online using a mobile, looking at social media reviews, making inquiries through email, and finally, completing the booking through the website or the mobile app.
• Drive more bookings as the tool helped to create personalized hotel recommendations based on the user’s past booking trends as well as price preferences of the user leading to higher CTRs.

The Results:

• The brand witnessed an 8x increase in user engagement.
• The brand enjoyed a 5x increase in CTR.

2. Lifestyle Improved Customer Retention by 30% Using Dynamic Engagement Strategy

The Challenge: Despite boasting of 1 million app installs, the brand’s active user base on the mobile app was only 15K due to two factors:

• A large number of users were inactive after opening the app for the first time.
• A significant number of users drop-offed after searching or adding products to the cart.

The Strategy:

• The brand implemented a purchase funnel-based engagement strategy to ensure that the user is engaged at every step of the purchase funnel eventually driving towards conversion.

(Caption: An example of an event-based flow campaign ran by the brand)

• They focused on identifying the right segments of its target audience, such as price-sensitive customers, loyal customers, and lost customers, to analyze user drop-offs at each stage of the purchase cycle. This data allowed it to segment users based on the purchase funnel, and look at different stages such as “App Open”, “Product View”, “Checkout” and more.

• They targeted abandoned customers via personalized smart-triggered campaigns across social media and other channels of communication such as email, in-app messaging, etc.

(Caption: Here’s an example of a smart trigger campaign that added items to a cart but did not check out)

The Results:

• The brand leveraged a 4x boost in conversion rates.
• They reduced the conversion time by 170%.
• They witnessed a 20% decline in cart abandonment rates.
• They enjoyed a 30% improvement in the retention rates.

3. Mashreq Neo Boosted Debit Card Activation by 16% using Omnichannel Experience

The Challenge: The Mashreq Neo team was not integrated into the larger omnichannel customer experience. As a result, the customer data across channels and services were stored in silos and not flowing into a centralized platform or tool. This led to poor user engagement, a low adoption rate of key features, and high customer drop-offs at the onboarding stage itself.

The Strategy:

• Mashreq Neo team realized the need to have their ‘mobile app to be at the center of the customer journey.’

Bonus Material: If you are wondering about how to master omnichannel marketing in a mobile-first world, this guide is for you.

• The brand drove improved onboarding with omnichannel customer journeys and unified digital touchpoints that were accurately mapped and engaged users in high-risk buckets, which ultimately helped track the user drop-offs.

(Caption: Example of a customer journey workflow with the primary goals aligned to revenue)

• They analyzed every customer’s peak and low active timelines on the app that helped them map leaky spots across the funnel.
• They drove onboarding journey workflows which included digital channels such as in-app messages, push notifications, SMS, emails, and IVR. Every customer interaction across these channels flowed into a unified system. This helped the team understand the customer’s lifecycle, minimize manual intervention, and create a series of ‘Wow moments’ for their customers.

The Results:

4. Country Delight Observed a 2.5X Boost in DAUs during the Pandemic Lockdown

The Challenge: The farm-fresh milk delivering app, Country Delight team, was launched in 2020. During the pandemic lockdown period, there was an erratic surge in traffic due to the unavailability of basic essential items in stores. This sudden surge meant that users were
coming on the app but were abandoning their purchase/installing the app but not signing up/ signing up but not viewing products/viewing products but not subscribing to the plan. The brand’s team realized these dropped probable user conversions due to lack of dynamic communication was a huge missed opportunity. They wanted to reduce the funnel level churn and engage the users to complete their subscription journey.

The Strategy:

• The brand focused on understanding specific user events and executing a more user funnel-oriented engagement strategy using channels like push notification and SMS to retain users, thus ensuring that users were engaged at every stage leading to a purchase.
• They ran cross-channel personalized campaigns and relevant behavior-based communication that improved engagement and conversions during the pandemic lockdown. On average, the brand ran 6-7 engagement campaigns to drive app activity and conversions. Note that push notification acted as the focus channel for every communication as they reached the users on time, maintaining a delivery rate of ~71%.

(Caption: Here’s an example of a time-critical campaign where the brand sent two-periodic push notifications every day informing users about available delivery slots even during the lockdown)

• The brand also leveraged new user campaigns where for every new user, the workflow campaign would trigger a push notification to drive new users to complete every stage leading to purchase in a timely manner.

The Results:

• 50% of existing users retained.
• 20% improvement in the conversion rate.

Bonus Material: Here’s a super useful blog on 5 tips to remember when implementing cross-channel marketing automation.

Omnichannel Marketing is the Future, and the Future is Now

It is critical to understand that every brand’s omnichannel strategy will be different from its competition. There’s really no “one-size-fits-all” strategy that works for brands. That said, when done correctly, omnichannel marketing can strengthen customer loyalty, boost sales as well as ROI, and empower brands to provide a consistent, personalized, and seamless user experience.

In fact, brands that are going to be considered “omnichannel-first” will be able to factor in their user’s interests, preferences, experiences, opinions, behavioral traits, etc., to deliver a personalized experience across the user’s communication channels of choice and preferred time. Real-time data and the use of intuitive AI tools will increasingly play a key role in driving disruptive omnichannel campaigns that can delight and deliver true value to the customer.