Break down the silos for a truly omnichannel approach
If you’ve spent any amount of time exploring the world of retail media networks, you’ve undoubtedly seen the word “omnichannel” thrown around quite a bit. Its frequent usage makes sense. On the one hand, there’s data that shows that digital grocery sales are estimated to reach $59.5 billion by the end of the year. But there is also research claiming that 97% of adults in the U.S. grocery shop in-person at least once a month.
The main takeaway from data like this is that there is no one way to grocery shop, so RMNs do everything they can to make sure their bases are covered. This means demonstrating the ability to engage with customers across a variety of different touchpoints. While being omnichannel might seem like a straightforward concept, achieving true omnichannel success is proving to be a challenge for many retailers.
What Omnichannel Means
The goal of an omnichannel approach is to enable customers to engage with a retailer in the way that is most convenient for them while simultaneously providing a personalized and consistent experience across all channels. This is different from a multi-channel approach, which offers a variety of communications that aren’t necessarily connected.
Multi-channel is actually what most retailers are using today. A store might have a website, blog, and different combinations of social media accounts. But in these situations, the customers typically lack a seamless experience and consistent messaging across the different channels. In order for a program to be truly omnichannel, a shopper should be able to shop from a computer, mobile device, or in person and experience the same promotion regardless of the engagement path they choose.
Solving the Omnichannel Puzzle
Retail media networks are often judged by their ability to demonstrate closed-loop attribution, connecting their advertisements directly to a sale. But oftentimes, the retail media activity and engagement are done completely on the digital side of things, with no in-store component whatsoever. It’s obviously great to have a digital package that includes offsite, onsite, reporting, and more. But that still leaves a gap for the actual in-store experience. What if a shopper steps inside the store and sees no mention of a promotion they saw online? What if the retail staff has no idea what specific promotions include?
Data suggests that consumers forget to buy about 30% of items they initially intended to purchase. So if a store's current strategy relies on customers to remember what they saw online once they arrive in the store, good luck. Life is busy, and even the most organized shoppers are likely to forget the previous messaging they saw.
Managing in-store operations and logistics is time-consuming, but it can also be a key differentiator between a successful retail media campaign and one that flops.
Does your retail media partner utilize in-store media in combination with in-store displays? Do they offer in-store signage and promotional support? All of these offer big boosts to a successful media campaign.
Adsta Knows Omnichannel
Adsta’s CPG promotions are shared across owned media, offsite media, eCommerce, paid media, and in-store media. This means that when a shopper engages with an Adsta retail media promotion, it doesn’t matter if they start on their mobile device, their laptop, or when they’re walking down the aisles of the store. The exact same offers and promotions are available on all channels. Plus, Adsta offers a social media extension for their programs as well.
For example, imagine a brand that wants to run a specific digital coupon promotion for a new product laugh. Regardless of where that coupon is clipped, shoppers have access to it using their loyalty ID on any given channel. And if they don’t clip the coupon in advance, the in-store media devices give them the option to engage once they’re in the brick-and-mortar store as well. Don’t shortcut your way to a limited campaign. Take the time to invest in a full omnichannel approach to make sure you’re giving your customers what they want, where they want it, when they want it.