Omnichannel marketing stats don’t lie – the ways in which we interact with the digital world are growing increasingly complex and interconnected. From shopping on social media platforms to hybrid pick-up options, advances in technology have completely transformed the way consumers and businesses do commerce.
As the percentage of online shoppers reaches critical mass, omnichannel marketing, or marketing that covers all of the channels that your customer are living, interacting and shopping on, is critical.
So critical, that companies with an omnichannel customer engagement strategy retain an average of 89% of their customers, opposed to 33% of customers from companies with weak omnichannel strategies.
As COVID19 shuttered store doors and limited retail foot traffic, organizations across virtually all sectors and industries needed a new way to connect with their customers through the only channel that was still available – online.
Is online the last frontier for business? These 25 omnichannel marketing stats makes a compelling argument for that being the case. But before we dive into the numbers, let’s explore what omnichannel marketing actually is and what it’s all about.
What is Omnichannel Marketing?
Omnichannel marketing is a marketing strategy that leverages multiple sales and marketing channels to create a seamless and personalized customer experience.
Unlike traditional forms of marketing which relied on engaging customers through multiple channels with each operating independently, omnichannel marketing creates a cohesive experience that’s identical across every platform and each step of the customer journey.
To learn more about omnichannel marketing and how it compares to other forms of marketing, check out our guide on “What is Omnichannel Marketing and Why is it Essential for eCommerce?”
25 Omnichannel Marketing Statistics Every Business Should Know
- Marketing campaigns funnelled through three or more channels earned a 287% higher purchase rate than campaigns funnelled through a single channel. (Omnisend, 2020)
- Omnichannel campaigns that included SMS messaging are 47.7% more likely to end in conversion. (Omnisend, 2020)
- Purchase frequency is 250% higher while average order value is 13% more on omnichannel vs. single channel. (Omnisend, 2020)
- 98% of Americans switch between devices on the same day. (Google Research)
- Customer retention rates are 90% higher for omnichannel compared to single channel. (Omnisend, 2020)
- 15 years ago, the average consumer engaged with two touch-points while making their purchase with only 7% regularly using more than four. Today, consumers engage with an average of six touch-points with nearly 50% regularly using more than four. (Marketing Week)
- 37% of customers expect to be able to contact the same customer service representative on any channel. (Zendesk)
- Companies with strong omnichannel customer engagement retain almost 90% of their customers, compared to just 33% for companies with weak omnichannel customer engagement. (Forbes)
- 90% of customers expect consistent interactions across channels. (Forbes)
- 77% of strong omnichannel companies store customer data across channels, compared to 48% for weak omnichannel companies. (Aberdeen Group)
- 61% of customers find it difficult to switch from one channel to another while interacting with customer service. (Aspect)
- The number of orders customers placed online and picked up at brick-and-mortar retail stores grew 208% during the pandemic. (Adobe Analytics, 2020)
- Omnichannel strategies generate around 80% of in-store visits by customers, with 74% of customers doing online research before visiting a brick-and-mortar retail store. (Think With Google, 2021)
- 64% of marketers cite lack of resources and investment as barriers to omnichannel marketing. (The CMO Club)
- 71% of shoppers who use smartphones for research while in-store say that it’s important. (Google)
- 45% of shoppers in-store expect sales associates to be knowledgeable about online-only products. (Forrester)
- Omnichannel shoppers have a 30% higher lifetime value than those who shop through only one channel. (Google)
- Companies with strong omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue, compared to 3.4% for companies with weak omnichannel customer engagement. (Aberdeen Group)
- Strong omnichannel companies also see a 7.5% year-over-year decrease in cost per contact, compared to a 0.2% year-over-year decrease for companies with weak omnichannel engagement. (Aberdeen Group)
- For companies identified by Aberdeen Group as top-performers in omnichannel strategy, 85% conduct regular training for customer care agents in the handling of omnichannel communications while 77% store customer contact data across multiple channels. (Aberdeen Group)
- 71% of shoppers agree that it is important or very important to be able to view inventory information for in-store products. (Forrester)
- 50% of shoppers expect that they will be able to make a purchase online and pick it up in-store. (Forrester)
- 39% of consumers are unlikely or very unlikely to visit a retailer’s store if the online store does not provide information on physical store inventory. (Forrester)
- 56% of consumers have used their mobile device to research products at home with 38% having used their mobile device to check inventory availability while on their way to a store. (Forrester)
- 34% have used their mobile device to research products while in a store. (Forrester)
Omnichannel Marketing Stats – The Numbers Don’t Lie
Providing a cohesive omnichannel experience has never been more important. As commerce continues to evolve digitally, the only way forward for organizations both young and old is to unite their marketing efforts under one umbrella.
If you’re not sure how to deliver an omnichannel experience; don’t worry. There will always be great omnichannel tools and software to help you achieve your goals.
From AI-built user profiles that know what your customers will do before they do them to the real-time generation of coupons and gifts on your store’s overstocked inventory, Breadstack works with your existing eCommerce systems and platforms to provide a personalized, omnichannel experience that your customers will love.
Sign up for a free demo today & drive your sales the smart way.