 What are the benefits of creating an omnichannel brand experience?Jon Blakeney Journal of Brand Strategy, 2016, vol. 5, issue 1, 57-66 Abstract: Is it really worth the time, trouble and investment that it takes to create a truly great omnichannel brand experience? This paper helps to explain what omnichannel really means and how a company can benefit from aligning all its channels into one consistent brand experience. It also looks at what customers are expecting from brands as they move from smartphone to tablet and finally complete their shopping mission in-store. Both the rational and the emotional factors that affect experiences are explored to establish how to optimise the performance of each individual channel and achieve the maximum return on investment. These findings are used to highlight the danger of overinvesting in one channel at the expense of others. This phenomenon is brought to life through real-life examples of brands that have experienced the pain of unhappy customers using multiple channels to vent their anger. The paper also highlights the major trends in omnichannel and includes a ‘how to’ user guide to creating a world-class omnichannel experience. And, finally, the proof of the pudding — the author gives real-life examples of global businesses that have embraced the principles of omnichannel branding and reaped the rewards. Keywords: omnichannel; brand experiences; user experience; multichannel; channel consistency; customer’s journey (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2016:v:5:i:1:p:57-66 Access Statistics for this article More articles in Journal of Brand Strategy from Henry Stewart Publications |
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