What’s an omnichannel experience?

Previously considered a buzzword in the marketing and advertising space, omnichannel experiences are now the cost of entry for CPGs looking to scale their business. An omnichannel shopping experience streamlines a shopper’s journey, delivering brand consistency and convenience. It spans across direct-to-consumer, pure play, and retail ecommerce, meeting consumers where they shop to build relationships that transcend channels.

Capturing the full omnichannel experience requires an understanding of both omnichannel retail and omnichannel marketing.

With over 70% of consumers expecting seamless interactions across digital and physical touchpoints, the need for a well-executed omnichannel strategy is more pressing than ever. Let’s explore how CPG brands can leverage omnichannel retail and marketing to maximize sales.

What is an omnichannel experience?

An omnichannel experience unifies all consumer touchpoints, creating a cohesive journey from discovery to purchase, whether in-store or online. This approach doesn’t just offer multiple shopping options; it integrates them seamlessly so shoppers can move effortlessly between channels.

For CPG food and beverage brands, this means meeting consumers where they shop—whether that's through a digital ad, a brick-and-mortar store, or a mobile app—and providing them with a consistent, personalized experience that enhances brand loyalty.

The difference between omnichannel and multichannel

To implement an effective omnichannel strategy, it’s important to understand the distinction between omnichannel marketing and multichannel marketing:

• Multichannel marketing refers to using multiple, separate channels to market a brand. For example, a company might advertise on social media, run email campaigns, and place billboards, but these channels operate independently of each other.
• Omnichannel marketing, on the other hand, integrates these touchpoints into a unified experience. Imagine a consumer scans a QR code on a billboard and is instantly directed to a product page where they can make a purchase at their preferred retailer. This seamless integration is the hallmark of omnichannel marketing.

In The world of ‘ands’: Consumers set the tone, McKinsey & Co. reports:
“The majority of consumers now use at least three channels for each purchase journey. And while 75 percent of consumers want a seamless omnichannel experience, only 25 percent are satisfied with the experience that retailers provide. Omnichannel excellence is especially important given that omnichannel consumers are at least 1.25 times more valuable than their single-channel counterparts.”

Omnichannel retail for CPG brands

Omnichannel retail goes beyond just having a presence in multiple channels; it’s about creating a unified shopping experience, whether online or in-store. For CPG food and beverage brands, this means ensuring that consumers can:

• Research products online and purchase them in-store.
• Order online for delivery or curbside pickup at their local retailer.
• Access promotions across all platforms and seamlessly switch between them without losing context.

For example, brands like Perdue have perfected this integration by allowing consumers to seamlessly transition between digital browsing and in-store purchasing. By providing consistent experiences across all touchpoints, Perdue strengthens brand loyalty and drives sales.

Omnichannel marketing: Creating a unified experience

Effective omnichannel marketing involves integrating physical and digital touchpoints to provide a smooth, continuous experience for consumers. Here’s how food and beverage brands can apply omnichannel marketing:

• Shoppable media: Make it easy for consumers to buy directly from content, such as blog posts, social media ads, or videos. By incorporating shoppability, consumers can transition directly from inspiration to purchase, improving conversion rates.
• Actionable discovery tools: Use technology to help consumers locate products both online and offline. For example, Egglife uses a Shoppable Store Locator, guiding consumers from online discovery to in-store purchase effortlessly.
• Personalized campaigns: Leverage shopper data to personalize marketing campaigns. Brands like Faribault Foods optimize their campaigns based on consumer behaviors from their shoppable tools, which helps boost conversion rates and drive growth.

The goal is to create a seamless journey from awareness to conversion, ensuring shoppers can engage with the brand however and wherever they prefer.

Craft your omnichannel CPG strategy

To develop a true omnichannel experience, everyday CPG brands must focus on several key strategies:

1. Know your ideal shopper: Gather comprehensive data on your consumers' behaviors, preferences, and buying habits. Use these insights to refine your omnichannel approach.
2. Be consistent across touchpoints: Whether it's an online ad, a product page, or an in-store display, your messaging, branding, and offers should be consistent to avoid confusion and build trust.
3. Use shoppable content: Use interactive content like shoppable media and QR codes to make it easy for your shoppers to buy directly from any touchpoint, whether it’s an Instagram post, an email, or a digital ad.
4. Integrated systems: Ensure that your digital and physical sales systems are connected. This means integrating your ecommerce platform with retail partner sites, inventory management, and shopper behavior data to ensure a smooth shopping experience.
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Ready to master omnichannel growth?

Omnichannel strategies have become essential for food, beverage, pet, and beauty CPG brands aiming to thrive in today’s competitive landscape. From shoppable media and personalized campaigns to seamless retail integration, these strategies unlock full-circle growth opportunities.

Elevate your omnichannel efforts with a retail ecommerce platform designed to optimize campaigns, personalize interactions, and streamline retail experiences. Through shoppable media, tailored marketing, and data-driven retail integration, Pear Commerce helps household brands gain valuable shopper insights and drive sustainable growth.

Ready to create a seamless, engaging experience that keeps consumers coming back? Contact Pear Commerce today and discover how our innovative approach can transform your omnichannel strategy!

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